Earn and keep attention through a creative strategy
Your content needs to quickly engage your audience or they’ll click on another video. People come to YouTube to either be entertained, to learn something, or to be inspired. Let's look at these three categories and see how other companies have done it successfully on YouTube.
People come to YouTube to be entertained, informed, or inspired; their needs and wants change all the time. Give them great reasons to watch.
Create entertaining videos
People come to YouTube—on a daily basis—to be entertained. For many, YouTube is their primary destination for entertainment. For these audiences, YouTube is the perfect place to not only lean back and enjoy their passions, but to also lean in and share with a globally-connected fanbase.
For both original series and pop-culture content, there is one key difference between YouTube and other platforms: YouTube is both a lean-back and lean-in experience. What makes YouTube special is that it’s equal parts social network, search engine, and video-hosting platform.
- For people who come to YouTube to be entertained, YouTube is the place where they come to truly engage—to share, comment, and post about their biggest passions. And while this is true of all types of content on YouTube, social interaction is particularly vibrant across entertainment videos.
- For this reason, many broadcast television shows have turned to YouTube to connect with their fans. These shows not only post content broadcast on TV, but also produce original, web-only content—just for their YouTube channels.
This breadth of entertainment content on YouTube is as varied as the impassioned viewers who watch it. Regardless of the audience you’re trying to reach, your audience is not only watching to be entertained, they’re also deeply engaged in YouTube.
See it in action
Delta Airline’s safety videoDelta Airlines produced an entertaining—yet brand safe—in-flight safety video and posted it to YouTube on the 10th anniversary of their channel. As a result, Delta—a company not associated with young people—reached new audiences. That’s the power of producing entertaining videos.
Create educational videos
One of YouTube’s great strengths is its ability to educate and inform. And thanks to the humble how-to video on YouTube, practical knowledge is more accessible than ever before.
- There are more than 135 million how-to videos on YouTube—addressing every need, whim, and question that can be typed (or voice-commanded) into a search bar or accessed from a mobile devices.
- Educational videos appeal to enthusiasts and beginners alike—from science lectures captured at the world’s leading universities to entertaining ones that use everyday examples—these types of videos consistently sustain people’s attention.
- As you’re considering the types of content to produce, ask yourself what your audience might be interested in learning about. What topics align with your core values and what can you speak credibly about?
- Use Google Trends and limit your search to YouTube for a great source of inspiration and highlight areas where you can shine.
- Read a Think With Google article about how-to videos on YouTube. (Resource in English)
See it in action
Julius Yego: Javelin ChampionJulius Yego learned to throw a javelin by watching YouTube videos. Living in sub-Saharan Africa, he didn’t have access to expert coaches or specialized training programs. By learning proper technique on YouTube, he was able to not only become a national champion, but in 2015 became the first person from his area to win a World Championship.
The Home Depot: How To Tile a Bathroom FloorHome Depot shares videos covering basic home repairs—from how to tile a bathroom to how to replace a ceiling fan—on YouTube. What makes YouTube powerful is the ability to match intent (search terms) with high-quality results. Because Home Depot’s educational videos are there in the moments people need guidance most, the brand becomes a go-to for helpful, accurate, and knowledgeable advice. Producing educational content enables Home Depot to be where their audience is—in the moments that matter.
Create inspirational videos
Inspirational videos on YouTube are ones that give viewers goosebumps and bring tears. And what we’ve found is that videos that evoke strong emotions are more likely to be shared than ones that don’t.
- Videos that bring a smile to the someone’s face or instill feelings of sweetness, excitement, or nostalgia tend to do well at engaging an audience.
- Connecting on an emotional level is a great way to get people to pay attention to your content.
See it in action
Under Armour: Misty Copeland I Will What I WantTo help launch a new line of clothes for women, Under Armour produced an inspirational video that not only aligned with the company’s image as an “underdog” brand, but also showcased the importance of hard work. The video was shared widely—giving the company increased reach—and helped to lift sales for the new product line.