YouTube has recently made a significant change to how Shorts views are counted.

As of March 31st, 2025, Shorts views will now count every time a Short starts to play or replay, with no minimum watch time requirement. This update aims to give brands and creators a clearer understanding of their content’s reach, particularly when measuring across multiple platforms.

What does this mean for influencer marketers? 

Historically, YouTube required a certain number of seconds before a Short was counted as a view. The new system aligns more closely with platforms like TikTok and Instagram Reels, where every play counts. This change is crucial for influencer marketers as it will provide a more accurate picture of how frequently their Shorts are viewed, providing better insights into content strategy and audience behavior. If your campaigns are running across multiple platforms – which is often the case with Influencer Marketing- this update allows for more comparable metrics across YouTube, TikTok, and Instagram, making it easier to compare success.

YouTube Shorts in Google Search

Another exciting development is the integration of YouTube Shorts into Google’s desktop search results. This presents an opportunity for brands and creators to maximize discoverability and solidify their presence in both social media and web search rankings. 

Unlike other short-form video platforms, YouTube Shorts now benefits from Google’s vast search engine reach. This means content optimized for YouTube Shorts can appear in search results, increasing visibility and engagement.

With Shorts gaining traction in Google search, YouTube is positioning itself as a major competitor to TikTok and Instagram Reels. This allows brands to diversify their Influencer Marketing strategies beyond just social media apps.

What your brand needs to know

• Optimize Shorts for web search: Treat YouTube Shorts like mini SEO assets. Encourage influencers to use keyword-rich titles, descriptions, and hashtags to improve their chances of ranking in search.
• Consolidate cross-platform insights: With an updated view count system, compare performance across YouTube, TikTok, and Instagram Reels to refine content strategies.

Brands working with influencers should take advantage of these changes by optimizing content for both social and search platforms, ensuring maximum visibility and engagement. By adapting early, brands can stay ahead of the competition and utilize the full potential of YouTube Shorts in their Influencer Marketing strategies.

If you want to chat more about how to incorporate YouTube Shorts into your marketing plans, drop us a line at hello@digitalvoices.com.