Secrets to make your videos so good, they don’t have to go viral
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Original video content is transforming the consumer marketplace. Channels such as Facebook Watch, YouTube and the new IGTV from Instagram are capturing attention, driving clicks and ultimately—for savvy marketers—driving sales. What’s the “secret sauce” to putting together video campaigns that achieve these goals and more? The makers of Squatty Potty, Chatbooks, Poo-Pourri and Purple are prepared to tell you what they’ve learned. Benton Crane, CEO of Harmon Brothers, leads the team that has racked up more than 1 billion views and driven over $300 million in sales. He’ll show you the elements of successful videos and how to make a splash with your next effort.
- How to make creative content that sticks
- How rhythm keeps viewers engaged
- Crucial elements your social content strategy should include
- Which platforms make the most sense for your goals
- Why branding and conversion don’t have to be mutually exclusive
Benton Crane is the chief executive officer of Harmon Brothers, a Provo, Utah-based ad agency behind the most viral ads in internet history. Since 2013, the agency has collectively driven more than 1 billion views and over $300 million in sales through its groundbreaking social media spots on YouTube, Facebook and more. Crane believes in bringing excellence to everything he does. Starting his career as an automotive repair mechanic, he was honored as the No. 1 student mechanic in Utah and No. 2 in the nation. This knack for diagnosing and solving problems led him to study economics and data analytics. In 2011, he was hired by Deloitte in Washington, D.C., where he served as a consultant with various clients across the national intelligence community. In 2013, Crane joined newly formed Harmon Brothers for a campaign to promote Poo~Pourri, including an internet ad that transformed the way products are marketed. Harmon Brothers have produced other top viral ads for companies including Squatty Potty, FiberFix, OraBrush, Poo~Pourri and Purple, and recently published a video for Chatbooks. Crane has managed the agency’s growth from its infancy to one of the most sought-after ad agencies in the world.