The Rise of the Multiformat Creator: How YouTube is Shaping the Future of Content

YouTube has always been a dynamic platform where creators can express themselves in unique ways, but today, it stands out as the only destination where creators can seamlessly produce all forms of content—from Shorts to longform videos to live streams—while building a thriving community and generating revenue from multiple streams. This evolution is captured perfectly in a recent discussion led by Tara Walpert Levy, YouTube’s Vice President of Americas Business, alongside two inspiring creators: Rosanna Pansino and Ian Boggs. Their insights reveal how the multiformat creator ecosystem is reshaping the creator economy and paving the way for future content innovation.

What Is a Multiformat Creator?

The term “multiformat creator” is more than just a buzzword—it's a new reality for content creators who engage audiences across different video formats. At YouTube, creators who produce both Shorts and longform content tend to see more watch time and subscriber growth compared to those who stick to just one format.

Rosanna Pansino, a veteran YouTuber known for her food and lifestyle content with over 13 million subscribers, shared how embracing Shorts transformed her channel. She likens Shorts to “samples at Costco,” a way to test new content styles without the pressure of a full production. This approach allowed Rosanna to explore comedy sketches—something she was intimidated to do in longform—and the results were staggering. Her monthly views skyrocketed from 15 million to 70 million, and a single Shorts video joking about her height garnered 27 million views and gained her 100,000 new subscribers.

"Shorts gave me the opportunity to make content I've always wanted to make but didn't know how to do in longform. It changed my channel in ways I never expected."

Ian Boggs offers a different perspective, having launched his YouTube career through Shorts during the pandemic. Starting with just 300 views on monthly videos over a decade, Ian’s dedication to creating multiple Shorts daily paid off when one of his videos went viral, rapidly growing his channel to 5 million subscribers in just one year. His journey underscores the power of persistence and finding joy in creating content that resonates emotionally with viewers.

Bridging the Gap Between Shorts and Longform

Both creators emphasize the synergy between Shorts and longform content. Ian uses Shorts as a tool to promote his longer videos by sharing snippets that entice viewers to dive deeper. He stresses the importance of watch time and keeping every minute engaging to retain audience interest.

Rosanna reflects on the initial hesitation many longform creators feel about jumping into Shorts, worried that shortform content might cannibalize their longer videos. However, her experience shows the opposite: Shorts can complement longform by bringing new viewers and offering creative freedom to experiment with fresh ideas.

"I was nervous at first, but now I see Shorts as a huge success. It’s a way to test content, bring in new viewers, and it hasn't taken away from my longform at all."

Authenticity and Audience Connection Are Key

Authentic connection with the audience remains at the heart of successful content creation. Ian highlights that content must create value—whether it’s making someone laugh, teaching something new, or sparking an emotional reaction. For him, the goal is to make videos that people can relate to, ensuring his audience feels seen and appreciated.

Rosanna agrees, emphasizing that YouTube feels like “home” because it offers a holistic platform for creators to share all kinds of content, from live streams to community posts with GIFs, alongside Shorts and longform videos.

Looking Ahead: The Future of Multiformat Creation

When asked to envision the future, both creators see a continuing expansion of formats and immersive experiences. Ian predicts that virtual reality (VR) and augmented reality (AR) will revolutionize how audiences engage with content, imagining a future where viewers can feel like they're on the set of a Marvel movie or in the same room as their favorite creators.

Rosanna hopes YouTube continues to innovate by encompassing all types of content to meet diverse audience preferences. She plans to keep creating food and comedy content well into the future, including upcoming projects like a TV show slated for release in October.

Keys to Success for Aspiring Multiformat Creators

• Jump In and Experiment: Don’t overthink starting with new formats like Shorts. Rosanna advises just diving in and learning as you go.
• Consistency and Hard Work: Ian’s story is a testament to daily effort and persistence, even when initial results are modest.
• Put Your Audience First: Understand what your viewers enjoy and create content that resonates emotionally.
• Authenticity Matters: Create content that you love and that reflects your true self; this connection will shine through to your audience.
• Leverage Multiple Formats: Use Shorts to attract viewers and longform to deepen engagement, maximizing your reach and watch time.

What’s Next for Rosanna and Ian?

Both creators are excited about expanding their creative horizons:

• Rosanna Pansino: Continuing with her signature blend of food and comedy, working on new videos, her TV show, and exploring more live content and merchandise.
• Ian Boggs: Pursuing acting with a passion for superhero-themed short films, aiming to innovate within the genre and eventually break into traditional film, including a dream to act in a Marvel movie. Ian is also open to podcasting and reviving his merchandise brand.

Conclusion: The Multiformat Creator is Here to Stay

The rise of the multiformat creator is not just a trend but a fundamental shift in how content is made and consumed. YouTube’s unique ability to host all formats in one place empowers creators to explore new creative avenues, connect with audiences in diverse ways, and build sustainable businesses. As Rosanna and Ian demonstrate, embracing multiple formats can lead to explosive growth, creative fulfillment, and exciting opportunities both on and off the platform.

Whether you’re a seasoned creator or just starting out, the message is clear: embrace the multiformat future, stay authentic, and keep creating. The next wave of content innovation is yours to shape.