What people want out of video content

By Roee Ganot
Trends and insights

Video is a central piece of what's happening on Twitter. Read on to learn what people want out of video content or check out our latest video research.

You’ve got your ideas about what you want to promote in your video content. You’ve probably even already got a video marketing strategy. But have you given real thought to what your audience wants to see in your videos?

Sure, you’ve thought about how to make your videos more successful, and that requires thinking about audience reception to a degree. But you’re likely thinking only about how thinks like your video title or topic is going to affect whether your audience clicks “play.”

You need to think beyond these things and consider what your audience members are thinking when they see your video, and what they are looking for before they even come across it. What does someone want to see when they click “play?” When you have the answer to that and can deliver it, that’s when you are going to be truly successful with your content.

Here’s what we’ve found that most people are looking for when they are watching videos:


Surprise: People on the Internet want to be entertained! Even more so when they are looking at video, which is very much like TV for most people.

You don’t need to create a full-on music video to be successful here, nor do you need to make a Hollywood-level short. But you should make content that is funny, interesting, or engaging in some way. This can be as simple as filming a Q&A with someone interesting in your industry and having a witty back-and-forth. Or you could create a tutorial with funny commentary along the way.

You don’t have to be a pro to get attention. People loved Bob Ross, and all he did was paint landscapes while narrating in a peaceful voice and talking about “happy clouds.” Stick to your own brand personality and voice, and let your audience come to you. Just be entertaining in your own way.


If YouTube has taught us anything, it’s that people have an insatiable hunger for knowledge, and they really enjoy visual content that shows them how to do things.

But DIY videos about crafts and home repair aren’t the only videos that are popular in this segment. According to a survey from Accenture Interactive, 54% of people say that they watch video to learn how to use a product. That’s encouraging for brands, whose main goal is to promote their product.

No matter what you are selling, you can create a video showing how to use it. Sell an apple peeler? Show how to peel the apple in your video and then use those apples to make the best apple pie. Sell an iPhone screen cover? Shoot a video showing how to put it on without air bubbles.

These are simple videos that can help you get a lot of clicks easily, and the videos can naturally convert to sales. Explore all the ways that your product can be used in different videos to take full advantage of this opportunity.

Innovative technology

The use of cutting-edge technology shows that your business is a leader in whatever field you are in. It shows that you care about supporting the newest and latest thing and that you are at the forefront of your field. If you can show off that technology in your videos, you will attract an audience.

The best of all worlds would be to show that your product uses innovative technology. But if you can’t do that, combine your product with innovative technology, such as virtual or augmented reality. How can you advertise your product in a video in a virtual reality game? Or how can you create a video that has the feel of virtual reality? Think of other ways you can bring cutting-edge technology into your videos.

Social causes

In the Accenture Interactive survey, 51% of people said they were drawn to videos by brands that supported causes they believed in.

People may not know what causes you support – they may not even know your brand. You need to make this information obvious so you can draw in audience members who share your values.

Create a video that shows your employees engaged in a service project, such as collecting items for the homeless or sending packages to refugees. Or create a video about your sponsorship of a program supporting homeless children.

With options like these, you’ll not only show the specific causes you are supporting, but you’ll also show that your business is about more than just making money. You’ll show the personal side of your business that cares about giving back to the community, and that will endear you to your audience.

Video marketing can help you reach huge numbers of your audience. Make sure you are creating content that your audience actually wants to see. Think about how you can incorporate some of this content into videos that are also promoting your products and your brand.

Additional reading:

This article was written by Roee Ganot from CodeFuel and was legally licensed through the NewsCred publisher network. The views expressed in this article do not necessarily reflect those of Twitter or its affiliates.

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