August 23, 2025 · 4 min read
YouTube Shorts: Who Should Launch Them and Who Shouldn't in 2026
Vladimir Sivenkov · Official RHEI representative 
When vertical videos strengthen a strategy and when they slow growth
Why Everyone Started Talking About Shorts
Since its launch, Shorts has become YouTube’s main answer to TikTok and Reels.
Many channels grow virally thanks to vertical videos, but for most the result is unstable.
And the main question is: do you definitely need this direction?
Let’s work out who Shorts really helps and who it hinders.
The Strength of Shorts
1. Fast reach. Shorts is a zone of mass views. The algorithm can show a video to hundreds of thousands of people.
2. Easy to produce. They are shorter, simpler to edit and don’t need a complicated setup.
3. Fewer barriers to entry. You can quickly test ideas, check hypotheses and “get your hand in.”
4. Potential for a viral effect. Good ideas with bright delivery can take off and bring traffic.
But There Are Pitfalls Too
1. Subscribers don’t become an audience. After Shorts, random people often subscribe and don’t watch long videos.
2. Lead quality drops. If the goal is leads, clients and growing trust, vertical videos don’t always work.
3. The algorithms “separate” the formats. YouTube treats Shorts and regular videos as different ecosystems. Their growth is almost unrelated.
4. They interfere with brand perception. If short videos are too chaotic or “entertaining,” it can reduce the sense of expertise.
Who Should Definitely Make Shorts
New creators. To test your delivery, build your eye and “warm up” the channel.
Those who already have regular long videos. Shorts reinforce the strategy and can bring new viewers.
Those selling mass-market products, lifestyle or education. The format works great for attracting a broad audience.
Those building a personal brand with an active public presence. A bright style, charisma and clips from talks all suit Shorts.
Who Is Better Off Not Betting on Shorts
Entrepreneurs with no time for a parallel strategy. Shorts are not a replacement but an addition. If your main videos aren’t stable, don’t spread yourself thin.
Experts with niche topics. Complex topics need depth. 15 seconds is too little for value.
B2B authors and corporate channels. In these segments structured videos, case studies and explanations work better.
Those counting on “sales through views.” Shorts give reach but don’t lead to conversion directly.
How to Use Shorts Wisely
1. Build them into the funnel.
- Let it be an entry point, but the continuation should be in long videos.
2. Make compilations by topic.
- You can collect Shorts into mini-series to build a habit in the viewer.
3. Link short and long formats.
- In the short: the problem. In the long one: the solution. This works.
4. Don’t expect an instant effect.
- Growth through Shorts can be irregular. It is an experiment, not the foundation of a strategy.
So Should You Launch Shorts?
If you already have a stable format and understand your audience, yes: add Shorts as an entry point.
If you’ve just started, Shorts can be useful, but don’t let them replace all your content.
If you are an entrepreneur or expert with business goals, you should use Shorts consciously, without expecting “magic growth.”
Want a Strategy Where Everything Works Toward Results?
If you feel that running a YouTube channel takes too much of your time and you’d rather focus on your business, take a look at how I work. I help entrepreneurs, experts and teams delegate channel management, with strategy, analytics and growth as the priority.