Issue #2 | Jan 13, 2026
Hey Reader
A lot of creators are quietly panicking about Shorts right now - and a lot of them don’t even know why.
In this issue, you’ll see why the “Shorts ruined my channel” crowd might be telling the truth… and why they might still be missing the real point.
This week’s podcast
Viral YouTube Shorts with Jeremy Vest - EP6
Jeremy’s worked with massive brands, helped generate billions of views, and in this conversation he breaks down what’s actually happening with YouTube Shorts right now (and what most people are doing that quietly sabotages their channel).
- Why some creators swear Shorts “killed their channel” - and why the opposite can also be true
- The 3 numbers Jeremy watches before he can “predict” a Short will take off
- The tiny detail in the first second that decides if your viewer stays or swipes
- The simple “hook -> payoff” pattern behind some of his biggest viral Shorts
- The one mistake that quietly fragments your audience into the wrong subscribers
Go watch or listen to the episode right away here now:
In case you missed it
You can access all past episodes here:
Did you know?
This is really interesting...
Jeremy says Shorts don’t “destroy” channels - going viral outside your niche does.
If a Short takes off with the wrong audience, you can end up with thousands of new subscribers who don’t care about the content you actually want to be known for.
He also breaks down three specific levers he looks at for Shorts performance.
- First - niche alignment (so you’re attracting the right viewer).
- Second - watch time. His rule of thumb: under 30 seconds needs 100% watch time, and over 30 seconds needs around 80%.
- Third is swipe-away rate. If your swipe-away rate is under 40% (meaning 60% keep watching instead of swiping), and your watch time is strong, and the Short matches your niche - you’re moving from a “shotgun” approach to a “surgeon” approach.
The practical move:
Pick one niche you want to own, then build Shorts that earn attention immediately (first 0-2 seconds) and deliver a clear payoff at the end.
Make the viewer feel the story is moving forward - not just that you’re explaining something.
Quote of the week
Oh, and one more thing…
Pat Flynn has just kicked off his 30-Day Video Challenge - a simple way to stop overthinking and build real momentum with short-form by posting every day.
You’ll be doing it alongside a global group of creators, with prompts and structure to keep you moving. I’m joining in too.
If you want to follow along (and join us), check it out here.
Ok… that’s a wrap
Hit reply and let me know what you thought, or what you’d like to see covered in future issues.
Until next time,
Gideon Shalwick
Founder, Vubli
PS: If you’re not using Vubli yet, you can start your free trial here.
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