Engagement or Enragement?

Engaging an audience means that the audience is listening and making a psychological investment to follow and understand your message.

How to get there?

It helps if you can offer a reasonable proposition for the audience to take action and invest at least the minimal energy and time to follow your message. This proposition is mainly done in the packaging and the choice of medium of your message.
One minute video is the best form for a business message in the digital world, because its audience knows how much time and attention they are being asked for. Compared to suggestions like: "Read more", "Like this" or "Go to our website". See, being engaged is a decision.

A well made ( it is offered by you, -dah), short ( they can see the counter) video has a positive "Easy and exiting" -expectation attached to it by default. If on the other hand, you do not deliver the expected entertainment or information in your video, you could create frustration instead.

You have to take some risk to not be boring. You should not take an extra risk by creating a video without an outside view. It is very easy to go blind or biased for the subject or the effect of a video. So please, don't order a video from the "guy that works in our company and has a video camera", when you can easily order it from the best in the one minute video business!

Antti