YouTube Shorts can play a significant role in the product/brand consideration, purchase, and awareness funnel. As a new addition to the platform, Shorts are designed to capture users’ attention quickly and provide them with bite-sized content that they can consume on the go. Depending on the content of the Shorts video, they can appear at different stages of the funnel.
We found that:
• They are an effective way to introduce users to a brand or product.
• Assist in creating brand recognition and generate interest in what the brand has to offer.
• Creators can use Shorts to showcase product demonstrations, reviews, or comparisons.
• Help users to make informed decisions about a product and can encourage them to make a purchase.
The Methodology- Online Community
"Short-form videos are popular because they are easy to consume and can be accessed quickly on mobile devices, making them a convenient and accessible form of media."
Introduction
YouTube has revolutionised the way people consume video content, providing an accessible and user-friendly platform for creators to share their work with a global audience. This brief is to understand the nature of consumer behaviour around short form video formats i.e. YouTube Shorts, TikTok, FB Reels, Instagram Reels and to identify the role they play.
Insights
Results
People watch short-form videos for a variety of reasons, including entertainment, education, inspiration, and social connection. Short-form videos are popular because they are easy to consume and can be accessed quickly on mobile devices, making them a convenient and accessible form of media.
