The news: YouTube updated its search control options to let users look specifically for either long-form or short-form content, increasing the opportunity for intent-driven Shorts content discovery.

It said the change is meant to help users find exactly what they’re looking for, regardless of format, and give more control over whether they see Shorts or long-form videos in search results.

The streamer also replaced the “View count” filter with “Popularity” and removed “Upload Date - Last Hour” and “Sort by Rating” filters.

What it means: Now that users can explicitly search for Shorts, those who are seeking short-form videos—such as quick how-tos or product demos—are more likely to find them.

Brands can design campaigns around short-form search intent rather than general feed and recommendation discovery. This could be helpful in a crowded algorithmic environment by giving brands a more direct line to user interest.

Why it matters: Letting users find Shorts separately could help marketers understand audience behavior more deeply and evaluate preferences for short- versus long-form content.

• Brands can segment campaigns by interest and optimize messaging and creative for viewers who are actively choosing bite-sized content with the Shorts search filter.
• They can also use different KPIs—such as completion rate—for Shorts compared with traditional-length videos, which may be more likely to prioritize metrics like average view length.

The feature could also benefit Shorts-weary users and advertisers who focus on long-form video ad placements by letting the latter avoid competing with short-form videos for attention.

Recommendations for marketers: Use this search filter shift to gather more precise user data to inform dual short- and long-form content campaigns.

• Shorts can be an engine for quick, intent-driven discovery that supports snackable content and rapid brand awareness.
• Longer videos allow for deeper storytelling and sustained attention, making them ideal for more in-depth campaigns and detailed product information.