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Webs of Influence: The Psychology of Online Persuasion, 2nd Edition by Nathalie Nahai

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Chapter 11

Designing persuasive videos

A film, a piece of theatre, a piece of music, or a book can make a difference. It can change the world.

ALAN RICKMAN, ACTOR1

What makes video special?

Compared to other media types on the web, video is unique in the immediacy with which it can convey a vast amount of emotional and informational content to its viewers. By virtue of the fact that video is an instantaneous form of communication, it has the advantage of being able to create a shared experience, in which people can watch the same thing at the same time, wherever in the world they might be. As with all social content, enabling people to participate in such a way can create a profound sense of connection and community, which can help generate ...

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