Akin Fag­bo­hun and Leanne Orr con­tributed an arti­cle enti­tled “Top Tips for Viral Video” on the Search Lab­o­ra­tory blog. They talk about what it takes to make a suc­cess­ful viral video. The authors land on some good points. They men­tion the impor­tance of SEO and say, “it’s impor­tant to let the con­tent do the work for you.” These authors cer­tainly under­stand the rel­e­vance of mar­ket­ing in video media.

The authors fail to men­tion, how­ever, that cus­tomer action plays a big role. They do talk about con­tent inter­ac­tion over social media, but they don’t talk about action­able options embed­ded within video (as I do in my blog about video). Video con­tent is becom­ing an inter­ac­tive expe­ri­ence. If you fail to include action­able ele­ments in your video, you make it harder for cus­tomers to trace your brand.

It’s a slip­pery slope: You want cus­tomers to inter­act with and know your brand via video, but you don’t want to cre­ate a pushy sales pitch. Give cus­tomers the option to act, to inter­act with your brand. That way, even if your video doesn’t go viral, you will bet­ter influ­ence the select peo­ple who see your video than the many who may glimpse a viral video.