6 great ways to make videos engaging

Avoid video ‘click-aways.’ Here’s how to capture—and keep—viewer attention.

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That’s why many corporate YouTube channels are video graveyards of talking-head interviews, boring product demos and leftover B-roll.

With the appetite for video exploding, here are six easy ways to add new life to your video program with more entertaining and share-worthy clips:

1. Don’t skip the script. “A common mistake is just hitting ‘record’ in the hope that you’ll capture something ‘authentic,'” says Brian Malone, founder of Chicago-based Malone Media, “but the truth is you must draft your narrative before you ever call your first shot if you want to hit emotional hot buttons.”

Videos that evoke interest, surprise, happiness, delight, pleasure, joy, hope, affection and excitement are the most likely to be viewed and shared, according to a study by digital marketing agency Frac.tl.

Infuse your script with these hot buttons, but don’t overthink it. “Just write something down,” says Guy Bauer, another Chicago-based videographer. “Don’t wait for the perfect idea before you start writing. Let your brain dump the worst stuff ever onto the page. Then go back and revise later.”

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