5 ways to use hero videos to drive your message

Audiences like to think of themselves as the hero. What they’re looking for is an Obi-Wan Kenobi-type character to guide them. Here’s how to craft visual pieces that resonate deeply.

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Editor’s note: This story is taken from Ragan Communications’ distance learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.

So you want to bag a viral video? Join the club.

Every organization out there, it seems, is trying to nail this elusive unicorn.

Yet it turns out there is no template for making your video go wild on the internet, says Benton Crane, chief executive officer of Harmon Brothers, a Utah agency behind some of the most viral ads in internet history.

In his Ragan Training video, “Secrets to make your videos so good, they don’t have to go viral,” Crane warns that you cannot predict virality. Instead, he seeks to create videos that deliver return on investment while building “beloved brands that we can connect with, that we resonate with,” he says.

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