April 8th, 2024
 

In marketing videos, all brands are on a quest for that elusive 'share'—the Holy Grail of engagement. It's the ultimate validation, the proof that their content has struck a chord with their audience and compelled them to share it with others.

So, how do brands create videos that people actually want to SHARE? Let’s break it down:

The Psychology of Sharing
Here’s the thing: people don’t just share 'any' video content. They share what reflects their values, connects with their beliefs, and expresses their unique self to the world. People also share content to feel validated, build connections, and enhance their status within social circles.

Know Your Audience (Like, Really Know Them)
If you want to create videos that people want to share, you need to understand your audience. And I'm not just talking about age, gender, and location—I'm talking about their hopes, desires, and aspirations. When you take the time to get to know your audience, you can create content that resonates with them on an emotional level.

Create a Human Connection – The Key to Engagement
Once you understand your audience, you can create a connection that feels human. Whether it's curiosity, empathy, or inspiration, your content must evoke an emotive response. Use storytelling techniques, cinematic visuals, and relatable characters to build a rapport with your viewers. When people feel emotionally connected, they’re more inclined to share.

Be Authentic – Going Beyond the Script
In a landscape dominated by curated content and polished narratives, authenticity is a breath of fresh air. Instead of relying on actors or scripts, consider finding people who embody your brand's values and allowing them to share their experiences in their own words. This raw, unfiltered approach naturally integrates your brand’s message, creating a more organic and authentic connection with your audience.

The Payoff: A Win-Win for Everyone
When you create marketing videos that people are willing to share, EVERYONE wins. Your audience gets content that resonates with them personally, and your brand gains more exposure and credibility. This is the Holy Grail of engagement.