Video is a wonderful format that can do many amazing things for a brand—educate, simplify, elicit emotion, tell compelling stories, change perceptions, etc. However, I have heard so many companies say, “I spent tens of thousands of dollars on a video, and it didn’t work.”When trying to understand WHY it didn’t work, more often than not, the video was posted to their website/YouTube channel, never to be spoken of again.You can’t see...