Norstat, one of the leading data collectors in market research in Europe, conducted a survey in March 2026 about internet users’ habits when watching short videos. The survey included 502 residents of Latvia who watch short videos on social media. The collected data provides insight into user behavior and helps identify how to create more effective short videos.
To achieve good results with short videos on social media, there are several key factors to consider during the creation process. As viewing trends evolve, video production must also be adapted and improved. The Norstat survey highlights user habits and points to areas that deserve special attention when producing short videos.
Sound quality
Audio quality plays an important role for video consumers today. 51% of respondents said they mostly watch videos with sound, while 40% watch both with and without sound. This means it’s worth using a microphone and ensuring clear and understandable speech. Good diction improves audio quality and makes the message easier to follow.
The Importance of Subtitles
Although many people watch videos with sound, there are plenty of situations where videos are viewed without it – for example, at home to avoid disturbing others (61%), in public places (32%) or on public transport (31%). By adding subtitles you can deliver information not only through audio but also visually. Additionally, 24% of respondents said they are more likely to watch a video until the end if it includes subtitles.
Content and Relevance
It’s no secret that videos without meaningful or relevant content are unlikely to perform well. Audiences are most engaged by humorous and entertaining videos (79%), useful tips and tutorials (68%) and interesting facts or educational content (59%). People are looking for positive emotions and content with added value.
On the other hand, trend-based videos (15%) and product or service recommendations (24%) are the least appealing. However, these can still work if presented creatively – for example, combining trends with practical tips or delivering product recommendations with humor or satire.
Why Do People Skip Videos?
There are several reasons why viewers scroll past a video before it ends. The most common reason is that the video feels pointless or unclear (69%). That’s why it’s crucial to ensure your content is easy to understand and meaningful.
The second most common reason is an uninteresting or overly long introduction (61%). The first 2–3 seconds are critical for grabbing attention. Use a “hook” to capture and retain interest – such as an intriguing fact, a bold statement or a promise of something valuable at the end “5 mistakes when making short videos”.
The third reason for a video to be banned further is repeated content that is not unique (46%). If you make a video, remember not only your new customers and followers, but also your existing ones. Be original and look for ways to get your message across in different ways and forms!
More Ideas and Recommendations
If you’re ready to dive deeper into the world of short-form video creation, there’s more to explore. These and many other topics will be discussed at the Marketing Shake MASTERCLASS on April 16 at the music and arts venue Oratorio in Riga.
The masterclass will be led by David Duc, a marketing strategist specializing in short-form video content for platforms like TikTok, Instagram Reels and YouTube Shorts. As co-founder of ShortPRO, he has worked with global brands such as L’Oréal, Red Bull, Xbox and O2.
Throughout the day, you’ll gain practical knowledge on how to create short videos – how to capture attention, inspire action and produce content that truly engages. You’ll also learn about the latest trends, methods and practical skills in short video creation. here!
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