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

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 itThe 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 aroundWhy Jordan thinks most Google spend is a non-incremental tax — and the channel hierarchy he'd use for every D2C brand over $10MThe 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 wrong, and what to ask instead

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Chapters:

[0:00] Introduction: Brett Curry & Jordan West Swap Podcasts

[1:09] Why YouTube CPMs Are the Most Underpriced in the Industry

[5:00] What's Working on YouTube Shorts: The Framework for Winning Creative

[7:57] TikTok Shop Deep Dive: Jordan's Obsession with Demand Generation

[10:01] Like, Know, and Trust: Why YouTube Is the Ultimate Brand-Building Platform

[11:28] Ad Break: OMG Commerce Omnichannel Growth

[12:37] The Blitz Methodology: How Social Commerce Club Concentrates Creator Signal