Molly McDonald, Blue Door Productions
Social media content, when used strategically, goes far beyond just advertising. For modern brands, it’s about shaping a public image – one that defines how people feel about your product or service. The goal isn’t simply to drive sales, but to cultivate identity.
Take Red Bull, for example. While it’s fundamentally an energy drink, its social media presence doesn’t just promote the drink, it promotes a lifestyle. Red Bull has built a brand image grounded in adventure and pushing the limits, largely through videos featuring extreme sports, high-risk stunts, and boundary-breaking athletes. Their content tells a story – one that resonates far beyond the product itself.
The Rise of YouTube as a Brand Platform
As consumer attention shifts, so do the platforms that brands must prioritise. Today, YouTube has become one of the most dominant platforms for video consumption, outperforming even streaming giants like Netflix.
However, success on YouTube requires more than uploading videos. It demands a “YouTube-first” mindset – a strategy built around how the platform works and how users behave on it.
YouTube-First: The Five Creative Essentials
To truly thrive on YouTube, creators and brands must make five decisions that influence the entire video experience:
- Packaging
Firstly, the packaging of the video refers to the thumbnail and the title; the things that make a first impression and can determine if your video even gets clicked on. The title should explain the ‘what’, i.e. clearly describe what is going to happen in the video. The thumbnail should demonstrate the ‘how’, i.e. how the subject of the video is going to achieve this.
For example, one of viral creator Zac Alsop’s best performing videos is titled: ‘I Pickpocketed a Pickpocket’; that clearly tell the viewer what the video is about. The thumbnail shows Zac with his hand in the pocket of someone – who has their hand in someone else’s pocket. This further consolidates the theme of the video and the audience are sure they know what will happen.
- Hook
Once someone has clicked on your video, the essential next step is an effective hook. This makes the viewer want to keep watching and often includes some foreshadowing to show them what’s to come. The internet is full of click bait, so this also reassures the viewer that this video will deliver what you promised.
In this example with Zac Alsop, the first 15 seconds of the video features clips of Zac having his own belongings stolen, running after pickpockets, and a voice over that describes Zac’s plan to get revenge on phone thieves. All of this links us back to the thumbnail and begins to deliver on that promise, providing immediate gratification for the viewer.
- Pace
A quick pace is vital to keep the audience engaged and prevent them clicking off to another video. Our attention spans when browsing social media are incredibly short, meaning if the pace of a video slows or we begin to feel disinterested, we’re unlikely to stick around.
That’s detrimental for a videos success, as it might trigger the algorithm to beliebe that it’s interesting, and not worth recommending to other users. In Zac’s video, ‘I Pickpocketed a Pickpocket’, no shot remains on the screen for more than a few seconds, voiceover is clear but fast-paced and slower periods of the experiement, e.g. Zac waiting for a pickpocket to arrive, are sped through quickly so the audience doesn’t get bored.
- Stakes
An element of risk or danger makes a video much more compelling to watch. Pickpocketing is, of course, illegal, so it’s mildly shocking to viewers that a content creator might take on this task. Professional pickpockets can be dangerous people, so as viewers, we’re anxious for Zac’s safety.
- Retention
Viewers that stay for the entire video signal engaging content that the algorithm should push to more users. An abrupt ending is vital to stop your audience clicking away before the video’s conclusion. As soon as it’s clear that Zac has achieved his goal of pickpocketing a pickpocket, and he announces his success, the video ends immediately. That’s because once the goal is achieved, there’s no benefit to users sticking around; they will click onto a new video.
For brands, it’s about consistently creating content that reflects who you are and what you stand for. High-quality YouTube content enables brands to tell stories, build trust, and foster communities.
When done right, YouTube becomes a long-form platform for truly meaningful engagement.