There are many ways to produce an attention-getting video, but much of it still feels like alchemy.

Lucky for us, Stephanie Buck has pinned eight tricks for brands to try—ones that have made other vids big hits. "Today's consumer loves quirk, something different that he can catchphrase or hashtag," she writes. "The trick is finding that wacky hook that will turn your campaign viral."

Here are three of her tips, but make sure you read her AmEx Open Forum article for all eight!

Tap into modern humor. Take a look at Chuck Testa's "Official Ojai Valley Taxidermy TV commercial." Buck credits the director's treatment of the odd subject of taxidermy and Testa's dry humor with the creation of a funny video full of irony—a favorite form of humor with today's viewers.

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