If you want to use YouTube videos to promote your business, it's important to understand what your audience is looking for, writes Jason Rich in this book excerpt. "A video that's designed to introduce pre-teen girls to a new product will need to be produced vastly differently from a video designed to appeal to men between the ages of 18 and 34, for example," he writes. You might want to create videos that tell stories about your business, capture an important event or provide entertaining content, he notes.

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