YouTube has officially rolled out its long-anticipated update, allowing all users to create Shorts up to three minutes in length. This marks the final stage of the platform’s plan, first announced in October last year, to expand the maximum length of Shorts clips. By extending the duration, YouTube aims to maximise the potential of its rapidly growing Shorts feed and encourage more creators to produce engaging short-form content. Now, any video uploaded in a vertical or square format that is three minutes or less will automatically qualify as a Short, offering brands and marketers a powerful new way to reach wider audiences and drive engagement.

Much like Instagram’s move to automatically categorise all videos under 90 seconds as Reels, this shift means that brands and creators who hadn’t previously considered using Shorts—or didn’t plan to—will now find their shorter videos flagged as Shorts by default. This automatic classification pushes brands into YouTube’s short-form ecosystem, increasing the chances of discovery and engagement, whether they intended it or not.

What’s Changing with YouTube Shorts?

Previously capped at 60 seconds, Shorts now provide marketers and content creators with greater flexibility to deliver more impactful and meaningful messages. This change applies to all new uploads, automatically categorising videos under three minutes as Shorts. These videos will appear in the Shorts shelf, the subscription feed, and on the creator’s channel page. They will also be visible in YouTube Studio’s Shorts section, increasing their potential for discovery and engagement.

For marketers, this shift means promotional clips, product demos, and brand stories can now be longer and more engaging—without the need to produce full-length videos. More importantly, Shorts feed placement can drive organic reach, tapping into YouTube’s staggering 70+ billion daily Shorts views.

Unlocking Marketing Potential with Longer Shorts

The expansion to three minutes is a strategic move for marketers. Short-form content has proven to be incredibly effective for brand storytelling, audience engagement, and driving conversions. With more time to work with, brands can now:

• Deliver Deeper Storytelling: Share product journeys, behind-the-scenes content, or customer testimonials without feeling rushed.
• Create Mini-Campaigns: Run short but impactful campaigns with more detailed messaging that wasn’t possible within a 60-second limit.
• Educate and Inform: Break down complex products or services into digestible clips, ideal for tutorials or how-to guides.
• Showcase Product Features: Demonstrate key features or product use cases in greater detail, helping consumers make informed decisions.

This format bridges the gap between attention-grabbing short clips and informative long-form videos, making it a versatile tool for brand marketing strategies.

Streamlining Content Creation with New Tools

YouTube is also making it easier for marketers to create compelling Shorts with a new feature that automatically generates clips from existing long-form videos. This tool, currently being tested, allows creators to cut engaging segments and publish them as Shorts with minimal effort.

For marketers, this feature reduces production time and helps repurpose existing content. Imagine turning a long product demo, webinar, or customer interview into multiple engaging Shorts that highlight key moments—maximising reach and return on existing assets.

If included in the test group, users will see a “Create a video highlight” option in YouTube Studio, streamlining content creation and allowing brands to focus on strategy rather than editing.

Best Practices for Marketers Using Three-Minute Shorts

To make the most of this new format, marketers should consider the following strategies:

1. Hook Viewers Early: Even with more time, attention spans are short. Start with a strong hook in the first few seconds to grab attention.
2. Add Value: Focus on delivering value through entertainment, education, or inspiration. Viewers are more likely to engage with content that benefits them.
3. Integrate Calls-to-Action: Use strategic CTAs to guide viewers—whether it’s visiting a website, subscribing to a channel, or exploring a product.
4. Optimise for Mobile: Shorts are designed for mobile viewing. Ensure videos are mobile-friendly, with clear visuals and concise messaging.
5. Leverage Trends: Align content with trending topics or challenges to increase discoverability within the Shorts feed.

Boosting Organic YouTube Brand Activity  

YouTube’s expansion of Shorts to three minutes is more than just a format change—it’s a strategic opportunity for brands to deepen engagement with their audience. As YouTube continues to compete with TikTok and Instagram Reels, the platform is prioritising short-form content, and brands that adapt quickly can gain a competitive edge.

The automatic reclassification of all videos under three minutes means even brands that hadn’t planned to create Shorts are now participating in the format. This organic push into YouTube’s Shorts feed mirrors Instagram’s successful strategy with Reels and forces brands to rethink how they deliver content in this fast-paced format. For marketers, this could be a turning point to refresh their video strategies and engage audiences in new, dynamic ways.

The combination of extended video length and streamlined content creation tools allows marketers to craft high-impact campaigns that resonate with viewers. Whether it’s product storytelling, quick tutorials, or viral challenges, three-minute Shorts provide the flexibility and reach needed to drive meaningful marketing results.