YouTube Shorts functions as a vertically-oriented video format within the YouTube platform, designed for short-form content, and as of December 2025, Australian businesses can utilise it to reach audiences through organic discovery and paid advertising.
Currently, Shorts are videos 60 seconds or less in length, created and uploaded directly through the YouTube mobile app or via post editing tools within YouTube Studio. The Shorts feed is a dedicated browsing experience accessible via a tab on the YouTube app. Discovery relies heavily on the YouTube algorithm, which prioritises content based on user interests and engagement signals. As of December 2025, Australian businesses can run Shorts ads – these are skippable in-feed video ads that appear between organic Shorts in the Shorts feed. These ads utilise YouTube’s targeting options, including demographics, interests, and remarketing lists. YouTube Shorts monetisation for creators (and therefore potential collaboration opportunities for businesses) is managed through the YouTube Partner Program, with eligibility criteria based on subscriber count and watch hours. Compliance with Australian advertising standards, including those relating to disclosure of sponsored content, remains the responsibility of the business. In 2026, YouTube is expected to further integrate Shorts with other YouTube features, potentially including expanded shopping capabilities. In 2027, YouTube has announced plans to roll out more advanced analytics specifically for Shorts ads.
Essentially, YouTube Shorts provides a mechanism for businesses to create and distribute short-form video content, leveraging YouTube’s existing infrastructure and advertising systems to reach Australian viewers.
