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Video productions must have 'engagement capital' says expert Online social media videos must be entertaining, marketing expert claims.
An internet video production must be entertaining to be a successful social media marketing tool, it has been claimed.
Online video expert Josh Warner says this will allow videos to gain "engagement capital" whereby viewers take it upon themselves to comment, share and link to the video.
Writing for Adage.com, he said: "Your viewer feels like you've done something for them - created an entertaining video - so they're more likely to do something for you - share, comment, rate your video. This is the essential quid pro quo of social video."
He added that YouTube was one of the best places to post a video because users of the site tend to be more active on other social media platforms.
Mr Warner also warned against using too much branding on a video or asking viewers to take specific actions such as registering for a contest as this will reduce the likelihood of them recommending the video to others.
His comments follow a recent study by Nielsen and Facebook which found that if an online display ad is advocated by a third party on a social networking site, its impact on the consumer is far greater.
Posted by Angela Metcalfe
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