The 9 Most Popular Types of YouTube Videos

The YouTube videos people love most are the ones that make them feel something. This short e-book from SushiVid profiles the 9 most popular types of YouTube videos, each with a well-known example, so you can plan content that connects with your audience.

“I used to think I was the strangest person in the world but then I thought there are so many people in the world, there must be someone just like me who feels bizarre and flawed in the same ways I do. I would imagine her, and imagine that she must be out there thinking of me too. Well, I hope that if you are out there and read this and know that, yes, it's true I'm here, and I'm just as strange as you.” (widely attributed to Frida Kahlo)

Social media is often criticised for pulling us apart and shifting our focus from the people in front of us to people we can only reach virtually. Yet it can also move us, and connect us to someone just as strange as we are. So it's no surprise that the most loved content on YouTube is the content that makes us feel.

What are the 9 most popular types of YouTube videos?

1. Content that gives us a fresh point of view
2. Content that educates while entertaining us
3. Content that makes us cry
4. Content that reveals secrets
5. Content that reminds us that life is short
6. Content that makes us laugh or smile
7. Content that takes us along on a journey
8. Content that reminds us we matter
9. Storytelling (“Once upon a time…”)

The e-book counts down from number 9 to number 1. Below, each type is explained with the example the e-book uses.

The 9 types, explained

1. Content that gives us a fresh point of view

Most of us know that putting on make-up while driving is dangerous, yet some messages don't sink in however often we hear them. In 2012 Volkswagen found a fresh way to get the message to a young audience by enlisting beauty influencer NikkieTutorials. The mix of glam and car crash is intense. A new angle can make an old message land.

2. Content that educates while entertaining us

In an ideal world, 2015 would have been free of discrimination. Sadly, it is still common, but a little education helps. That is why the Love Has No Labels campaign was launched. If you haven't seen it, keep the tissues close.

3. Content that makes us cry

With so much sadness around, why do we look for content that makes us cry? Some evolutionary psychologists say it comes down to games of pretend, like the ones we played as children. They suggest that pretend play and imagining improve executive function, self-control, theory of mind (our ability to understand what other people are thinking), creativity and decision-making.

4. Content that reveals secrets

According to The Richest, sharing juicy celebrity secrets is the easiest way to make money on YouTube, and educational videos are the second most likely type to make money. It isn't only gossip people want: search “secrets revealed” on YouTube and you'll find magicians' tricks exposed and videos about the secrets of the Bible and the universe.

5. Content that reminds us that life is short

It's easy to take life for granted. We get busy and stressed, and we believe we are invincible. But the only certainties in life are death and taxes, and life is fleeting. Videos that remind us of this hit home.

6. Content that makes us laugh or smile

“Make 'em laugh,” sang Cosmo in Singin' in the Rain, and he was right. Laughter is a tonic for many ills and a strong tool when you want to win people over. The e-book's example is a comedy sketch.

7. Content that takes us along on a journey

The journey matters more than the destination: it's a cliché for a reason. The highs and lows along the way often change us for life, so being invited to share someone else's journey is a privilege, especially when there's a big cat involved. The example is the famous reunion with Christian the Lion.

8. Content that reminds us we matter

However many friends we have, sometimes it takes more than their praise to remind us we matter. Sometimes it takes beautifully crafted visuals set to haunting music. The example is the short film “Kahaniya”, Silver Film of the Year at India Film Project 2015.

9. Storytelling (“Once upon a time…”)

Storytelling has long been a content marketing buzzword. As the Content Marketing Institute stresses, it is not meant to be a selling tool; it's a way of building strong relationships with customers and a loyal community over time. Coca-Cola consistently gets this right, and its “Open Happiness” storytelling is worth studying for inspiration, even if the e-book's author is no fan of the drink itself.

The takeaway: make your audience feel something

Writing this list, the author laughed, cried, screamed, learned and cried some more. The message is clear: if you can make your audience feel something, they'll keep coming back for more. You might even reach someone who feels as strange and flawed as the person in that opening quote.

Create YouTube content that connects

Are you a creator? Join SushiVid to work with brands that value your style. Are you a brand? Let us match you with YouTube creators who can tell your story in a way people want to watch.

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