Video is one of the most powerful forms of marketing you can use.It has the ability to connect with your customers on an emotional level, not possible with other forms of marketing.With that connection comes the desire to share your content and it’s that sharing that offers you the power and potential to reach previously untapped markets.Video sharing happens when you connect with your viewers on an emotional level. Your story has to resonate with them (that’s why we’ll keep telling you, until we’re blue in the face, that your videos must not be commercials), pull at their heartstrings leaving them feeling compelled to pass your message on to their friends.But don’t just opt for the lame cute kitten video. What you produce must be related to your business if it is to have the desired effect. That’s where great ideas, strong stories and social issues come into play.Aligning your brand with social issues. According to the 2013 Cone Communications Social Study (US based), 83% of respondents said they would like brands that supported social causes. Not only that, but 41% said they have bought a product because of its association with a particular social cause.There’s some food for thought.A great example of this is happening right now.Have you seen the recent ‘Chain of Good’ advert from Innocent Smoothise? It shows how, by buying an Innocent Smoothie, Mark helps a family in Uganda.Not only is the video well put together, it simply gets their message across – by buying their product you will be directly helping families in Uganda make a better future for themselves.Another example is from Pantene. Their main audience is women so their ‘Labels Against Women’ video is a powerful reminder of gender bias, an issue that their target market cares about.Supporting social causesBefore you rush out and create your video, it’s essential you give careful consideration about which cause you decide to support.As with the Pantene example, it must be something that matters to your audience.It’s important not to align with a social cause just because you believe it will be beneficial to your business. Instead, you must look at what will help you build better relationships with your customers.If you can demonstrate your concern for something bigger than your company and that holds special significance to your customers, you’ll be on to a winner.