Should You Be Posting More YouTube Shorts? Here’s Why I Don’t Think They’re the Answer
If you’ve spent any time in the YouTube space lately, you’ve probably heard the same advice over and over again:
“YouTube is pushing Shorts, so you need to make more Shorts.”
On the surface, it makes sense. Open the YouTube homepage and you’ll see exactly what’s happening. Long-form videos have less real estate than they used to, while Shorts seem to be everywhere. Add in the flood of AI-generated content competing for attention, and it’s easy to conclude that the only way to keep up is to start publishing more short-form videos.
The problem is, that’s not what I’m seeing.
After working with YouTube creators for nearly a decade and analyzing dozens of channels ranging from brand-new creators to million-subscriber businesses, I’ve come to a very different conclusion. If your goal is to build a real business with YouTube, chasing Shorts isn’t the strategy I’d recommend.
Yes, Shorts Are Everywhere
There’s no denying that YouTube has made Shorts a priority.
They’re taking up more space on the homepage, they’re heavily promoted in the app, and they’re clearly part of YouTube’s long-term strategy. At the same time, long-form creators are competing with an increasing amount of AI-generated content that can be produced at a scale most humans simply can’t match.
Those changes are real, and they absolutely make growing a YouTube channel more competitive than it was a few years ago. But more competition doesn’t automatically mean you should abandon the strategy that’s actually making creators money.
More Views Doesn’t Always Mean More Business
One of the biggest patterns I continue to see is that Shorts generate views far more easily than they generate subscribers. People swipe through Shorts differently than they watch long-form videos. They’re consuming content quickly, often without stopping long enough to decide whether they want to follow the creator behind it.
That means you can rack up thousands—or even hundreds of thousands—of views without building the kind of audience that’s actually invested in what you do. If you’re a business owner, that’s an important distinction. Views are exciting, but subscribers, trust, and customer relationships are what pay the bills.
Long-Form Content Builds Trust
When someone watches a 15- or 20-minute YouTube video, they’re spending real time with you. They’re hearing your stories, understanding your perspective, watching how you teach, and deciding whether you’re someone they trust. That’s incredibly difficult to accomplish in a 30-second Short.
Long-form content also gives you the space to naturally recommend products, grow your email list, introduce your services, and create the kind of relationship that leads someone to eventually become a customer. That’s why, year after year, I continue to see the majority of six- and seven-figure YouTube businesses built on long-form content—not Shorts.
If You Have Limited Time, Choose Wisely
Every creator has limited time and energy. Creating Shorts isn’t free just because they’re short. Even clipping existing videos takes time, reviewing AI-generated edits takes time, and creating native short-form content consistently can quickly become another full-time job.
If you already create content for Instagram or TikTok, repurposing that content onto YouTube makes perfect sense. But if you’re choosing between producing another high-quality long-form video or spending that same time creating multiple Shorts, I would almost always invest in the long-form video.
One evergreen video that ranks in search, gets recommended for months, and consistently brings in leads is often far more valuable than dozens of Shorts that disappear almost as quickly as they’re watched.
The Real Solution Isn’t More Content—It’s Better Content
I don’t believe the answer to today’s YouTube landscape is simply working more. I think it’s becoming more strategic.
With fewer opportunities to earn clicks on the homepage, every part of your long-form content matters even more than it used to. Your topic has to solve a real problem. Your title has to spark curiosity. Your thumbnail has to earn the click. And once viewers arrive, your content has to deliver.
The creators who continue growing aren’t necessarily the ones posting the most, they’re the ones making better decisions.
Focus on Building a Business, Not Just Chasing Views
Algorithm updates will continue. YouTube will keep experimenting. The platform will evolve just like it always has. But the fundamentals haven’t changed. People still come to YouTube looking for answers, education, inspiration, and transformation. They still buy from creators they trust. And trust takes time to build.
If your goal is to create a business that generates real revenue—not just viral moments—I believe your time is still best spent creating thoughtful, strategic long-form content.
Shorts can absolutely have a place in your overall strategy, I just don’t think they should become the strategy.
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