How does YouTube Shorts decide which videos to show?

YouTube Shorts uses a recommendation system that tests videos with small audiences and expands reach based on engagement. The algorithm evaluates swipe-away rate, watch-through rate, likes, comments, and shares to determine whether to show the video to more viewers. Content signals like titles, descriptions, and audio also help match videos to interested users.

Do YouTube Shorts help grow your main channel?

Yes. YouTube Shorts can drive subscribers to your main channel. Viewers who watch your Shorts see a subscribe button and can navigate to your channel for long-form content. Many creators report Shorts driving 30 to 50 percent of their new subscriber growth, though the audience overlap between Shorts viewers and long-form viewers varies.

How long should YouTube Shorts be?

YouTube Shorts can be up to 60 seconds, but the best-performing Shorts are typically 15 to 30 seconds. Shorter videos have higher completion rates, which is a key ranking signal. Start with shorter content and test longer formats once you understand what your audience engages with.

Is the YouTube Shorts algorithm different from the regular YouTube algorithm?

Yes. The Shorts algorithm operates separately from YouTube's long-form recommendation system. Shorts are surfaced through the Shorts shelf and the Shorts feed, which use their own ranking signals focused on engagement and swipe behavior. However, strong Shorts performance can positively influence your channel's overall standing.

How Does the YouTube Shorts Algorithm Work?

The YouTube Shorts algorithm is the recommendation system that determines which short-form videos (60 seconds or less) appear in the Shorts feed, the Shorts shelf on the homepage, and search results. It operates separately from YouTube's long-form video algorithm and uses its own set of ranking signals focused on viewer engagement, watch behavior, and content relevance.

YouTube Shorts has grown into one of the largest short-form video platforms in the world. YouTube CEO Neal Mohan announced at Cannes Lions 2025 that Shorts now averages over 200 billion daily views - a roughly 186% increase from the 70 billion daily views reported in March 2024. With 2 billion monthly users, understanding how this algorithm works is essential for any startup using video as a distribution channel.

How Does the Shorts Algorithm Rank Videos?

The YouTube Shorts algorithm follows a test-and-expand model similar to TikTok's algorithm, though with some important differences.

The Testing Phase

When you publish a Short, YouTube shows it to a small group of viewers in the Shorts feed. The algorithm selects these initial viewers based on content signals - your title, description, hashtags, and the audio or music used.

YouTube then measures how this initial audience responds. The key question the algorithm is trying to answer: does this video hold attention, or do viewers swipe away?

The Ranking Signals

Swipe-away rate. This is the most critical signal. When viewers swipe past your Short without watching, it tells the algorithm your content is not engaging. A low swipe-away rate means viewers are choosing to watch rather than scroll past.

Watch-through rate. How much of your Short do viewers actually watch? Videos that are watched to completion - and especially videos that are rewatched or looped - receive a strong positive signal.

Engagement actions. Likes, comments, shares, and subscribes all contribute to the ranking calculation. Shares carry particular weight because they indicate the viewer found the content worth spreading.

Relative engagement. YouTube compares your Short's performance not just to your own historical content, but to other Shorts being shown to similar audiences at the same time. Your video needs to outperform alternatives for continued expansion.

The Expansion Cycle

If the initial test audience engages positively, YouTube expands distribution to a larger group. This cycle repeats - each round of strong engagement triggers further expansion. A Short can go from a few hundred views to millions within hours if engagement signals remain strong at each expansion stage.

If engagement drops at any stage, distribution slows or stops. This is why the first few seconds of your Short matter so much - they determine whether viewers stay or swipe.

How Does the Shorts Algorithm Differ From TikTok?

While both platforms use a test-and-expand model, there are meaningful differences:

Channel authority matters more. YouTube's algorithm gives some weight to your channel's history and subscriber base. A channel with thousands of subscribers and a track record of engaging content gets a slightly larger initial test audience than a brand new channel. On TikTok, follower count has minimal impact on initial distribution.

Cross-format benefits. YouTube rewards creators who use multiple formats. Shorts can drive viewers to your long-form content and vice versa. This cross-pollination between formats is unique to YouTube and does not exist on TikTok.

Search integration. YouTube is the world's second-largest search engine. Shorts appear in YouTube search results and Google search results, giving them a discoverability advantage through search intent that TikTok's search is still building toward.

Longer shelf life. TikTok videos often peak within 24-48 hours. YouTube Shorts can continue accumulating views over weeks or months as the algorithm resurfaces them to new audience segments.

What Content Signals Does the Algorithm Use?

The Shorts algorithm analyzes several content-level signals to determine who to show your video to:

Title and description. Use clear, descriptive text that tells the algorithm what your Short is about. Include relevant keywords naturally - this helps both algorithmic matching and search discoverability.

Hashtags. Two to five relevant hashtags help categorize your content. Use a mix of broad (#shorts, #startup) and niche (#saasmarketing, #growthstrategy) tags.

Audio and music. The algorithm tracks trending sounds. Using trending audio can give your Short a distribution boost, similar to TikTok's trending sound mechanic.

Visual content analysis. YouTube's computer vision analyzes what is in your video - text overlays, faces, products, actions. Videos with faces tend to get higher engagement and better algorithmic treatment.

Practical Tips for Startups

Hook in the first second. The Shorts feed is a swipe-based experience. Viewers decide within one second whether to watch or swipe. Open with a bold statement, question, or visually arresting moment.

Optimize for completion. Keep your first Shorts between 15 and 30 seconds. Higher completion rates drive stronger algorithmic signals. Once you understand your audience, test longer formats.

Leverage the search advantage. Unlike TikTok, YouTube Shorts appear in both YouTube and Google search. Create Shorts that answer specific questions your target customers are searching for. Learn more about creating Shorts that perform.

Post consistently. Three to five Shorts per week gives the algorithm enough content to test and learn which audiences respond to your content. Consistency builds algorithmic momentum.

Use Shorts to grow your channel. Shorts are a top-of-funnel format. Use them to introduce your brand and drive subscribers who then engage with longer content. This cross-format strategy is YouTube's unique advantage over pure short-form platforms.

The YouTube Shorts algorithm rewards content that holds attention and drives engagement. Focus on strong hooks, clear value, and consistent posting - the algorithm will handle distribution.