YouTube Shorts vs TikTok: Who’s winning the short-form battle?

Short-form video is no longer just a trend; it’s how the world consumes content.

Whether you're winding down before bed or catching up on your lunch break, chances are you're watching something under 60 seconds. And when it comes to short-form leaders, two names dominate the space: YouTube Shorts and TikTok.

So, who's really setting the pace? And more to the point, where should your brand be showing up to make the biggest impact?

Let’s break it down.

Different Platforms, Same Goal: Attention

At first glance, YouTube Shorts and TikTok appear to be quite similar; they both feature scrollable feeds, vertical video, and algorithm-driven discovery.

But their roots are different.

TikTok was built for short-form content. It’s where trends are born, where creators thrive, and where users expect entertainment, fast. Meanwhile, YouTube Shorts is an add-on to a platform that’s traditionally known for long-form content, educational videos, and search-based discovery.

Who’s Winning on Engagement?

TikTok still holds the crown when it comes to engagement, especially with Gen Z. It’s the birthplace of viral sounds, niche trends, and that “just one more scroll” feeling.

But don’t count Shorts out yet!

With YouTube’s massive user base (over 2 billion monthly users), Shorts has become a powerful way to drive views and push people toward longer-form content. And here’s the kicker: YouTube’s algorithm is smart. If someone watches your Short and likes it, they might get served your full-length videos next. That’s a win for deeper brand storytelling.

What About Reach?

TikTok’s algorithm is laser-focused on discovery, which is great for going viral. But it can be hit-and-miss.

YouTube Shorts, on the other hand, benefits from the platform’s built-in SEO. Your Shorts don’t just vanish after a few days. They can live on, be searched for, and resurface months later. That kind of longevity is gold for brands looking to build over time, not just chase trends.

So, Which One Should Your Brand Focus On?

It depends.

If you’re targeting younger audiences, want to ride the wave of trends, and aren’t afraid to show some personality? then this is for you. TikTok is still your best bet.

But if your brand already has a YouTube presence, or you’re looking to create a content bank that includes both short and long-form video? Shorts are seriously worth investing in.

The best part? You don’t have to choose just one.

By reworking your content across platforms, like turning a TikTok into a Short (or vice versa), you can maximise impact without doubling your effort.

Still Think Short-Form Isn’t for You?

Let’s be honest, not every business is here for the trending sounds and viral dances, and that’s okay.  But short-form doesn’t have to mean silly. It can mean informative. Snappy. Human.

Behind-the-scenes clips, product demos, thought leadership soundbites, all of these can be turned into scroll-stopping Shorts or TikToks that fit your brand voice.

Because the question isn’t should you do short-form video? It’s how you do it in a way that feels authentic to you.

Our Take? Stop Choosing. Start Showing Up.

We help brands use short-form with purpose, so it supports your strategy, not sidetracks it.

Whether you’re a TikTok regular or haven’t even opened the YouTube Shorts tab, we’ll help you figure out what makes sense for your brand, your goals, and your audience.

Because the battle for attention is real, but showing up where it counts? That’s how you win.

Want to embrace short-form without losing your brand voice?  Let’s talk.