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View in 2: How Cognitive Theory Can Help Us Create Better Content | YouTube Advertisers

View in 2: How Cognitive Theory Can Help Us Create Better Content | YouTube Advertisers


[MUSIC PLAYING] JESSICA HURLEY: You may have
seen listicles floating around the internet lately. You know the ones. They usually sound
something like this– five mind-blowing things you
just got to know about cats. LEE SUNGA: Or 21 things any
lover of ketchup needs to know. JESSICA HURLEY:
Listicles are a cross between a list and an
article, and they often have punchy headlines,
include funny visuals, and their topics are so
random and hilarious, you can’t help but share them. LEE SUNGA: Following
this trend, we’re seeing more and more YouTube
creators find success producing list-based videos. Case in point, Matthew Santoro. This popular creator started
on YouTube doing sketch comedy, but when he switched to making
videos on amazing facts, he suddenly saw a
dramatic spike in viewers, jumping 25,000
subscribers a day. He is now one of our
most popular creators with nearly 6
million subscribers. JESSICA HURLEY: Listicles
allow our brains to more effortlessly digest data. According to cognitive
theory, we can more easily process information if
it’s spatially organized, like in bullets,
numbers, or points. We’re also used to
consuming information in bite-sized formats. Think Google search results,
tweets, or Instagram. LEE SUNGA: In some,
their stackable format with flashy headlines and titles
make listicles a perfect way to break through the clutter. JESSICA HURLEY: So
what can brands learn from this trending format? Make the title count. There are billions
of videos on YouTube. You need to stand
out and the title is the first place to do that. Create descriptive,
catchy titles that entice people to
click on your video. LEE SUNGA: Make it digestible. Take a cue from the bite-sized
natures of listicles. Use annotations and copy
to break up the content and make it easier to consume. JESSICA HURLEY: Lastly,
make it your own. There isn’t one way of doing it. Listicles can be funny,
serious, informative, and even emotional. LEE SUNGA: Let people
nerd out on your brand. Viewers are hungry for knowledge
and want to be experts, so arm them with information. It may seem trivial to
you, but fans want to know. JESSICA HURLEY: As always,
thank you for watching. If you enjoyed this episode,
please like and subscribe. And we’ll see you next time. [MUSIC PLAYING]

12 thoughts on “View in 2: How Cognitive Theory Can Help Us Create Better Content | YouTube Advertisers

  1. Thanks for the good information about video marketing! It was certainly helpful to me!👏

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