YouTube is always thinking about how to be its best for content creators.

This time, it wanted to understand their relationships & experiences with short format video platforms – from the POV of optimizing a variety of YouTube Shorts marketing & feature ideas for them.

Our findings helped the global team understand how the context for Indian content creators varied from other geographies, thus providing a crucial unlock for YouTube Shorts. This further fed into elevating the most relevant marketing ideas. We were also able to identify which product features ideas would be most inspiring, and likely to make a meaningful difference for Indian content creators who love making content for the love of it!