It has become more important to entertain then persuade. We are moving out of a sales generation and into a generation of giving.
Video has followed the same generational change, it has now become more important to make a entertaining video over making a video that asks for a sale. However, you don't forget about the sale; instead of asking for a sale, you offer it.
Gary Vaynerchuk a serial entrepreneur, multiple New York Times best selling author and a very inspirational social media influencer preachers a theory; a theory of giving, giving, giving and then asking. Better referred as Jab, Jab, Jab, Right Hook.
Gary Vaynerchuck, more often referred to as Gary Vee, is talking about giving more than asking. The philosophy is today's generation of sales. You need to offer and deliver more to a client before asking for a sale... their money.
We are in a generation of providing a sale, over asking for a sale. It's about becoming someones friend and say "btw I also sell this, did you want some". A great way to do this is by providing as much content and value you can.
When making your next video try to think backwards. Before considering the sale/end goal, think of the entertainment factor first. One thing I like to do when we storyboard any video project, is to think "Can anyone be entertained by this video".
Don't know were to start? I'd love to help.. email me at firstname.lastname@example.org