# Developing the NLP-QFD Model to Discover Key Success Factors of Short Videos on Social Media
## 6 Conclusions  
Short video platforms have become increasingly popular social media platforms, exerting a significant influence on human society. They are commonly used for commercial promotion, e-commerce, entertainment, education, and even news dissemination. In recent years, many researchers have focused on studying the impact of short videos, but there has been limited research on how to create popular short videos. Therefore, this study proposed an NLP-QFD model to determine the key success factors. A real case is collected from YouTube Shorts (CNN and Middle East Eye) to demonstrate the effectiveness of the proposed model. The research findings could provide guidance for future short video creators, especially for small-scale businesses, to produce successful short videos and expand their influence through social media. The four key success factors (KSFs) identified in this study, namely Movie title, Promotion, Reviews, and Social Media, are common across companies of all sizes. This underscores the importance of understanding the characteristics and usage patterns of social media users in successfully promoting short videos. The titles of short videos must be compelling to attract viewers, and social media editors need to engage with the audience frequently and pay attention to reviews, using them to guide the direction when necessary. Additionally, even in short videos, it is essential to promote the company's brand to establish its image on social media platforms. Regarding unique KSFs, for large companies, hiring celebrities such as actors or officials can enhance the credibility of short videos and strengthen users' trust in the company's brand. For smaller companies, leveraging factors such as Shooting and Music can be beneficial. Utilizing captivating shooting techniques and incorporating emotionally resonant or impactful background sounds or music can attract more viewers to watch short videos, thus increasing the likelihood of success. Moreover, we can see from the view counts and audience comments that, although there is a significant difference in scale between CNN and Middle East Eye, Middle East Eye has successfully utilized the authenticity of its short videos. In particular, the poignant scenes of suffering of vulnerable groups such as women, children, the elderly, and mothers crying and in pain, as well as the destruction of hospitals and civilian homes, have generated similar effects to those of large media outlets such as CNN through social media dissemination. To sum up, the findings of this study indicate that the key success factors for short videos include movie title, promotion, reviews, and social media. Short video creators need to invest a significant amount of effort in these elements to ensure effective viewership. Additionally, we found that endorsements by famous individuals are particularly important for large organizations. These large organizations typically have sufficient resources and credibility to enlist authoritative figures to enhance the credibility and authority of their short videos. On the other hand, music and shooting techniques are crucial success factors for small organizations in creating successful short videos. Small organizations can significantly enhance viewers' empathy and compassion by using touching background music or impactful, poignant sounds from news scenes, combined with first-person shooting techniques that make the audience feel as if they are experiencing the events firsthand, thereby eliciting more resonance. Regarding research limitations and future works, this study proposed a new NLP-QFD method, which uses a quantitative approach to identify the key success factors of short videos. The effectiveness of this method is demonstrated using only two case studies from Western media (CNN) and regional media (Middle East Eye). However, this study only used two cases from Western media (CNN) and regional media (Middle East Eye). As we know, short videos on different platforms or of different types could have different key factors.