Creators Turn to YouTube Shorts Amid 'Insane' Subscriber Growth
Brian Mandler and Brian Nelson, co-founders of the Network Effect agency, which led the Shorts experiment with clients McKay, Feeney and Montoya, say building out a sizable YouTube subscriber base is the “gold standard” for creators aiming to make a living.
“Madison Avenue, at large, really understands the value of a YouTube following and understands the value of a YouTube view,” Mandler, a former Google and YouTube executive, says. “There is only benefit to having a really large YouTube following.”
Even creators without established followings on other platforms have found rapid success through Shorts. Anthony Baroud, a dental student in Chicago, launched his channel Dental Digest last summer and started focusing on shortform after seeing “insanely high” engagement. In one year, his channel hit 4.5 million subscribers.