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OK, You Made A Marketing Video– But Is It One You’d Want To Share??

January 12, 2018

Video is the dominant form of content these days. Perhaps you’ve seen this statistic:

Video will account for 82% of consumer internet traffic by 2020– up from 68% in 2015.

Here’s another one:

People are 85 percent more likely to buy a product after viewing a product video.

That finding appears to date back to at least 2012, and was originally a bit more modest: “Viewers are anywhere from 64-85% more likely to buy after watching a product video.”

Still, it gets your attention. No wonder so many brands are making marketing videos.

Content succeeds when it gets seen. And it gets seen when it gets shared. Obvious conclusion: you want people to share your video.

So the following subhead on the Edelman Digital blog really got my attention:

If  You Can’t Clearly Imagine Yourself  Sharing a Video, Then Most People Can’t Either

The article went on to say:

People share content on social platforms to elicit in others the emotion that they
felt themselves.
When creating a video, ask yourself why would YOU (want to)
share it: is it smart? Empathetic? Funny? Shocking? Ahead of the curve?

That’s a tremendous insight.

So the next time you make a video– preferably while it’s still on the storyboard– try to see it through the eyes of a disinterested third party and ask yourself: is this the sort of thing I personally would want to share with my friends? If not, start over.

You want your videos to be more inspiring than those of the Gooey Gloss Paint Company.blank vertical space, 32 pixels highillustration mimics YouTube video display page with featured video plus related videos guy with paintbrush watching paint dry on wall

blank vertical space, 32 pixels highI couldn’t resist turning the above illustration into an actual video. I was tempted to have
it run for two or three hours, but that’s carrying a joke too far. It’s only 43 seconds.

If you watch closely, you can actually see the paint darken several times during the first
24 seconds or so.

You want excitement? You’ve come to the right place… 😊blank vertical space, 32 pixels high

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blank vertical space, 16 pixels highYou might also enjoy this post about 6-second “bumper ads.”

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About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. I create images that get content seen and shared.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.

Questions? Send me an email.

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