Here are some tips on how to grow on YouTube, especially in the age of YouTube Shorts:
1. Combine Shorts and long-form content from the start
Create a posting schedule that includes both formats, ideally alternately posting two of each per week, totalling four videos per week. While Shorts are great for building subscribers, if a creator's ultimate goal is to make long-form content, they should be making long-form content from the start.
2. Go niche
In terms of content type, choose a narrow niche and steer clear of variety or broad entertainment videos. Suitable niches could be a specific sport, like fishing, or a specific videogame.
3. Use Shorts as self-contained storytelling experiments
Don't make Shorts using snippets from long-form videos, but create bespoke, self-contained, 60-second stories. This helps creators learn storytelling and editing skills that can later be applied to longer videos.
A good Short will have a fast hook that captures the viewer's attention, typically a "big one liner" and a story that can be resolved in one minute or less.
4. Focus more on viewership than subscribers
Subscriber count isn't always helpful to understanding whether viewers like your content. Instead, look to viewership as a more valuable indicator of this. Someone could watch one video, subscribe to your channel and then not watch any more videos, whereas someone else could not subscribe but watch four or five videos in a row.
The second type of viewer is more likely to have your content recommended on their home page than the first type, and therefore likely to watch more in the future. This advice doesn't necessarily apply to potential brand partners.