How to Create Engaging YouTube Content



As video content becomes increasingly popular, it’s a good time to jump on the YouTube bandwagon. No matter what your budget, your brand could benefit from creating engaging YouTube content. If you’re unsure where to start, here are a few tips:


Ask yourself, Who Cares?


Knowing your audience is the first step when creating any social media content. Get in the mind of your target audience and find out what they want to see. You should always aim to create content that your audience will enjoy and that adds value. Although content may be promotional in nature, it shouldn’t be treated as a traditional advert.


Make it Beautiful


‘It’s only going on social media’ is a sentence I hear far too much. Don’t make the mistake of assuming that because most social media is viewed on mobile, your audience do not want high-quality, well-thought-out content. They will remember incredible shots just as well as poor quality shots, so make sure you are creating content they will talk positively about and want to share and engage with. You don’t have to be an expert videographer or pay thousands of pounds for the latest equipment, the quality of cameras and even smartphones just keeps on improving, making high-quality video accessible and user-friendly.


Plan your Shoots


Make sure you plan out your shoots to ensure you are using your time effectively. Everyone plans for video shoots differently; the most popular way is probably story boards. These are simple step-by-step kind of drawings to show the main shots of the video. You don’t need to be an amazing artist, just make sure everyone involved knows the direction of the shoot and what is expected of them well in advance to make the most out of the time.


Pick a Catchy Title


Including keywords and search terms in the title of your video will help with discoverability, but also make sure the title is as interesting and relevant as possible. A lot of YouTubers use titles that are aloof and could be considered misleading, also known as ‘clickbait’. Although this technique will get you more views, it could also lead to negative reactions and comments on your videos. Being up front and honest with your audience is important if you want to build an engaged YouTube community, and you can still create curiosity whilst being authentic.


Grab their Attention ASAP


You know from your own experiences, that if you click on a video link and it doesn’t engage you within the first few seconds, you’re likely to stop watching. Studies have shown that most people have to be engaged within the first three seconds in order to watch more, therefore the opening scene is crucial. Ask yourself, what is the aim of this video? This should help you decide what is curated within the first few seconds of the video to guarantee that viewers keep on watching.



YouTube is a highly competitive and saturated social channel but if you are brave enough to stand out and create meaningful and compelling content, this platform could be a big success for you and your brand. Make sure you keep an eye on what is already on the market too! What was the last brilliant Youtube video you watched and what made it so good?


If you are looking for further expertise, contact us at PHA Social and we can give your brand tailored advice for all social platforms:


By Hayley Coleby



Hayley Coleby is a Senior Social Media Directorat The PHA Group with over 8 years’ experience working across a multitude of consumer accounts in the sport, fashion, health, charity and lifestyle sectors. Hayley heads up the social media division at PHA, which specialises in full social media strategies, content creation and integrated campaigns.

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