Start With the Viewer Job, Not the Video Idea
Translate a broad YouTube topic into a viewer job with functional, emotional, and social stakes.
The strongest YouTube ideas begin as viewer progress, not internal coverage. Jobs to Be Done gives marketers a practical way to define that progress. Instead of asking, 'What do we want to say about this product?', ask, 'What situation makes a viewer search, click, and stay?' The answer should name the moment, the struggle, and the payoff. The Three Layers Functional jobs describe the task the viewer needs to complete. Emotional jobs describe the feeling they want to reduce or gain. Social jobs describe how they want to be seen by colleagues, clients, or peers. A useful YouTube video usually…
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