VideoHerd
Selling Products with Engaging Characters on YouTube Shorts
Category: YouTube Ideation
All throughout advertising history, characters have been used to promote products and brands. From Flo from Progressive Insurance, to Mr. Peanut of Planters peanut empire, these characters bring out the empathy in company and capture your audience's attention.
Sadly, with today’s usage of A.I. generated content, getting noticed online is becoming an increasingly mountainous task. But, we believe this is where the magic of a relatable, human character can make a world of difference for your brand on YouTube and social media.
In this article we’ll show you how to come up with the perfect character to promote your products and services online. The only question you’ll be asking yourself is, who in the office is going to play them.
Step 1: Inspect your Customers or Industry’s Quirks
Is there a recurring theme among your customers or industry? Do customers have a certain swagger in their step? Are people in your industry shrewd business people, scheming to save some money? Whichever it is, these quirks are gold mines which you can use to characterize your character for your creation.
To find these quirks, we suggest developing a comprehensive matrix outlining their preferences, aspirations, and fears. The richer the character sketch, the more authentic and engaging your content will be.
Here’s one we did for our client who runs an online Polish language business:
Explaining Polish People to Polish Learners - Quirks and Angles |
The Quirks |
Strawberries on pasta |
Mushroom foraging with fathers |
People don’t smile at strangers |
Similar sounding surnames |
The more material you’ll have to work with when you tie it all together and add in your own product or service. Now, let’s look at an example from Shelby’s Canada, a chain shawarma restaurant who's leveraged the comedy of a boisterous and overconfident worker who loves to talk to imitate his customers:
The result? A hit with the audience: Shelby’s Canada YouTube Short.
Step 2: Plan Your Video Briefly
Now, you’re probably wondering, how on earth will you write the script for this video. Well, in our experience creating thousands of YouTube Shorts for our clients and helping them write them, a script is sometimes the last thing people need. We can explain. A script takes away the spontaneity of your short, in turn reducing the realness of your character. Instead we always suggest our clients to write jot notes of the main ideas of the video. Then, rehearse this note with your team while filming the video. The benefit of this, is threefold. A team building experience for your employees, an authentic performance on camera, and the reduction of hiring an expensive script writer. Furthermore, Shorts are relatively quick to make, so we always suggest a session of 1 - 2 hours where your team comes up with as many short form situational ideas for your character as possible.
Step 3: Film your Video in a Natural Setting
When filming, rehearse but keep it natural. Don’t forget, if you have to film your boss we have a handy guide for you here. Now it’s time to collaborate with your colleagues to find the best angles, and shoot in your everyday work setting to add that touch of authenticity. Good lighting is crucial - aim for a bright, even light without harsh shadows to ensure your character shines on screen.
As seen in the Shelby’s example, you can film right in the center of the action at work. Doing so will also help give your customers a sense of trust as they can see who your team is physically. It’s like having an About The Team page on social media. Some could even become recurring characters!
Step 4: Edit your Video and Don't Look Back
Due to your jot note script, editing your video should be fairly simple and straightforward. You can edit it on your phone as well making the process extremely smooth, YouTube’s Create feature (the little plus in the bottom-middle of the screen) makes it extremely easy to film and edit your video with no prior editing experience. You can also hit all the beats of your script as well as it stitches your video clips together as you film. Furthermore, with youtube’s new AI tools coming out, you’ll be able to add more effects to your video like captions and greenscreen expanding your creative options.
Given the simplicity of your jot-note script, video editing should be a breeze. Mobile editing apps streamline this process, and YouTube's Create feature allows for effortless filming and editing, even for novices.
Step 5: Post and Promote Online
After a successful video is created you’ll have to share it to the world to take advantage of your newly created characters. Make sure to upload during key times , add in your industry specific hashtags, emojis, and add a description with a call to action. However, remember, as of now YouTube shorts doesn’t allow people to click on the link, so be sure to make the copy compelling enough for the viewer. When it’s on YouTube, feel free to share it to your other social media platforms as a well. The vertical video format works exceptionally well for Instagram reels and TikToks too.
Step 6: Take your Shorts to The Next Level with a Content Consultation
While creating characters for your YouTube Shorts push may sound easy, it’s quite difficult for the beginners. If you find yourself needing a fresh perspective or a creative boost, our team at VideoHerd is at your service. With expertise in YouTube marketing, we can help elevate your Shorts and keep those creative juices flowing. Don't hesitate to reach out for a consultation and bring your content to the next level. Learn more about our YouTube consulting services.
