Research that scales

Establishing YouTube Shorts’ status as a home for positive, culturally relevant, and participatory content creation.

I produced YouTube Shorts trends intelligence and research, supporting highly visible projects catered towards a global audience of creators, advertisers, and industry professionals. My work included establishing a framework on how to effectively identify trends that held high potential in inspiring creator participation. In addition, I authored newsletters unpacking creators, trends, and topics that were redefining digital culture, and distributed them in a multi-format series called “Try A Trend.”

Achievements include:

✦ The “Try A Trend” series concluded with a live event transforming the research into immersive activations, successfully hosting 300+ top-tier creators.

✦ Ongoing research would contribute to high-profile global marketing campaigns and activations, such as Year End Recaps, Trends Reports, and VidCon.