I’ve already given you a full list of tips to create a good video. I've also mentioned a few inspiring examples to follow, like the simple but emotional Shyp explainer video or the colorful and sensible portrait of a runner.
Making it short and to the point, but also entertaining and possibly cheap... that's the genius of the Buzzfeed videos. Here are a few tricks you could use too.
Build a likable but awkward character
As you can see in the video, the main character is close enough to us to make it easy to identify with him. That's rule number 1 of character creation. But, for our full attention to be caught, human beings need an element of surprise. Here the surprise comes from the joyous eccentricity of the guy's behavior. He is our ridiculous self. How we might behave alone in our bathroom.
The hero of the story doesn't have to be perfect to get our attention. It shouldn't be miserable either. It just needs to express something that is true about the human life experience. Something we can relate to, but haven't heard before in this form.
What's the truth of this video? That there is something slightly ridicule about the way we follow fashion. We take it seriously as if it was a part of our identity, but looking backward, we realize it's just a show we participate in, to feel like a part of the community.
Make it smart and not
Most brands bring some value to their customers and that's what they want to talk about.
Most beer brands show how refreshing and nice it is to drink a cool one after work or with friends. But this Corona-sponsored video is smarter by showing a not-so-smart list of 21 ways to open a bottle. The result is a moment of complicity with the viewers. It's a bit sexist, a bit Wolf-of-Wall-Street-kind-of-guy, but if you relate to it, it makes you feel part of a club. The club of people who share the same sense of humor and the same set of values.
It doesn't have to be a story. But it must have a beginning and an end.
You've probably noticed that I've only shared videos that are about lists of things (of eyewear styles, of bottle opening techniques, now of sounds). That's one of Buzzfeed's specialties.
Now, I'm not saying you should make "listeos" (;)). But I'm not saying you shouldn't either. Good corporate videos can take any form. The more original, the better.
Can your product or service relate to one of the human senses (a surprising sound, a rough of soft material, a particular smell, a unique shape...)? Play with it and offer your viewers an emotional journey - rather than a practical explanation to what you do.