He and his social-focused team of five are taking a “trial-and-error” approach to Shorts content, mixing the “best of” Pacsun’s TikTok and Reels videos with original posts spanning influencer outfit checks and inside looks at the company. Pacsun has consistently posted Shorts for the last two months and had a presence on the platform for several months before that, said Tyler MacDonald, senior manager of influencer and social media at Pacsun. YouTube Shorts videos see more than 30 billion daily views and attract 1.5 billion monthly logged-in users, according to YouTube. Luxury players including Gucci, Christian Dior and Louis Vuitton are also on board. Stauffer said he’s going to start recommending the platform to his brand clients, calling it a minimal-lift, “worth it” investment, particularly as they’re already churning out video content.Īmong apparel brands that have added Shorts to their marketing mix are Nike, Skims and American Eagle. That video now has 13,000 views, and his third and fourth Shorts posts have 3,900 and 5,000 views, respectively. “After posting the first video, I had 20 subscribers and 4,000 views in the first hour,” he said. He posted favorite videos he’d previously posted on Instagram or TikTok, where he has 73,000 and 31,000 followers, respectively. Paris-based content creator Frederico Stauffer, who’s regularly tapped by Louis Vuitton, Hermès and Prada for paid, video-focused partnerships, started a YouTube channel on October 20 to “experiment” with Shorts, he said.

It’s also fast-tracking strategic initiatives - like gaining YouTube subscribers, without long-form video investments - and boosting sales. YouTube’s Shorts is proving worthy of brands’ focus, even with content demands at a high.Īccording to social media leads and influencers, YouTube Shorts is offering the type of first-mover advantage reported by early TikTok adopters, via high engagement numbers out of the gate. In response, social platforms specializing in other content formats have rolled out features accommodating the trend. With short-form videos dominating Americans’ screen time, largely in the form of TikToks, brands across price tiers and categories have increasingly leaned into the opportunity.

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