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YouTube Shorts might still be relatively new, but 1.5 billion YouTube users are already engaging with them every month.

As YouTube’s answer to TikTok and Reels (and yes, Reels is of course Insta’s answer to TikTok) it makes some sense that (A) more people are becoming interested in the format, and (B) that YouTube is investing in continual improvements.

Here the new features you need to pay attention to:

Comment Stickers

(This one is just an experiment for now, but all signs point to a launch ASAP.)

YouTube is testing a new comment sticker for Shorts clips, allowing creators to use video to respond to comments they receive as a way to more organically engage with their viewers. A feedback loop and flow of content and responses has proved popular on TikTok and Instagram Reels.

Shorts Coming to Smart TVs

As explained by Protocol, YouTube has a few major advantages over TikTok. Mainly, it has a massive audience and many connected services. One of those includes the fact that YouTube is already on most people’s TVs. Unfortunately, Shorts have not been playable on TV like other YouTube content, but that’s about to change.

• In fact, you might be able to watch more than one at once! That would be in a feature called Mosaic Mode that was recently previewed to hardware companies.

TikTok has made some strides in the TV space, starting with a partnership with Samsung last March. Still, YouTube would likely be able to catch up quickly given that many people already have YouTube on their TVs—while people have to actively seek out and add the TikTok app, if it’s available to them at all.

Video Trimming Improvements (Into Shorts? Someday…?)

Another new, Shorts-adjacent feature is an update to the YouTube Studio Editor trim feature which will make it easier to cut segments from longer uploads.

• The improved interface makes it easier to be precise when selecting sections of content. These shorter clips are a great way to encourage participation and expand creator reach within the app.

Unfortunately, it doesn’t sound like this will let you create Shorts directly from longer uploads or existing content. But it seems like it could be possible eventually… Right??

Why it Matters

All of these updates (and more) point to YouTube’s continued focus on short-form video. Now is defintiely the time to work this style of content into your social strategies.

Want to learn more? We’re very excited to focus on this very topic in our upcoming Social Media Show and Tell event.) There is also a great starter guide over on the Hootsuite blog.