Brewing a Better Video Strategy: How Tubular Analysts Turn Insights into Actionable Takeaways

Social video moves fast. What worked last quarter might flop tomorrow, and new formats, trends, and viewer behaviors can change everything overnight. That’s where Tubular’s Insights & Strategy (I&S) team comes in. Our dedicated team of social video experts combines custom market research with proprietary Tubular data to give brands and media companies strategic insights and a competitive edge.

Data is critical but it doesn’t count as an insight unless it provides an actionable takeaway. The I&S team is made up of experts who unearth hidden takeaways to enlighten customers, help shape video strategy, and outperform the competition. Now, let’s explore three key data analyses Tubular’s I&S team uses to perk up our customers’ content strategies. 

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Content Analysis 

What’s Working — and Why?

We look at themes, formats, production choices, thumbnail design, talent types, tone, pacing, and more to identify patterns in what’s resonating (and what isn’t). It’s how we help brands optimize creative strategy by understanding the “why” behind performance.

“Whether it’s surfacing emerging trends, analyzing their competitors’ strategies for what resonates and what doesn’t, or identifying whitespace opportunities – content analysis insights help our clients make more data-driven decisions about where to focus their resources. One of my B2B enterprise software clients described our competitive content analysis as foundational in leading their full-year content planning, giving them the confidence to shift their strategies and stand out in a crowded market.

– Ellen Marte, I&S Strategist

For example, Insights & Strategy took a look at what coffee brands are doing to reach audiences on YouTube. Among U.S. and Canadian coffee brands, Music Videos made up 36% of the top 25 YouTube uploads, with Narrative formats close behind at 32% — a clear move toward entertainment and storytelling.

• Dunkin’ delivered polished, high-production content with comedic writing and celebrity talent, leaning into humor and fame.
  
• Dutch Bros tapped into TikTok and Shorts trends like “this & yap,” embracing quick-turn, trend-driven formats.
  
• Tim Hortons used emotional storytelling to spotlight national pride, with campaigns like Rookie Card featuring NHL stars Sidney Crosby and Nathan MacKinnon.

There are different types of content that resonate, as well as nuances within the content like sounds, on-screen text, and more. Understanding evolving audience preferences and what your competition is doing to innovate can inspire a better content strategy.

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Keyword Analysis

What Are People Searching For?

Keyword analysis identifies high-performing phrases used in video titles, descriptions, and captions that improve discoverability. It’s especially useful for surfacing white space opportunities — where demand is high, but supply is low.

“Our customers rely on keyword analysis to understand what their audiences are talking about and searching for. It helps them uncover trending topics and community language they might otherwise miss.”

–Seth Finley, I&S Strategist

Looking at coffee on YouTube, we see that keywords like “hits different” and “coffee with Nutella” average millions of views with very few uploads to compete with. 

Owning the “Morning Coffee” Moment
Coffee brands can build emotional resonance by tapping into daily rituals and viral language:

• “Hits different” gives a sip of coffee emotional weight, making the brand feel personal, modern, and meme-friendly.
  
• Experimental flavors like “coffee with Nutella,” “strawberry coffee,” and “cotton candy coffee” create shareable, curiosity-driving moments perfect for limited drops.
  
• Global inspiration from Japanese coffee house aesthetics and rituals offers brands a way to connect with culturally curious consumers and stand out in a saturated market.

By understanding how audiences talk about coffee on social, we help clients craft content that feels timely, relevant, and irresistibly clickable.

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 Audience Analysis

Who’s Really Watching?

Audience analysis gives customers a window into the demographics and behaviors of their most valuable viewers. We go beyond basic age and gender demographics to understand audience affinities, channel overlap, and viewing patterns that can inform smarter targeting and partnership strategy.

Use Cases:

• Channel Strategy: How does your audience compare to your competitors’? Which channels are pulling ahead, and what actions are fueling their growth?
  
• Audience Targeting: What age groups, locations, or interests are most engaged with your content?
  
• Affinity & Overlap: What other topics, creators, or channels does your audience love?
  

“Our customers love audience segmentation because we uncover what matters to different communities – their values, interests, and motivations – allowing them to connect more authentically, in more meaningful ways. These insights have helped our customers shape smarter long-term strategies around brand positioning, product development, and go-to-market planning.”

– Celine Lee, Manager, I&S International

Coffee Audiences Are Foodies at Heart

The Insights & Strategy team looked at 18–34-year-olds in the U.S. and Canada who engage with coffee content on YouTube. There, a clear pattern emerged: these viewers are deeply passionate about desserts, cooking shortcuts, and the tools that elevate their kitchen game.

This kind of insight opens up rich opportunities for cross-category collaborations and culturally relevant creative themes.

Some of the top affinities for 18–34-year-old U.S. and Canadian coffee viewers include:

Whether it’s showcasing indulgent treats or spotlighting the tools behind the brew, coffee brands can expand their creative strategy and even partner with baking creators or food influencers — meeting their audience not just in the cup, but in the kitchen.

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