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Remember when your 8th grade science teacher would say — “OK… today we are going to watch a video about photosynthesis.” —and every face in the classroom would light up with excitement? Some were excited because they would be able to slink down in their chair while the lights were off for a quick cat nap. 
But many were excited because video is so much more engaging than reading a text book or listening to a lecture.
Video makes a topic spring to life in a way that a lecture or text book never could. Because broadband internet has become the norm in the developed world, video has begun to make a lot of topics spring to life on the Internet as well.
Think about it — would you rather someone describe in text how to change a tire or watch it on video as Saab has done with their Automotive 101 video series. Go on, check out that link. It’s a great example of a brand that is engaging with its target market by giving it useful content in a useful format. I could be on the side of the highway with my iPhone streaming this video and changing my tire.
How would it make me feel about the Saab brand if they helped me out of a bad situation like a flat tire? They could have just as easily typed up the instructions for changing a tire and put it on the Internet. But the video is so much better at demonstrating it in a clear and concise manner.
What kind of video could you be doing that would engage your target audience?
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