Why Reaction Videos Might Be the Key to Better Engagement

Reaction videos - watching people watch other people - are commonplace for YouTubers

The other day I watched a beautiful magic performance on YouTube.

When the video ended, the algorithm suggested I watch a stranger reacting to that same performance. It seemed strange to me. I had just watched the video, why would I now watch someone else watch it?

But curiosity got the best of me. I clicked. And to my surprise, I loved it.

This random non-magician paused the video he was watching every so often to talk about the impossibility, the sense of wonder, the feeling of it all. 

Watching him experience it made me feel more connected to the experience I had just had. It felt validating and comforting. I felt connected to this dude watching a magic video on YouTube in his room. 

The experience of watching a stranger react might not be so strange after all.

Reaction videos have become a massive part of the YouTube creator economy. But if you’ve ever been to a live performance, you’ve seen this before. When I perform magic, I often catch audience members glancing at each other to see how others are reacting. At comedy shows, people instinctively look around when they laugh. When at a concert and the band plays the first note of your favourite song you’re likely looking to your bestie to see if they’re as excited as you are.

When we feel something we want to know others are feeling it too.

Watching reactions helps us feel connected. It helps us feel less alone in our wonder, confusion, joy, or awe. There’s something powerful there that goes beyond entertainment.

For anyone trying to build stronger teams, increase engagement, or create more meaningful group experiences, this matters.

The rise of reaction videos speaks to a deeply human desire: to see ourselves in others, and others in ourselves. We want to feel represented. We want to feel like our experience isn't just ours alone.

In that space of connection, we feel seen and heard. We feel like we belong. And when we feel like we belong, we engage. We contribute. We challenge. We support.

Meanwhile, disengagement is rising (have you seen the new Gallup State of the Workplace Report?) - at work, in classrooms, in communities. And instead of trying to “motivate” people with rewards or incentives, maybe the better question is: Do they feel seen? Do they feel connected? 

This is why asking for perspectives is so powerful. The second question in the In•Possibility framework is to regularly ask others “What do you see?” Yes, this question gives us more insight into problems or projects. But more importantly, it builds trust. It tells people: You matter here and your ideas are valuable. 

And that might be the real secret to unlocking deeper engagement - at work, in teams, and maybe even on YouTube.

P.S. “What do you see?” is the second question in my In•Possibility Thinking framework. It’s a deceptively simple prompt that opens the door to deeper connection, empathy, and insight. If you're interested in the other questions that drive this framework (and how they can help your team uncover blind spots and spark new possibilities), feel free to reach out. I’d love to share them with you.