What Makes an Effective Video?
by Julie Weishaar
August 11, 2020
Small Business Video Marketing

The answer to what makes an effective video is amazingly simple: When viewers enjoy your video, it is a good video.

It becomes a great video when viewers follow your call-to-action (CTA).

Your viewing audience could be your social media followers or clients who hire you to create a video for them.

Video Marketing Best Practices

In addition to knowing and understanding your audience, there are some best practices to follow when creating videos.

The purpose of your video is to encourage prospects and customers to watch, remember, and share, which means that quality counts.

Whether you are shooting your own, using customer submitted pieces, or hiring a professional, Below are the main things to look out for.

Video Marketing Tips


  • Lighting – Video cameras need good quality light to produce appealing images. Overheads cast unattractive shadows. Either use professional lighting equipment or equivalent substitutes, such as strong lamps aimed at the subject. Alternatively, choose natural light, depending on the topic of your production.
  • Audio – Beware of video that has inaudible or overbearing sound. Ensure that background noise does not muffle or distort the message. Ideally, use USB microphones plugged into the computer or those designed to attach to the camera. These effective options ensure only the sounds you want are included.
  • Content – “Practice, practice, practice” if you or a staff member will appear in the video. More rehearsal guarantees more comfort with the material. It will also minimize awkwardness, stiff delivery, and the impression that you are reading from a script.
  • LengthStudies show that you will lose 10% of your audience after 10 seconds. And another 40% after 30 seconds, so keep it short and sweet. Put the important information upfront. And keep your viewer engaged by getting to the point right away. If you have more to say, consider a series of short videos rather than one long one.
  • Placement – A quality overview clip in your marketing email will raise your click-through rates. Bring customers to your website and keep them there. For example, include your Frequently Asked Questions (FAQs) video near the text version of your FAQs. Also, put your “How-To” videos next to your product description.
  • Selection – Ensure your video content reaches your intended market by testing it on your customers. Offer several versions and provide the opportunity to select and share their favorite, guaranteeing something for everyone.
  • Relevance – Most important of all, make sure your video is relevant to your message, be it a product promotion or information distribution. Nothing is more frustrating to online visitors than clicking on content that does not live up to its promise.

Video Marketing Statistics

As you consider including video in your marketing initiatives, keep the following statistic in mind:

In a December 2019 Video Marketing Statistics Report, Wyzowl found:


  • 80% cite video as directly helping them increase sales
  • 83% say that using video helps them with lead generation
  • 87% see increased traffic to their website when using videos
  • 89% see a good ROI with video
  • 95% plan to maintain or increase video spend in the coming years
Wyzowl video marketing statistics

Other impressive statistics include:


impressive video marketing statistics

Other Helpful Tips for Creating an Effective Video

To increase the likelihood that your visitor or email recipient will view your video, include a play button right on the screen to redirect the viewer to the linked viewing website.

Keep costs down by offering video through playback sites that already possess infrastructure. Avoid the expense of storing files locally on your web server.

You can pass along the cost of transcoding videos for playback by uploading to a video host such as YouTube or Flickr.

Approach video marketing as an adventure. It is an opportunity to get a step ahead of the competition and reach a wider audience.

Video marketing is on the rise and is not expected to go away any time soon.

Now that you have a better understanding of how Video Marketing can help boost your sales, it is time to get started with your video marketing campaign.

We can help promote your brand with video ask us how
What Makes an Effective Video?

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