Marketers should avoid starting their video with the brand logo.
This piece suggests businesses should put the best footage of their story at the beginning of their video to hook users. Brands can also use a good headline that strikes an emotional chord with the viewers in case good footage is unavailable.
Businesses should add empathy to their videos by including elements that resonate with their customers. Brands can create the ideal target customer and make a lifestyle map that identifies the different parts of their persona’s lifestyle to build a deeper connection with their customers.
Marketers should put the biggest empathy moments after the first hook portion in their videos to encourage sharing. The author suggests businesses should then add an extra layer of value to show customers that they care about their experience.
[17 minute read]