YouTube Shorts deep dive: A conversation with product lead Todd Sherman and creator Jenny Hoyos
Jan 28, 2025 – [[read-time]] minute read
In a recent video released by Creator Insider, YouTube Shorts Product Lead Todd Sherman sits down with successful Shorts creator Jenny Hoyos to discuss the nuances of creating engaging short-form content.
The Hook is Everything
Jenny emphasizes the critical importance of hooking viewers within the first second of a Short, using a three-step formula of shock, intrigue, and satisfy. This aligns with the fast-paced nature of Shorts consumption, where viewers quickly swipe through videos in the feed.
“ I really do think you have one second to hook someone, especially on Shorts.”
Thumbnails: Less Important for Discovery, More for Branding
An interesting point of discussion was the role of thumbnails for Shorts. Both Jenny and Todd agree that thumbnails are less crucial for attracting viewers in the Shorts feed compared to long-form videos. However, they acknowledge the value of custom thumbnails for maintaining a professional channel aesthetic and appealing to brands.
“ Thumbnails are not important because 99.9% of the views are coming from the Shorts feed…As far as channel marketing and branding, I think thumbnails are very important.”
Shorts vs. Long-Form: A Different Storytelling Approach
The conversation also delves into the differences in storytelling between Shorts and long-form content. Jenny describes her approach as focusing on individual "bits" that tell a mini-story within the short timeframe. Todd expands on this, mentioning creators who excel at crafting even shorter, 15-second "moments" that capture a specific vibe or scene.
Key Takeaways for Creators
- Prioritize the hook: Grab viewers' attention immediately with a shocking or intriguing element.
- Consider thumbnails for branding: While less important for initial discovery, thumbnails contribute to a professional channel image.
- Adapt storytelling for short-form: Focus on concise narratives and impactful moments.
- Stay tuned for updates: YouTube is actively working on enhancing the Shorts experience based on creator input.
This insightful conversation provides valuable guidance for creators looking to succeed in the dynamic world of YouTube Shorts. Be sure to give it a watch for even more insights on Shorts creation. Happy creating!
