Why YouTube is once again creators’ favourite platform in 2025
In recent years, TikTok and Instagram have dominated the social media landscape with short-form video. But 2025 has brought an unexpected shift: YouTube is once again becoming creators’ platform of choice. This is no coincidence. The platform has evolved by combining reliable monetisation, new AI-powered tools and flexible formats that support deeper, more sustainable storytelling over time. At Keepers, we break down why.
Real (and consistent) monetization
While other networks are still adjusting their revenue sharing programs, YouTube remains the only space where it is possible to make a living from content creation in the long term.
YouTube Shorts now generate clearer advertising revenue, and the platform continues to expand its monetisation options, including channel memberships, live donations and product integrations within videos.
As a result, many creators, especially those who were already diversifying their presence, are refocusing on their main YouTube channels.
At Keepers, we have seen this clearly in campaigns that prioritise evergreen YouTube content, such as collaborations with tech and lifestyle creators whose videos continue to generate views and conversions months after launch.
AI + long-form storytelling: the formula for 2025
YouTube has been a pioneer in integrating artificial intelligence in editing, optimization, and creativity. New tools such as Dream Screen, which generates AI backgrounds, and Ask Studio allow creators to spend less time on post-production and more time developing ideas and narratives.
Combined with long-form video, this has encouraged many creators to return to content with greater narrative depth and value.
We have seen this in recent Keepers campaigns where YouTube allowed creators to tell complete stories, from behind-the-scenes looks at collaborations to creative challenges linked to technology and financial products.
And TikTok? It also pays, but in a different way
Although TikTok remains key to visibility and virality, its monetization model is still limited. The Creator Rewards Program only pays for long videos and distributes revenue among a large number of creators, resulting in much lower payments than on YouTube.
By contrast, YouTube offers a broader and more sustainable ecosystem. From advertising to memberships and merchandise, creators can build diversified, passive income streams. That is why many professional creators now use TikTok for discovery and YouTube for consolidation.
Beyond mobile: YouTube as “social television”
Consumption on large screens has skyrocketed: more than 1 billion hours viewed every day on Smart TVs. Brands are increasingly aware of this shift and are investing more in YouTube campaigns that favour cinematic, carefully produced and long-lasting content.
At Keepers, we apply this approach by designing campaigns where creators publish flagship videos on YouTube, supported by shorter cut-downs for TikTok and Instagram. This maximises cross-platform reach while maintaining brand consistency.
The community that never left
Unlike other platforms, YouTube has maintained a real link between creator and audience. Comments, subscriptions, and long-form content foster stable , ongping relationships, not just quick views.
In addition, long-form video also allows creators to show a more human and natural side of themselves, from everyday routines to the creative process behind their content. This sense of closeness builds trust and makes audiences feel part of the story.
At Keepers, we see this constantly in campaigns where creators open up their lives through genuine routines and spontaneous conversations, reinforcing the idea that authenticity remains the strongest bridge between brands and audiences.
All of this makes YouTube, in 2025, the most valuable channel for brands seeking credibility, emotion and authentic connection.
In short, YouTube has not come back because it never really left. It simply evolved while others competed for attention. Today, creators and the brands that work with them are rediscovering YouTube as the best place to build, tell stories and connect.
