AOL team says, “Love is a complicated thing. We can’t always put our finger on why we love who or what we do, but we’re all looking for that feeling (and bonus points if our love relationships are reciprocal). Brands work this relationship magic on us, too. It’s just like the dance we do with a prospective partner — they have to hook us in, make us happy and keep us engaged for the long haul.

The courting phase   

Now more than ever, our attention is hard to capture, and it’s even harder to keep. The brands we love best have become relationship gurus when it comes to drawing us in and keeping us interested — despite distractions like social media noise and binge-watching marathons.

That’s where content comes in. Great content — and most importantly video — is a powerful force that brands need to harness, whether they create it themselves or curate it in compelling ways. Video is so critical to a brand’s success because it’s a medium that can capture and connect with us on all fronts: sight, sound and motion.

Once a brand grabs us with content that makes a meaningful connection, we’ve truly stepped into the courting phase. We could be looking to be inspired, to feel good or be in any of the universal content moments that define why we engage online. But the outcome is always the same: it’s a relationship now, and the content a brand offers us from this point forward will decide whether we want to take that relationship to the next step”.

How brands make us love them

Mashable

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