YouTube’s 2021 plans: what launched and how it works now

Nearly all of YouTube’s 2021 plans shipped: Shorts became a format with an ad revenue share, shopping from videos grew into YouTube Shopping, and “Applause” launched as Super Thanks. For businesses, the parts that matter are Shorts and video search.

What did YouTube promise in 2021?

In early 2021 YouTube announced Shorts, shopping directly from videos, an “Applause” feature and an app redesign. The first version of this article retold that announcement. Below is what became real tools and how they look in 2026.

How did YouTube Shorts develop?

Shorts entered beta in India in September 2020, reached the US in March 2021 and became available in more than 100 countries in July 2021. In October 2024 the maximum length went up from 60 seconds to 3 minutes.

Since 2023, creators in the YouTube Partner Programme have earned a share of ad revenue from ads between Shorts. Revenue is pooled, allocated by views, and creators keep 45% of their allocation. To access ad revenue sharing, a channel needs 1,000 subscribers plus either 4,000 public watch hours on long videos in 12 months or 10 million Shorts views in 90 days. Terms change, so check YouTube Help for the current version.

What is YouTube Shopping?

The plan to shop from videos became YouTube Shopping. Creators in the Partner Programme connect a store and tag products in videos, Shorts and live streams; viewers in supported countries buy through the channel store, the description and the product shelf. Shopify and several other platforms integrate with it. The country list and channel requirements are in YouTube Help.

Where direct YouTube sales are unavailable, the classic set-up still works: the video shows the product and a UTM-tagged link in the description leads to the product page of your online store.

What happened to “Applause”?

The feature was tested as Viewer Applause and launched in July 2021 as Super Thanks. A viewer pays to thank the creator, and their comment is highlighted in colour. For companies it is a minor tool. For creators and experts it adds income from an engaged audience.

Which ad formats does YouTube offer?

YouTube ads run through Google Ads. The main formats:

• Skippable in-stream. Plays before or during a video; viewers can skip after 5 seconds. You pay per view or by campaign goal.
• Bumper ads. Up to 6 seconds, non-skippable, for brand reminders.
• In-feed. Appears in YouTube search results and recommendations; a click opens your video.
• Shorts ads. Vertical videos between Shorts.

For leads and sales Google offers Demand Gen campaigns, which serve videos and images across YouTube, Gmail and Discover and optimise for conversions. They need conversions set up in Google Ads or GA4.

How can a business use YouTube in 2026?

• Answer search questions. How-tos, reviews, comparisons and buying guides get found through YouTube and Google search for years after publishing.
• Use Shorts for reach. A quick answer, a product demo, a clip from a long video that links to the full version.
• Optimise videos for search. A title with the key phrase, a 150–300 word description, chapters with timestamps, captions and a clear thumbnail.
• Embed videos on your site. A video on a service page helps visitors understand the offer and helps the page stand out in search.
• Measure leads. UTM links in descriptions, GA4 conversions and a “how did you hear about us” field in the CRM.

Production need not be expensive: one shooting day yields material for several long videos and a series of Shorts. There is a separate service for that: video production for YouTube.

FAQ

How long can a YouTube Short be?

Since 15 October 2024, up to 3 minutes. Square or vertical videos of that length are published as Shorts.

How much does YouTube pay for Shorts?

A creator in the Partner Programme keeps 45% of their allocated share of Shorts ad revenue. The amount depends on views, audience country and advertiser demand.

Should a business monetise its channel?

Usually not a priority. For a company, ad revenue is secondary; the main goal is leads and sales through the website.

Is YouTube Shopping available in Ukraine?

YouTube publishes and updates the list of supported countries in its Help Centre. Check the current list before connecting a store.

Which is better for business, Shorts or long videos?

You need both. Shorts bring reach and new subscribers; long videos answer search questions and bring leads.

Sources

• Variety: YouTube Shorts global launch (2021)
• YouTube Help: Shorts monetization policies
• YouTube Help: YouTube Shopping
• YouTube Blog: Super Thanks (2021)