In an era of visual media, more and more companies are turning to video to inform and compel stakeholders.

More than 80% of marketers are investing in video during 2013 to tell their brand’s story and engage stakeholders. Thanks to social sharing on networks like YouTube, Vine, Vimeo, Facebook and Google+, a good video can engage a great many stakeholders with dynamic, compelling content.

Video marketing is easier than you might think, especially when you follow these three tips:

1) Add value

Your video should both entertain viewers and help them do something better. Provide context so customers understand your value proposition.

Tutorials and demos are great video material. Own a flower shop? Show viewers how to arrange seasonal flowers. If you run a clothing store, break down a new fashion trend and show viewers how to put the look together.

What are your employees like? Shoppers appreciate behind-the-scenes videos of your business: they connect customers to your culture. Show off the human side of your brand and let personalities shine through.

2) Master the technical basics

You might not be a video pro, but you can make your videos better with a few simple rules.

Face your actor/subject toward your primary light source. If it’s behind them, they appear dark. Make sure your sound quality is strong. Audio can make or break a video.

Use a tripod or table stand to limit camera motion. Jumpy and sharp camera movements remove attention from the subject.

If using a smartphone or tablet camera, use a free or inexpensive video editing app to tighten up the finished piece.

3) Leave viewers wanting more

People have short attention spans online, so a video should last between 30 and 60 seconds. Some networks only allow you to share a six or 15-second spot.

Break long videos up into smaller clips and release a new segment daily or weekly. If you’re creating a series, hint at the contents of the next video to draw viewers back.

Try ending your video with a question that encourages viewers to leave their thoughts in the comments section. These responses can give you ideas for new, more targeted video content.

Note: creating a great video is only half of the job. You also need to help prospects find, view, and share it. Next week, we’ll show you how.

Need better email results? Take a content-first approach to email marketing and generate huge returns! Join Vocus and MarketingSherpa’s Content Creates Clickthroughs! webinar next Wednesday and learn how. Register here!

Filed under: Multimedia by Stacey Acevero