Friends with Benefits

Funny Beats Pretty

The previous section discusses seven qualities that tend to make videos popular. Here are two factors that, maybe to your surprise, don't matter: quality and the visibility of a company's involvement. After giving up control, the aspect of social media that companies are least comfortable with is its apparent amateurism. Companies often launch corporate blogs with a lot of editorial oversight, ensuring blog posts are reviewed for content and style. As a result, the blogs tend to describe new vice president appointments and office openings and are incredibly dull to read. Many companies make the same sort of mistakes when producing videos for the Web. They've either never marketed using video or have only created television ads ...