Attracting Customers with Entertaining Videos
Informing and educating are important, and if you do it right, will draw a fair number of targeted YouTube viewers. But everybody likes to be entertainedwhich is why pure entertainment videos typically show up at the top of YouTube's most viewed lists.
What's entertaining? Unfortunately, I can’t tell you. What’s entertaining is the eye of the beholder; what I laugh at might leave you cold, and vice versa.
Here’s what I do know about entertaining videos: When they work, they work really well. It’s the entertaining videos that are more likely to go viral.
Why do people remember Budweiser’s Super Bowl commercials? Or those Old Spice ads “The Man Your Man Could Smell Like” ads? Or the Betty White Snickers commercial?
People remember these spots not because they’re informative or educational, but because they’re entertaining. These are videos that make people laugh, or sometimes cry. They attract new customers not by presenting useful product information, but rather by presenting some sort of memorable image. You remember them because they’re entertaining.
Unfortunately, I can’t tell you how to produce an entertaining video; nobody can. You need to be creative, that’s for sure, but beyond that, either you have the spark or you don’t. If you do, you create a video that people remember and want to share. If you don’t, you create a video that falls flat on its face. It’s a high-risk category, that’s for sure.
If done right, then, an entertaining video is great for establishing and maintaining your brand image, and attracting new customers in this fashion. They’re less useful for driving direct sales; you’ll generate rewards over time rather than immediately.
For that reason, entertaining videos aren’t recommend for the faint of heart. You’ll either succeed wildly or fail miserably; there’s little middle ground.