YouTube Shorts, TikTok Blitzes, and Attention Battles: What's Actually Working

About this episode

Brett Curry and Jordan West discuss effective strategies for D2C brands in the evolving landscape of YouTube and TikTok marketing.

YouTube ads veteran Brett Curry (OMG Commerce) and TikTok Shop expert Jordan West (Social Commerce Club) went back and forth live on what's actually moving the needle for D2C brands right now — and some of their takes are going to sting. Most brands are still treating Google spend as a given, measuring YouTube with click-based attribution that was never built for it, and ignoring a TikTok Shop launch strategy that flips the creator dynamic entirely. Inside the episode: The YouTube Shorts formula that's working in 2026 — why Brett reversed his position, and the 4 things a video must have (including minimum length) before you waste money testing it The Blitz methodology explained — how Social Commerce Club seeds hundreds of creators in a 24–48 hour window to manufacture momentum and make big creators come to you instead of the other way around Why Jordan thinks most Google spend is a non-incremental tax — and the channel hierarchy he'd use for every D2C brand over $10M The TikTok Shop–to–Shopify halo effect — the data Jordan's team is seeing that almost nobody is talking about yet "My brand is too premium for TikTok Shop" — Jordan's reframe on why that objection is almost always…

People in this episode

Host: Brett Curry

Guest: Jordan West

Topics covered

• YouTube advertising
• TikTok marketing
• D2C brand strategies
• social commerce
• creator economy
• digital marketing trends

Keywords

• YouTube Shorts
• TikTok Blitzes
• D2C brands
• Google spend
• creator dynamic
• video marketing
• social media strategy

Sponsors

OMG Commerce

Mentioned in this episode

Organizations: Social Commerce Club, TikTok, YouTube, Google

Products: TikTok Shop, Shopify

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