Shorts have been growing fast on YouTube, and the opportunity is real. I’ll be honest — I’m primarily a long-form person, so I’m probably leaving some views on the table by not using Shorts more. But I do think there’s a right way to approach them.
The main caution I’d give is to not go all-in on Shorts at the expense of your long-form content. Shorts generally don’t convert well into subscribers — top Shorts creators have told me they convert at less than 10% the rate that long-form viewers do. They also generate significantly less ad revenue, and they don’t give you the depth of connection with a viewer that a longer video does.
That said, there are a few really smart ways to use them. You can use Shorts to test video ideas before investing time in a full video — if a Short on a topic takes off, that’s a strong signal to go long-form on it. You can also use them to get discovered, since people scroll through Shorts at a much higher volume. And you can use them as a bridge to your long-form content by ending with a call to action that points viewers to the full video.
The key idea is this: Shorts will get you seen, but long-form is what builds your channel and your business.
5. YouTube is increasingly being consumed like TV and podcasts
Something has quietly but significantly shifted in HOW people actually watch YouTube. More viewers are watching on their televisions — often just in the background — and even more are listening with earbuds in, using YouTube essentially as a podcast.
Because of this, the formats that perform well have shifted too. Long-form interviews, podcast-style conversations, and 30–60 minute videos that would have struggled a few years ago are now getting millions of views. The old idea that you needed a tightly edited 10–14 minute video with lots of B-roll and quick cuts? Much less relevant now.
This is great news if you love creating longer, more in-depth content, because you have more flexibility than ever before. That said, a few things matter more now, not less. Audio quality has become non-negotiable — if people are listening with earbuds and not even watching the screen, they’re going to notice any issues with your sound right away. Clear structure also matters more, since your video needs to be easy to follow on audio alone.
One format that has largely faded is vlogs. They rely too heavily on visuals to translate well to an audio-first experience, and they just don’t perform the way they used to. If you love making them, keep going — but it’s worth knowing that the growth opportunity there isn’t what it once was.
6. AI is a tool — not a shortcut
AI has become a genuinely useful tool for creators, and I think most of us should be using it in some way. It saves time, helps with brainstorming, and can surface angles you might not have thought of on your own.
But what I’d call “AI slop” — content that’s fully generated by AI and as a result ends up generic, repetitive, and low-effort — is getting crushed on YouTube right now. Not because YouTube is actively suppressing it, but because viewers just don’t engage with it. And since the algorithm runs on viewer engagement, that content gets deprioritized almost automatically.
What viewers DO respond to is real experience, unique opinions, and genuine personality. And those things are actually standing out MORE than ever, specifically because so much content has become generic and interchangeable. Authenticity is more valuable now, not less.
The right approach is to use AI as a partner in your process — let it help you outline and research — but then fill your content with your actual experience, specific examples, and honest takes. That’s what viewers want, and that’s what the algorithm rewards.
