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YouTube ranks second only to Google and is the second most popular social media platform after Facebook. It has over 2.5 billion monthly active users, and more than 120 million people watch YouTube every day.
Shorts videos are expanding this reach even further, according to experts at Dropshipping Stelvel EOOD. Step-by-step guides, product reviews and long instructional videos are popular. People watch them not only for entertainment, but also when choosing a product. Video has become a familiar part of the customer journey.
Ignoring this interest means consciously turning away a portion of your customers.
And to create reviews of dropshipping products or useful content for an online shop, you don’t need a studio or complex equipment. All you need is a smartphone with a good camera, a clearly defined topic and neat editing. In most niches, this is enough to compete with the big players.
How YouTube’s algorithm works
YouTube’s algorithm typically recommends personalised content to users based on their preferences and viewing history, or in response to their search queries.
YouTube analyses session time, watch time, audience retention, engagement and click-through rates. Nine out of ten users make a purchasing decision after watching a video. YouTube has long since ceased to be merely a channel for reach and has become a promotional tool, according to managers at Stelvel EOOD. And the more views a video has, the higher it ranks.
How to promote your business on YouTube
Determine what you want to achieve. Do you want to promote a specific product or service, attract new customers, increase brand awareness, or improve engagement with existing customers? Who is your target audience? How large is it? What problems do your potential and existing customers face? How can your product or service help them?
The optimal schedule: a series of short videos and one long video per week. Subtitles and captions increase view counts by up to 80% and make the content accessible to a wider audience.
Stelvel EOOD recommends using standard video formats. Each format serves a specific purpose and audience, and together they form a complete sales funnel within YouTube.
1. Unboxing (for those who are undecided and those ready to buy)
One of the most effective formats for engaging your audience. An unboxing video shows the product ‘in action’, alleviates concerns and answers the buyer’s question: what will I actually receive?
The UGC style works best: first-person footage, minimal editing, genuine reactions. Even commissioned content should look as natural as possible, insist the experts at Stelvel EOOD.
2. Video tutorial, how-to (for those who are undecided)
The ‘how-to’ video format: how to assemble, how to charge, what to insert where, how to switch on, connect or use the product. No jargon or overload of information. Such videos lower the barrier to entry and demonstrate that the product is easy to use. This is particularly important for technical and functional products.
3. Before and after (for a cold and hesitant audience)
A visual transformation format. One frame shows ‘before’, the second ‘after’. The comparison allows viewers to instantly see the result and imagine how the product will change their everyday situation. This is precisely why such videos are often watched right to the end. The visual effect reinforces the perception of the product’s value and conveys what is difficult to describe in words. This is what makes the format so versatile: even those who don’t want to delve into the details can understand it.
4. Comparison with similar products (for those ready to buy)
A format for making an informed choice. The product is compared on specific parameters: price, quality, material, delivery speed, weight, power or volume against more expensive or mass-market alternatives. Facts and visual evidence help justify the purchase and show why the product is worth the money.
5. Life hacks and unconventional uses (for a cold audience)
Unexpected ways of using everyday items create a sense of novelty and engage viewers from the very first seconds. Short, dynamic videos with a touch of humour work well on Shorts and often serve as the first point of contact with the brand. Such videos frequently use time-lapse footage, eye-catching captions and dynamic music, making them more appealing and memorable.
6. Children in the frame (for a cold audience and to boost reach)
Videos featuring children evoke a strong emotional response, Stelvel’s managers emphasise. This is particularly true if they are ‘tackling an adult task’ or using the product in a playful way. This type of content is easy to watch and shares well.
7. Videos featuring animals (for a cold audience)
Animals consistently attract attention and elicit sympathy, especially if they behave as though they understand what they are doing. Videos featuring animals increase reach.
8. Parodies, stunts, magic (for a cold audience and engagement)
Illusions and unexpected actions create a wow effect. The contrast between expectation and outcome makes the video memorable and increases the likelihood of repeat views.
9. Provocative question (for impulse buying)
A question directly linked to the audience’s pain points holds their attention and prompts action. For example: ‘Why pay more when there’s a convenient and affordable alternative?’
YouTube and business. Start simple
In 2025, according to Ubersuggest, the total number of mentions of YouTube in AI-generated reviews alone rose by more than 400%. Businesses that ignore YouTube are handing their customers over to those willing to showcase their products live. Camera, lighting and editing are important, but it’s not the technology that matters – it’s a clear concept and consistency.
Optimise your strategies by analysing every video. STELVEL reminds us of the importance of YouTube metrics. Track: session duration, view count and duration, engagement, and CTR. Start simple: choose 2–3 formats, shoot a series of short videos and one long video per week. Look at the figures, draw conclusions, and repeat.