March 16th, 2012 / Viral Marketing

Can Video Marketing Win Friends – And Customers?

A new study indicates that if you want to engage an audience through video marketing and keep them engaged, then you should surprise them first and fill their hearts with joy immediately afterward. Seems simplistic, doesn’t it?

Well, it’s not really that easy.

Yes, you should engage your audience. But it helps if you know a little about them first. The object, of course, is to position your company or brand in front of a new audience and drive traffic back to your website. The question is, what video format is best for accomplishing those goals?

I don’t think that producing a video ad that is simply an advertisement, no matter how craftily executed or clever it is, will do what you expect it to do. Video viewing audiences are pretty sophisticated.

The best way to entertain, inform, and use videos for marketing online is to tell stories. Not long stories, but stories nonetheless.

Start by writing a video script. Make it creative and compelling. Introduce interesting characters with a conflict. Your product or brand may or may not be the solution to the conflict, but you can slip your product or brand into the entertainment somewhere along the lines. Audiences will forgive you if you entertain them and educate them. In short, engage them through storytelling.

Is this a challenge? Absolutely. But nothing worth doing is easy. Engage your audience well and your video marketing will go a long way to position your company as one worth doing business with.

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