While social platforms make it easier to create new influencers with large followings, there’s still something to be said about the allure of legendary music stars and movie icons in attracting viewers and generating interest in social applications.

YouTube is leaning into that this week, by partnering with musician Ed Sheeran to host previews of his latest songs exclusively in YouTube Shorts clips.

YouTube Shorts viewers will get access to 14 new Ed Sheeran tracks ahead of their official release (on October 29th), as well as the ability to make their own #SheeranShorts takes for each tune.

Which will no doubt bring a lot of Ed Sheeran fans to Shorts, and spark more interest in the option. YouTube notes that Sheeran is one of the top 10 most-subscribed-to artists on the platform (at 49.1m subscribers), and the expanded campaign seems like a good way to help maximize interest in YouTube’s TikTok-like option – which, ideally, will also help it keep users from switching across to TikTok instead.

Interestingly, TikTok is also using celebrities in its latest promo campaign, with The Rock and Heidi Montag taking part in its ‘Discover My World’ push.


While maintaining a sustainable, rewarding creative environment is obviously important for platform development, these new ads will undoubtedly appeal to the millions of fans of these high-profile users.

Will this assist to increase long-term interest in YouTube Shorts? Although it’s difficult to determine whether Shorts has a place on YouTube, YouTube claims that Shorts is already getting 6.5 billion daily views and is rapidly expanding in numerous areas.

Perhaps this will guarantee that YouTube maintains its position as the leading online video platform, while the company’s smart monetization system for producers positions it well to capitalize on the next wave of creators looking to maximize their financial potential.

TikTok, too, is working on its own incentive schemes centered on eCommerce, but for now, YouTube is the most lucrative platform, and it may remain such for some time.

YouTube will be hoping that by giving a more comprehensive monetization channel for producers, it will be able to defeat TikTok. By growing its following, it may be able to give a credible TikTok alternative in Shorts, which might increase to the platform’s long-term attractiveness.