While everyone's been obsessing over TikTok, smart brands have been quietly dominating YouTube Shorts and the numbers prove it's working. YouTube Shorts garners an impressive average of 70 billion views daily, a 40% increase from 2023, making it impossible for serious marketers to ignore.

But here's what most brands get wrong: they treat YouTube Shorts like TikTok's little brother instead of understanding it as a unique platform with its own culture, audience, and opportunities. The brands winning on Shorts understand that this isn't just about going vertical, it's about bridging the gap between entertainment and education in ways that drive real business results.

One in three marketers experienced a 15-25% increase in web traffic from using YouTube Shorts, and nearly one-third of people in the U.S. have discovered and purchased from new brands found on YouTube Shorts.

Here's how five brands cracked the Shorts code and what you can learn from their success.

1. MrBeast Burger: Franchise Content That Builds Community

The Franchise Strategy: While most restaurant brands struggle with local content creation, MrBeast Burger turned their distributed franchise model into a content advantage on YouTube Shorts.

What Makes Them Unstoppable:

• Local Franchise Features: Each location creates unique Shorts showcasing local teams and customers

• Behind-the-Scenes Kitchen Content: Quick prep videos and cooking techniques

• Challenge Integration: Incorporating MrBeast-style challenges adapted for 60-second formats

• Community Celebrations: Highlighting franchise milestones and local community involvement

Content Performance Drivers:

• Authentic local personalities rather than corporate messaging

• Food preparation content that's inherently satisfying to watch

• Cross-promotion between MrBeast's main channel and franchise locations

• User-generated content from customers at different locations

Strategic Insight: They solved the scalability problem by empowering franchisees to create localised content within brand guidelines, creating hundreds of content creators instead of relying on a central team.

Business Impact: This distributed content strategy helped them rapidly expand brand recognition in new markets while maintaining the personal connection that drives customer loyalty.

2. Sephora: Quick Tutorials That Drive Product Discovery

The Education-to-Purchase Pipeline: Sephora's YouTube Shorts strategy focuses on micro-tutorials that solve specific beauty problems while naturally showcasing products.

Their Winning Formula:

• 60-Second Transformations: Complete makeup looks from start to finish

• Product Problem-Solving: Addressing specific beauty concerns with targeted solutions

• Trend Adaptations: Taking viral beauty trends and showing how to achieve them with Sephora products

• Expert Tips: Professional makeup artists sharing insider techniques

Content Structure That Converts:

• Hook: Beauty problem or desired look (0-5 seconds)

• Solution: Step-by-step tutorial (5-50 seconds)

• Results: Final transformation (50-60 seconds)

• Soft CTA: Products used appear on screen with easy discovery

Why This Works:

• Sephora's engagement rates far surpass the health and beauty industry's median, with some posts achieving 15.7% engagement by follower

• Viewers get immediate value before any sales message

• Content is discoverable through beauty-related search terms

• Perfect length for showcasing complete transformations

Measurable Results: Their Shorts content consistently drives product page visits and has become a key driver of new customer acquisition, particularly among younger demographics.

3. Home Depot: DIY Hacks That Build Brand Authority

The Problem-Solution Content Strategy: Home Depot transformed their expertise into bite-sized content that positions them as the go-to resource for home improvement challenges.

Content Categories That Work:

• Quick Fixes: 30-second solutions to common household problems

• Tool Tutorials: How to use specific tools effectively and safely

• Seasonal Projects: Timely content for seasonal home maintenance

• Before-and-After Reveals: Dramatic transformations using their products

What Sets Them Apart:

• Practical Focus: Every video solves a real problem homeowners face

• Safety First: Professional techniques that prioritise safety

• Product Integration: Natural product placement within educational content

• Expert Credibility: Featuring actual Home Depot associates and contractors

Strategic Advantage: Their personalised content approach has helped increase personalised campaigns by 62% year over year, and Shorts content extends this personalisation to short-form video.

Business Connection: These educational Shorts drive both online and in-store traffic, with viewers often coming in with specific product requests based on tutorial content they've watched.

4. Adobe: Creative Tips That Showcase Software Power

The Skill-Building Strategy: Adobe uses YouTube Shorts to demonstrate their software capabilities while teaching valuable creative skills. A perfect match for the platform's educational focus.

Content That Performs:

• Quick Design Tips: Professional techniques achievable in minutes

• Creative Challenges: 60-second design challenges using Adobe tools

• Trend Interpretations: Showing how to create viral design styles

• Problem-Solution Tutorials: Solving common design frustrations

Why Adobe Succeeds on Shorts:

• Visual Appeal: Design content is naturally suited for short-form video

• Immediate Value: Viewers learn actionable skills in under a minute

• Software Integration: Natural demonstration of Adobe Creative Suite capabilities

• Community Building: Inspiring creators to share their own Adobe-created content

Content Structure:

• Problem identification (0-10 seconds)

• Quick solution demonstration (10-45 seconds)

• Final result reveal (45-60 seconds)

• Subtle branding and tool identification throughout

Business Impact: These educational Shorts serve as top-of-funnel content that introduces Adobe's capabilities to creators who might not otherwise consider their professional tools.

5. Local Business Success: Fitness Studio Case Study

The Community-First Approach: A 150-member boutique fitness studio in Austin built a YouTube Shorts strategy that competes with national fitness brands, proving that authentic community content beats big budgets.

Their Winning Content Mix:

• Member Spotlights: Celebrating member achievements and transformations

• Quick Workouts: 60-second exercises people can do anywhere

• Behind-the-Scenes: Instructor personalities and studio culture

• Form Tips: Proper technique demonstrations for common exercises

Results That Matter:

• 400% increase in new member inquiries

• 250% growth in class attendance

• Waitlists for previously under-attended classes

• Members traveling from neighbouring cities

What This Proves: You don't need celebrity trainers or expensive equipment. Consistent, helpful content that showcases your community and expertise can compete with anyone.

Key Success Factors:

• Authentic member stories (not just the fittest members)

• Practical content people can use immediately

• Consistent posting schedule (daily workouts)

• Genuine instructor personalities shining through

The YouTube Shorts Success Formula

After analysing hundreds of high-performing brand Shorts, here's what actually drives results:

1. Education Over Entertainment (But Make It Engaging)

YouTube videos 60 seconds or less got 70% more likes than longer videos, but the most successful brand Shorts provide genuine educational value within that constraint.

2. Search Optimization Matters More Than Other Platforms

Unlike TikTok or Instagram, YouTube Shorts benefit from YouTube's search algorithm. Smart brands optimize titles and descriptions for search terms their customers actually use.

3. Long-Form Content Pipeline

People often use YouTube Shorts to find new products and brands, and then watch longer videos to learn more. Successful brands use Shorts as a gateway to their longer content and products.

4. Professional Quality with Authentic Feel

YouTube audiences expect higher production values than TikTok, but authenticity still trumps perfection.

5. Community Building Beats Viral Moments

Consistent community engagement outperforms one-hit viral videos for long-term business results.

Common YouTube Shorts Mistakes That Kill Performance

Treating It Like TikTok: YouTube Shorts has a different culture and algorithm. What works on TikTok doesn't always translate.

Ignoring SEO: YouTube is a search engine. If you're not optimising for search, you're missing huge opportunities.

No Long-Form Connection: Shorts work best when connected to your broader YouTube strategy, not as isolated content.

Over-Promoting: YouTube audiences are more tolerant of education-focused content. Lead with value, not products.

Inconsistent Branding: Your Shorts should feel connected to your main brand presence on YouTube.

The Cross-Platform Opportunity

Here's the secret successful brands know: YouTube Shorts work excellently for repurposing TikTok content. Just remove platform watermarks and consider replacing background music with trending YouTube Shorts audio.

But the real opportunity is creating content specifically for YouTube Shorts that leverages the platform's unique strengths: search discoverability, connection to long-form content, and an audience hungry for educational value.

The Bottom Line

YouTube Shorts isn't just another place to dump your TikTok content. It's a unique platform that rewards brands willing to provide genuine educational value while building sustainable community engagement.

With 50% of marketers reporting gaining new subscribers through YouTube Shorts, this platform offers something others don't: the ability to build long-term audience relationships that extend far beyond short-form content.

The brands winning on YouTube Shorts in 2024 understand that this platform bridges the gap between entertainment and education and that's exactly where modern consumers want to discover new brands.

Schedule a call with a member of our team today and get a head-start on your 2026 strategy!