The Heart of YouTube Humor

They say a picture is worth a thousand words. If this is true, how many words is a video worth? Although we don’t always realize, YouTube is a very powerful social media tool. It allows people to connect, search and learn in ways that other social media platforms can’t compare. The video format allows people to grasp large amounts of content more efficiently than the typical text or picture. It can be used as a helpful marketing instrument or a source of personal pleasure. Whatever the use, Jason McDonald explains the key to making a successful and popular video in his book “The Social Media Marketing Workbook.”

According to Jason, emotional content is crucial in getting video shares. For example, a video on “how to carve a pumpkin” will probably receive a lot of shares and views during this time of year. This video appeals to the emotion of utility because the content is useful and current. Humor is another important emotion to tap when promoting viral sharing.  People love to laugh, which will encourage sharing without the risk of negative side effects. From a marketing perspective, connecting your brand or product to something funny is a smart and strategic move. Lastly, appeal to the viewers’ sentimentality. We’ve probably all seen the “Ice Bucket Challenge.” The funny reactions and charitable cause evoked the perfect combination of humor and sentimentality for creating a viral and successful video.

So, if you’re ever creating a YouTube video for a company or for personal enjoyment, remember to be useful, funny or sentimental. A video is worth a lot more than a thousand words.