YouTube Shorts Update Forces Asian Brands To Triple Output Overnight
YouTube’s update is driving up costs in Asia as brands must publish three to seven Shorts weekly, with agency fees ranging from US$60 to US$500 per video.
YouTube Shorts' recent algorithm update is forcing Asian brands to triple production output as the platform prioritizes videos under 30 days old, according to creator analytics shared by Mario Joos, CEO of the Stokes Twins channel.
Sharp Viewership Drop Reshapes Content Strategy
Joos documented what he calls "the flattening," showing Shorts older than 30 days became virtually invisible in recommendations. The shift mirrors similar moves by Meta to favor fresh uploads, but arrives as Asia's short-video market approaches US$2 billion in 2025 value.
The change creates immediate budget pressure across the region. Indian agencies charge in the ballpark of US$60 to US$240 per basic branded Short, while Singapore studios command US$150 to US$500 or more for production-grade content. Brands now face recommendations to publish three to seven Shorts weekly to maintain algorithmic visibility, compared to previous evergreen strategies.
"Shorts older than 30 days became virtually invisible overnight. We had to triple our Bangkok team's output just to stay visible," said Ladda Pungpairoj, SEA Video Lead at Ogilvy Asia.
Southeast Asian brands report twice the organic reach for trend-aligned content versus evergreen Shorts following the update. Completion rates of 75% within the first 24 hours now determine whether the algorithm surfaces videos in Asia's competitive markets.
Leighton Cosseboom
Production Costs Strain Marketing Budgets
The volume demands clash with regional production economics. Indian influencer fees range from around US$240 to US$24,000 per branded Short depending on audience size. Logistics company Delhivery paid approximately US$1,450 for 12 Hindi and English Shorts emphasizing real-time delivery tracking, achieving 2.1 million views monthly through trend-reactive formats versus 680,000 views with evergreen content.
Singapore Tourism Board shifted from four high-production Shorts monthly to 21 AI-assisted clips with localized food and culture hooks, maintaining 1.8 million or more monthly views despite the algorithm change through three times higher upload frequency.
"The algorithm now demands TikTok-style production cycles but with YouTube-level branding. It's unsustainable for lean teams," said Ravi Shukla, Head of Digital at Wavemaker India.
YouTube launched AI creation tools including Edit with AI and Extend with AI in Asian markets to reduce editing burdens. However, brands using AI tools achieve 2.3 times higher output but require 40% more staff hours for localization, according to Pixability's 2025 analysis.
Leighton Cosseboom
Evergreen Libraries Lose Value
The update particularly impacts brands like Thailand's Siam Piwat Group and Indonesia's Tokopedia that built substantial evergreen Shorts libraries. Thailand's visual-first audience demands meme integration within 24 hours of trend emergence to maintain completion rates critical for algorithm visibility.
Trend-aligned Shorts achieve 156% higher views when published within 24 hours of trend emergence, creating pressure for real-time production capabilities. The shift forces brands to recalibrate content amortization models as older videos no longer generate sustained returns.
YouTube Partner Program monetization requires 10 million Shorts views over 90 days in Asia, making consistent algorithmic visibility essential for revenue generation. The 30-day visibility window compresses the earning period for individual videos.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
