Ten years have passed since news media began reporting on ‘social media’ as something that was going to . . . going to . . . um . . . do something . . . someday . . . and it’s going to be really big!

Then social media participated in revolutions, then the putting down of revolutions, and then lots of weird stuff that has led social media to its current existential crisis. Who wants it? What is it for?

All this time there has been an undercurrent of those of us who are simply trying to use this new medium to do the same business we do every other day. As many individuals struggle to define their ‘social media’ presence the rest of us may be able to reap an advantage. In other words, it may have been worth the wait.

The reality is that while people are spending about 10% less time on the Internet than the peak years of 2014-2016, that kind of drop would be expected as the novelty of social media wore off. So while those who have been screaming from their basements are troubled about their place in social media, the rest of us fumble around trying to connect with real customers. Well, some rules have evolved, and consumers are spending their money more freely than they have in a decade. If you participate in undoing some of the excesses of social media, you have a very good chance of reaching out and gathering an audience.

Here are four rules to follow in creating videos (or image memes) for your social media.

Rule 1 – If you use a cat video, it better be of a talking cat.

This is sort of a ‘man bites dog’ rule. Cats and other cute animals will continue to have eyeball dominance in social media for a long time to come. And that’s just what rules them out for you. Unless it’s extraordinary, a cat video or meme isn’t going to get you any kind of branding transference. A view of a cat video is like the ding of the door chime as a customer leaves the shop empty-handed.

Rule 2 – Make the viewer crazy or make them think they’ve won the lottery.

This idea is counter-intuitive but real. Remember all the late night TV car salesman antics of the late 20th Century (if you can). They were outrageous, they looked like jackasses, and they made us mad. But it was to their lots we went to for our first car almost without thinking.

By crazy in this sense, I mean to do something ridiculous – demean yourself for eyeballs that will remember you. The second option is to make an offer so outrageous sounding that no one will ever forget it…and they just might try it.

Rule 3 – Doing nothing is better than being annoying

Some restaurants have found that posting a special or an entertainment event on Instagram once a week is all they need to secure a good patron flow from social media. Never post for its own sake. Authenticity is important and the Internet speaks a little like your great-grandmother – if you don’t have anything interesting to say, don’t say anything at all.

Rule 4 – Sell up front

If you are making a particular pitch or offer in your video, put it up front. Let the viewer know what you have and what you want them to do if they are interested in your offer. Then get to any fun stuff. This is the difference between advertising and branding. Branding can be something that’s just fun. An ad has a purpose and that purpose must be stated upfront, or the viewer becomes confused about what they are watching. We all go into a kind of dream state while watching videos, and this world has its own ques and manners of communication. Give the viewer what they expect.