Content Creating in Practice: Who, What and When


The article was originally published in the YouTube chapter of the CANnual Report 2017

Consumers reach for their Internet-connected devices when they look for an answer to a question, when they want to discover new things, or when they want to examine the differences between two products prior to purchase. In such moments, they want to get adequate, relevant information at the right time. Consequently, brands should realize the micro-moments – as Google calls them – where the interests and desires of the target audience meet the objectives of the brand. It is worth developing your creative video formats taking these into consideration, because you can provide consumers with an added value if you produce videos with authentic and relevant content as well as a tone of voice and aim matching the brand. Such moments can be caught in the act when somebody concludes a search, visits your website, uses a mobile app or visits YouTube.

The four major video micro-moments are the following:

  • When consumers want to see content in line with their interests(“I-want-to-see-because-I-care moments”)
  • When they want to learn and explore (“I-want-to-know moments”)
  • When they want to do something new with the help of tutorials (I-want-to-do moments”)
  • When they want to buy something (“I-want-buy moments”)


Depending on the brand identity, you can choose different ways that can help reach and keep your viewers and find the right message and tone of voice for them. In the light of experience gained, YouTube features three of these. Making inspiring videos and sharing stories that move viewers emotionally and which they can relate to. Making useful videos full of information as a means of education that can contribute to the understanding and proper use of your services and products. Or making videos full of spectacular and creative solutions to simply surprise and make your viewers laugh for the sake of entertainment.


When developing your creative video-making strategy, you have to decide how you create video content and how you are going to use them. There are three main paths to follow in content creation. The first type of content is when video formats are planned and created by the brand. The second type is the alreadymentioned scenario: when the brand collaborates with other creators, video makers, the audience, artists or business partners. The third type is curation: finding, collecting and then sharing user-generated content about the brand, its products or services.

Lucas Watson: Video Micro-Moments: What Do They Mean for Your Video Strategy?

Kim Larson: Building a YouTube Content Strategy: Lessons From Google BrandLab,

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