The conversation at CreatorFest 2026 in London last month told us something we’ve been sensing for a while: the industry is shifting back towards long-form. YouTube. Podcasts. Substack. The platforms where creators can actually build something that lasts.
It’s not that short-form is going anywhere. It’s that audiences want more. They want deeper connections to the people they follow—not just fleeting moments, but real time spent together. Think back to YouTube’s golden era: Zoella and Alfie Deyes pulling millions of views on 40+ minute vlogs. Vlogmas series that audiences would spend hours watching in December. People really wanted to know the creators they we’re watching.
That appetite never went away. It just got buried under the algorithm’s obsession with quick hits. Now it’s resurfacing, and creators are realising that the audiences who stick around are the ones who want that deeper connection.
What’s Shifting
TikTok and Reels are still valuable – they’re great for discovery. But they’re becoming part of a broader strategy, not the whole strategy. The real growth is happening on platforms where creators have room to develop their voice and actually connect with their audience.
A lot of your talent probably have untapped potential here. The creators who are already building real communities, the ones with expertise, perspective, and an audience that wants to hear more. The TikTok creators whose followers crave day-in-the-life content? That’s an audience signalling they want more depth. Those are your openings.
What Talent Managers Should Consider
Take a fresh look at your roster. Which creators have the potential to produce long-form content, and who is interested in exploring it?
Bring brands into the conversation. A podcast integration or YouTube partnership can often deliver more lasting value than multiple short-form sponsorships. Encourage clients to test these formats.
Treat YouTube and podcasting as priority channels. They are no longer secondary platforms. They are where many serious creators are investing their time and building deeper audience relationships.
Help creators manage the transition. Moving away from a format that has worked can feel risky. This is where talent managers can add real value by helping creators make the shift with confidence.
Why This Matters
This isn’t about abandoning short-form. It’s about building rosters that aren’t locked into one lane. Creators who can do both formats are more adaptable, more valuable to brands, and honestly? They’re more satisfied with their career direction. That matters for retention.
We’ve been tracking this shift for a while now. See what else we heard at CreatorFest 2026 and what it means for the industry going forward.
