LEGO’s YouTube Surge Shows Why Shorts and Creators Are Reshaping Brand Engagement
What you will learn from this article:
Why YouTube Shorts are a powerful tool for brand visibility and audience growth
How user-generated content formats can drive deeper engagement with branded content
Why marketers need to evolve beyond traditional ad formats to stay competitive on social platforms
LEGO has built more than bricks this year—it has constructed one of the most effective brand engagement strategies on YouTube, and the data proves it.
According to Tubular Labs, LEGO US soared to 93.7 million minutes watched on YouTube in September 2025, a 19% jump from August and its highest monthly total in the past year. Even more impressive, its 14.1 million unique viewers nearly doubled month over month, placing the brand ninth among all U.S. creators on the platform.
This spike was no accident. It reflects a deliberate shift in LEGO’s content strategy, with a heavy tilt toward Shorts. Last year, only 16.8% of LEGO’s YouTube videos were Shorts. This September, that number skyrocketed to 46.3%. The shift is paying off—its top-performing video, Jumping Over 550 Bricks?!, pulled in a staggering 269 million views and became its biggest upload of the year.
What can communicators learn from this?
First, vertical video isn’t optional anymore. LEGO’s consistent investment in Shorts mirrors consumer viewing behavior and tells communicators to think mobile-first across platforms. YouTube Shorts has become a legitimate discovery engine, not just a content add-on.
Second, the style of the content matters as much as the format. LEGO’s videos are still about its products, but they are produced with the aesthetic, pacing, and tone of user-generated content. They feel native to social video environments rather than repurposed ads. The lesson: your content should look like what audiences are already watching—not just what you want them to watch.
Third, LEGO’s growth shows the power of strategic creator alignment. Even without directly using outside influencers in every video, LEGO adopts creator-like content structures. Communicators can apply this by leaning into creator-style formats, even when producing brand-led content.
Ultimately, LEGO’s performance is a case study in listening to platforms, evolving with audience habits, and making short-form video a long-term strategy.
