1. Make it very engaging. The Old Spice Man’s responses lack any special effects but are all strongly written and well-acted by Isaiah Mustafa. And the jokes are so rapidfire they encourage viewers to rewatch the videos to catch all of them. The lesson here is to keep your videos short, dense and, if possible, funny.
2. Make sure your video has important content. If comedy is not your strong suit, or your product or service is not something that lends itself to comedy, informative how to videos can be just as effective. The Internet is seen as a give-and-take medium, and viewers demand more than just an unfiltered sales pitch from advertisers.
3. Make it interactive. Another factor in the success of the Old Spice campaign is that the Old Spice Man is responding to viewers. Even if you are not as popular as Isaiah Mustafa, the ability to engage with customers’ concerns in video form shows that you care. Amazon did a good job of this when they provided a video explaining why they acquired Zappos.
4. Work across platforms. The Old Spice Man answers questions from Twitter, Facebook, Youtube, Reddit and more. By drawing attention to and encouraging viewers to use the different platforms, you encourage consumers to get more deeply involved with your brand or company. Respond to a question from Twitter on YouTube, for instance. Consumers will appreciate that you put a human face behind the response.
5. Make it professional. Don’t sink a lot of money into it, but since these videos are seen as messages from your company, make sure they look and sound good. Hire a professional videographer if you have to. You don’t want people’s first thought when they think of your company to be “shoddy.”
Source of Information : Website Magazine October 2010