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What makes for an effective video?

What makes for an effective video?
Author: Alicia Gartrell - Strategic Content Coordinator
Written On: June 15, 2017
Category: Content Creation

Videos are thriving with no signs of easing up any time soon. In fact, it is forecasted that online videos will constitute over 80 percent of all consumer internet traffic by 2020 (Cisco). And why wouldn’t they? From a viewer standpoint, videos are effortless to watch and easy to digest. If you’re a business, effective videos are far more. They are a tool that can educate, offer insight and more importantly drive traffic to your business and website. So, what makes for an effective video?

An effective video tells your story.

We sit for hours in dark movie theaters. We forgo sleep in favor of reading just one more chapter. We binge-watch Netflix shows. Why? We love stories. Storytelling is a core element of engaging videos. A successful video communicates to your audience what is unique about your brand; what sets your business apart from the competition.

An effective video has a strategy.

You need to know where you are going, before you get there. A strategic plan will obtain your video’s goals. Are you seeking credibility? Shoot a testimonial video. Is your intention to position yourself as an expert? Maybe a FAQ video is more suitable for you. A strategic approach is guaranteed to produce the results you seek out to accomplish and will produce a higher ROI.

An effective video is authentic.

Don’t cheapen your brand. Your audience does not want to watch a video with poor actors and people standing around awkwardly. And don’t get us started with the large groups of people waving out-of-sync to the camera. Videos without insight to your authenticity will only hurt the way others view your brand. Your viewers want to experience something-your people, the sights and sounds of your business, your passion.

Want to learn more about how videos can drive traffic to your business and website? Contact Strategic Content Coordinator, Alicia Gartrell at or call 330-231-1921.


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