If you want to grow your YouTube channel – and the income it provides – you need to create videos that engage the attention of viewers and leave them hungry for more. It’s not an easy task in a heavily saturated market. But by now, there are several tried-and-tested formulas that creators return to again and again because of how effective they are. Here are six of the best, why they work, and how to apply them to your own content in an engaging way in order to make a living on YouTube.
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What they are and why they work
Tutorial videos teach viewers how to do something. YouTube has become many people’s go-to when they want to learn something. Figures from Acuity Training show “over half of those aged between 16 and 44 have used YouTube to teach themselves a new skill.”
How to make them engaging
Start with a hook, perhaps identifying the problem viewers have come to fix, so they know they’re in the right place. Opening with a question like, “Wondering where to get ideas for YouTube videos?” mirrors the viewer’s thinking and suggests you’re about to provide them with the answer. You can then use that question to keep your script focused. If it’s not answering the question, don’t include it in the video. Use energetic visuals and clear audio, and break down any complex steps with visual aids and simple language.
Top tip
Borrow a technique from teaching called summative assessment. Check at the end that viewers have learned what you wanted them to by asking questions and recapping key learning points.
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What they are and why they work
The creator gets a product, opens it on camera (“unboxing”), tests it, and gives an opinion. This is a popular content idea for YouTube because consumers want real-world opinions before they try products, and with the cultural shift from high street retail to online shopping, the opportunity to check out products before you buy them has been reduced. These videos help people get around that by giving them a taste of what receiving the product will be like, while spiking natural curiosity for new things.
How to make them engaging
Plan your shots and lighting well, and ensure that the product is clearly visible. It’s tempting to play the game show presenter and draw out dramatic pauses to build suspense, but don’t leave the big reveal too long. Viewers’ attention spans are brief – often measured at around eight seconds – and there are lots of other videos for them to click on if yours isn’t delivering. Also, don’t forget the service element of these types of videos. Give an honest appraisal of the product, including pros and cons, so viewers feel they’ve really learned about it.
Top tip
Ask viewers to share their thoughts and reactions in comments. This will help build community, and comments boost your engagement metrics with YouTube, helping your video grow.
What they are and why they work
These are accessible for beginners, because the content is part of everyday life! These are videos in which creators share clips of their personal experiences (that, in reality, are sometimes staged) to entertain, inform, and build community. The videos allow creators to share personal perspectives and connect with viewers – who value such insights – while building their brand.
How to make them engaging
Although the videos appear spontaneous, it can be beneficial to plan the storytelling aspect in advance so there’s no digression – even if the “story” is simply your daily routine in chronological order. You can achieve this by making a shot list of scenes you’ll include.
Top tip
Edit! “When you rewrite, your main job is taking out all the things that are not the story,” Stephen King said. That also applies to video creation. Cut anything that slows the pace. After all, no one wants a day-in-the-life video that lasts 24 hours.
What they are and why they work
If there’s a social media challenge out there (recall the Ice Bucket Challenge or the #TrashTag Challenge), jump on the bandwagon and your channel may benefit from the momentum. You can also set up your own challenges, stunts, or experiments – particularly if you have a large subscriber count. YouTube heavyweight Mr Beast takes it to the extreme with videos like Survive 100 Days Trapped, Win $500,000, but yours can be more subtle and niche – or product-related. Titles such as I Tried [Product Name] for Seven Days work because they set up a question – What will happen? – that viewers naturally want to know the answer to.
How to make them engaging
YouTube challenges should always be achievable but difficult, or the viewer won’t be interested. Make sure there’s room for it to be funny or exciting too. Not moving all day is a challenge, but nobody wants to watch it happen. Keep the energy high and the edits rapid – remember that eight-second attention span – even if the task is a long-lasting one.
Top tip
Ask viewers to comment and share their own videos of them doing the challenge to boost engagement ratings – and increase the chances of you starting the next big challenge meme.
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What they are and why they work
This content is structured as a list or best-of video, such as 10 Ideas for YouTube Videos. It could also be a round-up collection of your best bits, books you’ve read, or many other things. The videos work because they present information in a structured and easily digestible format.
How to make them engaging
Choose topics relevant to your audience and start with a captivating hook that tells them why they should watch until the end. Organise the information logically, if there’s any logic to it (maybe from beginner to advanced topics or chronologically – whatever works). Keep the visuals exciting, and be sure to deliver everything you’ve promised in the video title or intro.
Top tip
Try including an unexpected angle or item in your video to prevent viewers from getting bored or thinking they know what’s coming next.
What they are and why they work
Whatever your niche, there are likely stereotypes or misconceptions that you can correct. People like to be surprised and they love to feel like they know something not everyone knows, so these videos make viewers feel like they’re getting the inside scoop that others lack.
How to make them engaging
Pick myths people actually believe, so you’re not preaching to the choir. Provide evidence or test the truth so you’re not just giving an opinion.
Top tip
Be authentic, not perfect. When it comes to telling the truth, people value a relatable, trustworthy presentation. Make the video too slick and glossy and it could seem like a polished sales pitch rather than authentic truth.
What they are and why they work
These videos literally give viewers what they want – by answering the questions they’ve provided. Use surveys, questions in other videos, and forum conversations to identify the questions people in your niche are asking. You can also use YouTube Analytics to identify what your viewers are watching to understand what they may want to know. Then make a video answering their queries. Not only are you solving their problems, but you’re also building a sense of community.
How to make them engaging
Even if you know you have the answers to questions viewers may ask, keep your videos tight by scripting first, avoid waffle or digressions, and use visuals to make them attractive to look at.
Top tip
Customise your thumbnail image with the text of the questions, so people scrolling on mute can see that you’re giving what they need.
With these YouTube ideas in your pocket you’ll be able to plan plenty of content to keep your posting consistent and your videos engaging.