How Market Research Helps Brands Create Better YouTube Shorts

Consumers’ online consumption habits increasingly trend toward video, with YouTube holding the top spot as the largest global hub. And market research is helping brands create better YouTube Shorts to reach them!

How does this look and why should your brand consider adding YouTube Shorts to your own marketing strategy moving forward? As we can see below, the conversation around #youtubeshorts is booming, and it’s not just around the latest BTS news (though that is incredibly popular right now).

The importance of market insights for brand strategy

We see 260k mentions in the past month, with a whopping 97% Net Sentiment, and an amazing 100 on the Passion Intensity scale. This means people are not only feeling overwhelmingly positive about YouTube Shorts, they’re also passionate about them – and invested in watching them. And with 13.9B potential impressions, it’s time for your brand to get him on this action!

youtube shorts consumer stats

Beyond this obvious love for short-form videos, why does it make sense to be there? For starters, the popularity of these videos themselves offers important clues about consumer behavior.

Why YouTube Shorts Matter for Brands

YouTube Shorts hit the online scene in September of 2020 and in one year, “the average number of daily first time creators more than doubled.”


The timing was right for the offering. YouTube shorts are 60 seconds or less and appeal to audiences that are tired of long videos taking up their time. It isn’t even about consumer attention spans here as much as the need for learning things fast and finding a bit of levity in our super serious world.

YouTube has developed Shorts with a focus on making it accessible to anyone – giving unknown people and smaller brands a way to generate a significant following in a short amount of time. They “focused on three key areas: building a creation experience that empowers anyone to create and find an audience; refining our viewer experience to make sure we’re helping people find Shorts that they’ll love and discover new creators; and determining more ways we can reward creators for the Shorts they make that delight the YouTube community.”

This is an amazing opportunity for brands, as we all know that the more top of mind a brand can be, the more touchpoints created, the more likely consumers will think of them when it comes time to pull the trigger and make a purchase. And AI-powered analytics helps

Becoming Top-of-Mind with Consumers

In any context, when a brand understands its consumer base, it can create content that resonates with that audience. As Social Media Today reports, there are 15 billion users now engaging with YouTube Shorts content, so brands are wise to come up with their own “Shorts” strategy.

But how can brands enhance their standing in a given community, while creating a connection with existing and new followers via these super short videos? First, we need to understand the audience to get a bit picture of what’s trending – or, in this case, what is indexing.

Below, we see the YouTube Shorts conversations indexed against general conversations that happen on Twitter. This reveals the top interest areas for those talking about YouTube Shorts. It shows that although conversation about shopping make up less than 1% of the posts, those mentioned in relation to YouTube Shorts happen significantly more often that posts about shopping that are made by the general population tweeting. This is great news for retailers.


Pets make up a major portion of Shorts conversations and index highly as well, making posts featuring pets – or zoo animals – much more likely to go viral. It always helps boost those numbers to show a tiger leaping toward a child, of course.

But what if your business needs just don’t align with these highly indexing interests – are you doomed? Certainly not!

Brands have many options here. With a bit of legwork, they can curate content from other sources to grow a targeted following. For example, a sports hub can find action-packed content for its thrill-seeking audience and then monitor online conversations to see how they react to it:

And even industries that one may feel aren’t suited to 60 second clips can find purchase on this platform with the right angle. Not every healthcare niche will fall in line naturally with humor, for example – but those that do? Well, there’s an audience for that:

It all really comes down to understanding what your audience wants – and then consistent monitoring, combined with measuring successes.

Plotting Your Long-term Strategy

Consistent social media monitoring should be at the heart of any consumer-facing effort. It should also figure into B2B campaigns, as the end market is ultimately made up of people with varying wants and needs.


Relying solely on market metrics means relying on the intel that businesses capture about their consumers. This is unwise as many companies make assumptions that are off-base.

Anticipating trends in your market isn’t hard when you build your strategy around consumer behaviors. The trick is in finding a tool that offers intel you can trust.

Reach out for a demo and we’ll show you how to capture insight that’s credible and transparent, offering you a single source of truth to base your efforts upon.

The importance of market insights for brand strategy

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