The Anatomy of the Best YouTube Videos

When it comes to reviewing the marketing strategy for your ecommerce business, the power of the best YouTube videos should not be overlooked.

best of YouTube videos
Best of YouTube videos. Credit: Unsplash


In today’s world content is king, and with 5 billion videos watched every day on YouTube — video is certainly sitting proudly on the golden throne.


But did you know that only 9% of small business owners are using the platform?


It’s no secret that creating great videos takes time, but with a little planning, you can be confident that your content will get the engagement it deserves – all while creating sales leads for your business.


If you are looking to venture into the world of video content, but aren’t sure where to begin, take a look at my 6 key points to creating a great YouTube content.

Related post: 19 Top Marketing Initiatives We Should Be Discussing




There are millions of video on YouTube, all competing against each other for attention. To make sure your audience can find your content, you need to add a detailed description.

best videos on the internet
Best videos on the internet. Credit: Youtube



As this screenshot from a Shopify video shows, a description not only gives the viewer an overview of the video, but can contain links for them to visit your website. It’s a great place to ‘sell’ your story and give viewers a reason to stick around.


In addition, a well thought out description can also help your video reap a host of SEO benefits too, making it a great way to drive traffic to your website and increasing sales in return. To fully utilize this, make sure your description is keyword rich, to enable your user to search and find your video content easily.

Video Length

This is the classic conundrum when it comes to producing YouTube videos – how long should they be? Unfortunately there’s no hard and fast answer, video length depends on the topic and purpose.


Generally short, snappy videos receive more engagement on YouTube, as they cater to the average viewers love of fast, digestible content. In fact, it’s been found that 75% of viewers will watch videos of up to two minutes until the very end, compared to 60% for a video of four to five minutes.


However, when it comes to product guides, you can afford to go a little longer — more detail justifies a longer duration. But no matter the length of your video, make it as engaging and entertaining as possible.


Best YouTube videos … visuals

Visuals, such as graphics and imagery, allow you to turn a standard video into one that offers the viewer a truly immersive and engaging experience. Not only do they help bring your video to life and showcase the personality of your brand, but they can help to showcase your product and drive sales too.

best YouTube videos
              Best YouTube videos. Credit: YouTube



A company which has fully harnessed the power of visuals on YouTube is eBay. Their videos are colourful, engaging, and exciting to look at, as the example above shows.


By using a mixture of graphics and live shots within their videos, they are creating visually appealing content that their audience can relate to; it showcases the seemingly endless range of products that are available to buy on their website.


Keep exploring: 11 Magical Company Video Ideas for Marketing


Tone of Voice

It’s important your YouTube video is in line with your brand’s tone of voice – consistency is key. Once you’ve established your brand voice, it’s relatively straightforward to portray it in written copy. But when it comes to using it in videos, there are many elements to consider.


To make sure that the tone of voice in your YouTube video comes across well, it’s important to decide how you want your brand to be portrayed and build your script from there. If your brand is familiar and friendly your language should reflect this. If your brand is more serious, consider a script which is authoritative and formal.


Many businesses use their YouTube channels to showcase the human aspect of their business by featuring members of staff. If you are considering this approach, you must consider how you can do it to a professional manner, while staying brand consistent.


Options are:


  • Interviews
  • Product guides
  • Video guides
  • And many more creative options


Do you think that telling stories is just for kids? Well, think again! A great YouTube video should be highly captivating and entertaining for the viewer and even (if you’re really good) provoke an emotional response.


It’s important to think about what response you want to get from your viewer when creating your YouTube video. For example, creating a behind the scenes video allows your audience a deeper insight into your company. While a video that makes a viewer laugh is the perfect way to show the lighthearted side of your business and build a relationship with your audience


As with any good story, it’s important to have a recognizable structure to keep the viewer interested.


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As the example above from TOMS illustrates, a behind the scenes video of a charitable activity is the perfect way to tell an emotive story your audience may connect to.


Here, TOMS take their viewers on one of their giving trips, visually showcasing the work of the cause. They include interviews with staff and those who benefit from their work — a perfect way to showcase brand storytelling and create an emotional connection with their audience.

Call to action

It’s important to end your video with a strong call to action – something that will drive the viewer to take the next step. Whether you want them to subscribe to your channel or visit your website, you need to make it clear where you want them to go next and avoid them dropping out of the sales funnel.


As the screenshot above from Wayfair shows, a clear, striking, and persuasive call to action is an essential part of a great YouTube video. The viewer has invested time in watching your video content so are the perfect audience to find out more about your brand. In turn, you need to do everything you can to use their interest to your advantage.



The bottom line


As you can see, creating a great YouTube video requires time and effort – nothing beats quality!


However, by choosing to invest in video content, you are giving your customers the chance to engage with your brand and your products on a whole new level. As video becomes more and more prevalent in content marketing these simple tips will help you make the most of this fantastic medium.


This article was contributed by Victoria Greene: Writer & Digital Marketing Specialist

Now that I’m freelance I love spending my days writing, learning more about digital marketing, and sharing my tips with fellow entrepreneurs. I live for digital and am always on the lookout for the next big thing.



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The Anatomy of the Best YouTube Videos