The concept did not originate in the music world. The mother of all reaction video channels is React : known for reaction themes such as 'Kids react to…' and 'Teens react to…'. React was founded in 2010 and now has 12 million followers on YouTube. Numerous media channels have since jumped on the reaction bandwagon: from Buzzfeed to GQ.
Why are reaction videos such a huge success?
There are few things more fun than watching someone get blown away by your favorite movie or artist. It's a special kind of high: a nice cocktail of voyeurism and sharing an experience.
Reaction videos work best when the expert in question reacts strongly to something. The makers know this: often in the thumbnail of the videos you see a close-up of the face of the person reacting, with a look of: what did I just see?! That makes you curious about the video.
Another thing that can play a role in the success of reaction videos is the contrast between the person reacting and the person being reacted to. 'Elderly people react to hip hop', or in Linor's case: 'Opera singer reacts to Freddie Mercury'. The unfamiliarity or distance stimulates the viewers.
Besides the emotional thrill, reaction videos also have an educational element. We like to learn from the experts. Especially when there is an element of entertainment. In that respect, a reaction video is comparable to the format of a masterclass. You learn something, but you are also entertained by the dynamic between the teacher and something or someone he or she is interacting with.
Expand your reach with reaction videos
As an expert, reaction videos are an explosive way to grow your customer base. Let’s say Linor makes a video in which she reacts to Pavarotti. The YouTube algorithm will then present her reaction video to Pavarotti fans. And there are quite a few.
A nice side effect of all that reaction violence is that your 'normal content' also gets more views. For example, Linor's instructional videos get more views than before.
Show your personality and status as an expert
Anyone can make reaction videos, and many reaction videos by non-experts are popular. But that doesn't mean everyone benefits from them. Beavis and Butthead, the uncrowned kings of the reaction format, were hilarious. But no one would hire them as a singing teacher.
So it's about the combination of entertainment you provide and knowledge you demonstrate. Potential clients see your personality and your status as an expert in one fell swoop.
For example, Linor has had new singing students knocking on her door since her reaction videos . They fax lists often mention a specific reaction video that struck a chord. That emotional connection is important for singing students. As a (beginner) singer, you open yourself up and that is scary. You have to be able to trust your singing teacher. It is useful if you know roughly what kind of person you are dealing with before you make your first appointment. A reaction video is transparent in that respect. More than an instructional video, it shows the personality of the teacher. We cannot rehearse our reactions to things that we see for the first time.
Reaction videos can also help with your positioning. Maybe your vision of the field is not mainstream – that is a good thing. By setting yourself apart in a reaction video from a different approach (preferably not in a nasty way) you position yourself. You attract customers who like that vision. A little healthy controversy is not a bad thing. People like experts who dare to show what they stand for.
If you are selling photography courses: comment on the winners of World Press Photo from the last ten years. What makes those photos so good in your opinion?
You are a plastic surgeon: respond to photos or videos of stars with (hopefully successful) cosmetic surgeries: what went well or wrong?
If you have a restaurant: comment on cooking shows or on your favorite chef, or on cooking scenes in famous movies.
You are a business coach: respond to seminars or videos of your favorite celebrity coach, such as Tony Robbins.
Are you a beauty professional? Comment on Lady Gaga's makeup or stars on the red carpet at a recent event.
You are a lawyer: respond to scenes from movies with legal cases: what is right and what is wrong?
If you are a dating coach: respond to clips from pick-up coaches or TV shows like First Dates.
You are a copywriter and you read aloud a passage from a favorite book, stopping occasionally for commentary.