SOCIAL MEDIA MAKING CLICKBAIT VIDEOS FOR THE C-SUITE

People who act unethically on the job recall their misdeeds less vividly than they recall their good behavior—a phenomenon researchers call “ethical amnesia.” “WE’RE UNETHICAL AT WORK BECAUSE WE FORGET OUR MISDEEDS,” BY FRANCESCA GINO AND MARYAM KOUCHAKI Many companies are now creating online videos aimed at global decision makers. To understand executives’ consumption habits, researchers at Alpha Grid (a media company owned by the Financial Times) and Unruly (a video ad tech firm) surveyed 87 senior business and government leaders about when, why, and how they watch. The researchers offer these tips: DO Keep it short. More than half the leaders surveyed said they generally won’t watch videos that are longer than three minutes. Feature VIPs. More than two-thirds said that the most appealing clips include a respected figure, such as a journalist or…

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Harvard Business Review (Digital) - 1 Issue, September 2016

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