YouTube has been the go-to video platform in India, but in recent times, people seem to be gravitating towards other platforms for short-form content. With the rise (and ban) of TikTok, the market is now flooded with a plethora of other short-format platforms. Our job was to figure out how YouTube can consolidate its cultural relevance and popularity here, especially post launching its Shorts feature…
Our findings helped the YouTube team figure out where they can create the most value for their viewers—beyond being a ‘content trailer’ to long form content. Creating a value-based space for Shorts helped them navigate their outreach initiatives that resonated with their audience, especially when the need of the hour is instant gratification in the form of some quick content—YouTube style!
YouTube has been the go-to video platform in India, but in recent times, people seem to be gravitating towards other platforms for short-form content. With the rise (and ban) of TikTok, the market is now flooded with a plethora of other short-format platforms. Our job was to figure out how YouTube can consolidate its cultural relevance and popularity here, especially post launching its Shorts feature…
Our findings helped the YouTube team figure out where they can create the most value for their viewers—beyond being a ‘content trailer’ to long form content. Creating a value-based space for Shorts helped them navigate their outreach initiatives that resonated with their audience, especially when the need of the hour is instant gratification in the form of some quick content—YouTube style!
