Most of us would probably get a kick out of having a video go viral. That goes for business owners, too, or maybe especially for business owners as it could lead directly to sales. However, the reality is that maybe one percent of videos go viral, at least on Facebook, according to a study.
So rather than chasing lightning in a bottle, smart businesses focus on creating shareable content that builds genuine engagement.
Here are five strategies to make your business videos more shareable, without relying on fleeting trends or viral gimmicks.
1. Hook Viewers in the First 3 Seconds
Your opening moments are make-or-break. Most viewers decide whether to keep watching within the first three seconds, so start with:
- A relatable problem your audience faces
- A compelling visual that stops the scroll
- A question that makes viewers think, “That’s exactly my situation!”
Skip the lengthy company intro or logo animationâsave that for the end when viewers are already engaged. Consider starting with a customer’s actual words or showing the end result before explaining how you got there.
2. Tell Stories That Connect Emotionally
Data tells, but stories sell. And more importantly, stories get shared. These stories are a reflection of your mission and your brand. Instead of listing product features, show how your service transforms real situations:
- Feature actual customer success stories
- Show the “before and after” of working with your business
- Highlight the human impact of what you do
- Use authentic testimonials rather than scripted endorsements
People share content that makes them feel something, whether that’s inspiration, relief, or recognition.
3. Provide Immediate Value
Shareable business videos answer the question: “What’s in it for me?” Give viewers something useful they can implement right away:
- Quick tips they can use today
- Solutions to common problems your customers face
- Behind-the-scenes insights that demystify your process
- Industry knowledge that positions you as an expert
When someone learns something valuable from your video, they’re much more likely to share it with friends or colleagues who could benefit too.
4. Optimize for Silent Viewing
Since some social media videos are watched without sound, your content needs to work silently:
- Add clear, readable text overlays for key points
- Use engaging visuals that tell the story independently
- Include captions or subtitles for all spoken content
- Design graphics and animations that convey meaning without audio
You want to reach viewers in every context, from quiet offices to noisy coffee shops.
5. End with a Clear, Specific Call-to-Action
Don’t leave viewers wondering what to do next. The most shareable business videos guide viewers to a specific action:
- Ask viewers to share with someone who needs this information
- Encourage comments by asking a specific question
- Direct them to your website for a related resource
- Invite them to follow for more valuable content
Focus on serving your audience first, and the shares will follow naturally. When you consistently deliver value through your videos, you’ll build a community of viewers who become your best advocates, sharing your content because it genuinely helps others in their network.
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