Before you create a YouTube video, make sure you have the right structure, so you hit your goal and capture your audience’s attention.
YouTube marketing requires a lot of creativity and organization. Many brands are great at writing in their distinct voice, but they lack organization. So, their content feels a little disjointed.
Does your YouTube content feel scattered, too? If so, keep reading. We’re diving into four different formulas for YouTube videos that will help you organize your content to keep viewers engaged and watching until the end screen rolls.
We need to cover the basics before we discuss why certain organizational structures will be important and why some needs to be where they are.
You need to at least capture user attention within the first five seconds and have it completely at fifteen. If you don’t, the user is gone.
Starting with an interesting lede or explaining what the video is about is crucial. The video below does this well, offering a relevant (then-timely) lede about Hurricane Matthew and then explaining what the video is about.
All videos should be able to be broken down into three distinct sections: beginning, middle, and end. You’ll notice this in all our YouTube video formulas that we look at, even if the beginning and end are a single sentence each.
The video we linked to above does this well, too. It has a clear beginning where the brand explains the video and offers “housekeeping” tips about subscribing, then it launches into the overall content. Then, the video exits addressing users with a call-to-action.
You’re going to want to make the organization obvious. Doing so keeps users engaged. So include textual clues on-screen like “Step 1: Clean the Pot” or “Tip 2: Evacuation Roads” as you move from subject to subject.
We use subheads for the same purpose in blog posts, and they give users something additional to look at while they progress through the article.
YouTube videos on their own won’t naturally drive action unless you optimize them to do so.
For example, someone who watches an interesting video on how to buy a house may love your content and even like the idea of using your service that you gently promoted. However, if you don’t have a link to that service in the description at least with a CTA in the video to check it out, your viewer will probably not convert.
An end screen and proper CTAs are essential to driving real action.
With all this mind, let’s go ahead and start looking at a few video templates!
Most of the templates are similar in their organization, but most of the differences happen in the middle sections (depending on the style of the video).
Educational videos are common for brands and businesses to use. The videos act as an extension of the content marketing campaign. The purpose here is to inform users and, in many cases, subtly promote your product or service in the background.
Educational videos can feel a little overwhelming for users, so breaking them down will be particularly important. Your script needs to focus on clear segmentation and explain why the information is valuable.
Here’s the YouTube formula I’d recommend for this:
This will be content-heavy, so use those textual cues to help break things up. A great example of a video that follows a similar formula can be seen here:
Client testimonial videos are strong choices when you need to nurture people further along the conversion funnel. They can often give you the chance to rank for keywords like “Agorapulse review,” which people may be use when researching their buying decision.
Client testimonial videos should be short, at no more than a minute long if focusing on a single client.
Here’s the template I use when writing the video scripts:
Here’s a great example:
Tutorial videos are exceptionally popular on YouTube, which is why you see “how to” keywords at the top of so many search lists. Keep in mind that YouTube users are 3x more likely to watch a YouTube tutorial video from a brand as opposed to read the instructions.
Tutorials are closely related to informational content, but instead of just sharing basic information, you’re giving more actionable, step-by-step info here.
This type of YouTube video shouldn’t focus on much background information or exposition except to explain why the subject of the tutorial matters and to share any details immediately relevant to the task at hand.
Here’s a good formula for tutorial videos on YouTube:
This is a great example of a video that follows a similar formula:
Sales videos can be exceptionally valuable for brands. One survey found that 68% of YouTube users watched video to help them make a purchase decision, and 80% of those that did said they watched the videos at the beginning of the buying process.
There are two different types of sales videos.
One type of YouTube sales video will be the QVC-styled infomercial, where you’re straight up selling the product like it’s a sales call.
The second type is what we’re going to look at here, where you’re using a content-based approach, bringing users in with a keyword they may be looking for anyways and offering your product or service as a solution. (We’ll look at an example of this in a minute).
Here’s the basic formula I use for this:
A great example can be seen here:
When you’re using these formulas, remember that they’re templates meant to guide you. Tweak them as you see fit and in ways that best align with your brand needs and your audience behaviors. Doing so can help you create a perfect-for-you video that will yield results.
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