Aug 04, 2025 [[read-time]] minute read
What does it take to captivate millions in under a minute? How do you turn a personal experience into a viral sensation? And where is short-form video headed next?
We sat down to discuss all this and more with two experts who know the space inside and out: Jordan Howlett, whose unique storytelling has made him one of the most recognizable creators on the platform, and Todd Sherman, the former product lead for YouTube Shorts. Moderated by Creator Liaison Rene Ritchie, their conversation was a masterclass in authenticity, perseverance, and creative strategy.
Here are the key takeaways from their discussion.
Before he was known for his "fast food secrets," Jordan Howlett found his voice by sharing relatable experiences from his day jobs.
“I'm just going to start posting things that get me out of my comfort zone," Jordan recalled. "And what really ended up hitting for me was just sharing my experiences from my 9-to-5.”
This is a powerful reminder that the most compelling content often comes from your unique perspective. Authenticity resonates, and turning your personal experiences into stories is a surefire way to build a real connection with an audience.
“Just be a human being, like, just be a normal person. The moment you start trying to put on a persona... people can see right through that.”
How do you know if a video is going to work? For Jordan, it’s a mix of data and instinct. “Videos will tell a story to you,” he explained. “I usually know within the first hour if the video is going to do well or if the video is not.” He looks at early signals like the ratio of likes to views to gauge audience reaction.
To help creators get that feedback even faster, Todd Sherman explained a recent change to how Shorts views are counted. The new system, which registers a view when a Short appears in the feed, is designed to give a clearer, quicker picture of how many people have seen your content. "It allows creators to get that feedback loop going much faster," Todd said.
Trends can be a powerful launchpad, especially for new creators. As Jordan noted, "Trends are fantastic... It's a fantastic way to get out of your comfort zone." They provide a framework to help you start creating and find an early audience.
However, he also cautioned against relying on them exclusively. "I do think that there's a lot of benefit in just forging your own path, because those videos will last a lot longer." Original ideas have a longer shelf life and are key to building a unique and sustainable channel.
“Trends are fantastic, especially for a newer creator... But I do think that there's a lot of benefit in just forging your own path, because those videos will last a lot longer.”
Every creator faces challenges and has videos that don't perform as expected. Jordan’s core message to everyone on that journey was simple but powerful: “It is impossible to beat somebody who doesn't give up.”
Perseverance is the common thread among all successful creators. Pushing through the moments of self-doubt and continuing to create, experiment, and learn is the most important part of the journey.
Looking to the future, the conversation touched on everything from collaborations to AI. Jordan’s advice for working with others was straightforward: "Just be a human being... people can see right through" a persona.
When asked about AI's role in creation, he offered a nuanced perspective. He sees a "yin to the yang" effect, where the rise of AI will inspire those who value human craftsmanship to create even more original and authentic work.
Ultimately, the conversation was a celebration of the creator spirit. It’s about having the courage to share your story, the resilience to keep going, and the authenticity to build a true community. For the full conversation, check out the video below.