Here’s the reality with YouTube. While other platforms are the home of trends, YouTube has always been focused on what it does best: helping creators build real audiences that last.
And now, Shorts is the fastest way to grow your YouTube audience. And if you’re not taking it seriously yet, you're missing one of the biggest opportunities in the creator economy. Keep reading to find out why.
YouTube is built for creators, not just content
YouTube isn’t just a part of the creator economy. It helped create it.
For 20 years, YouTube has rewarded creators who understand their audience, focus on quality and build momentum over time. That foundation still matters because while TikTok and Insta have a firm grip on keeping audiences scrolling, YouTube is the GOAT for intentional viewing. It’s where people go to watch, learn, be entertained, and follow creators they have a deeper connection with.
That difference changes everything.
When people choose your content, they stick around longer. They subscribe. They come back. And YouTube’s algorithm follows viewers, not trends. If people want to watch what you’re making, YouTube will keep surfacing it.
That’s why YouTube remains one of the strongest platforms for long-term creator growth.
Shorts are the fastest way to get discovered on YouTube
Shorts have changed how creators grow on YouTube.
They are built for discovery. They grab attention quickly, reach new audiences fast, and introduce your content to people who have never seen you before. In fact, around 74% of Shorts views come from non-subscribers, making them YouTube’s most powerful discovery tool.
And the scale is massive. Shorts generate over 200 billion views every day.
The key thing creators often miss is this: Shorts do not live in isolation. They feed directly into YouTube’s wider ecosystem.
A Short can introduce someone to your channel. That viewer can then watch your long-form videos, subscribe, and become part of your community. Shorts scale beyond the first view. They are not just quick hits. They are entry points. Given 38% of viewers click on a channel’s profile after watching a Short, they are a very powerful entry point.
If you’re treating Shorts as an afterthought, you are under-leveraging their role in your growth.
Shorts reward what you actually want to create
Creator burnout is real. And one of the biggest causes is constantly fighting the algorithm.
YouTube works differently.
Its algorithm pays attention to viewers, not videos.
That means your performance is driven by how people actually engage with your content. If views slow down, you get clear signals on what to improve. If something takes off, you know exactly what to lean into.
You do not need to post constantly.
You do not need to reinvent yourself every week.
You can focus on the content you genuinely want to create, as long as your audience wants to watch it too.
Shorts are central to what comes next in the creator economy
Shorts aren’t just YouTube’s version of short-form video. They are central to the platform’s future.
YouTube has been clear about how Shorts and long-form work together. Shorts drive reach. Long-form builds depth and retention. Together, they create momentum.
That is why Shorts play such a big role in unlocking future opportunities on the platform, from deeper audience growth to brand partnerships.
For creators, Shorts are often the fastest way to show momentum, relevance, and scale.
Where to start
If you are already on YouTube but not using Shorts consistently, this is your sign to start.
If you’re not on YouTube at all, now is the moment to jump in. Shorts lower the barrier to entry and give you a fast way to build visibility while you find your rhythm. Shorts are not a trend; they are one of the smartest ways to grow on YouTube. So, even if you don’t think long-form is your cup of tea, nothing is stopping you from getting started with Shorts.
If you are serious about growing as a creator, YouTube deserves more than a side-hustle level of effort. At TRIBE, we are laser-focused on bringing more YouTube Shorts campaigns to creators ready to unlock their earning potential.
If you haven’t already, jump into the app and connect your YouTube channel so you’re ready!
