Statistics show a greater proportion of consumers are watching video online than on TV. According to a Nielsen survey, 84% of consumers watch video on their home computer, a figure that surpassed television viewing for the first time. This is one of many arguments for increasing video usage in your content marketing. In a recent survey of VerticalResponse customers, 35% of respondents indicated they are using YouTube as part of their marketing strategy.

Dan Dinsmore, chief executive of marketing agency OverIt, says creative videos can increase click-through rates, decrease unsubscribes and boost customer retention.

“On average, the clients that we create video for have 60 to 80 percent lower opt-out rates and about a 50 percent increase in click-throughs,” he says. “With these numbers, you can’t underestimate the power of video.”

There are a lot of tools out there that can help small businesses make and share videos including GoAnimate, WeVideo and Vine, but before you set up a camera, here are some video tips that helped OverIt become a powerhouse in video.

1. Do: Try to keep videos to two minutes or less

There are a lot of other sites, emails and videos competing for your audience’s attention. Be respectful of that and pack a punch with a shorter video that gets to the point.

“You need a short video that doesn’t sacrifice your message,” he says. “Lead the consumer to the user experience you want (like clicking on a landing page) sooner rather than later, or it won’t happen at all.”

2. Do: Spend time on the pre-production process

Working within such tight time constraints means it’s important to make a plan of attack, Dinsmore says. You can’t just put your iPhone on a tripod and start talking.

“The key to a short and engaging video is pre-production,” Dinsmore says. “You need to sit down, get some creative ideas flowing and really figure out how to make the most of every second.”

3. Do: Create niche pieces

If you want the most bang for your video buck, create niche pieces, Dinsmore says. Just like you create different content for different target audiences, you should do the same when creating videos.

For example, when the New York Council for Problem Gambling asked OverIt to create a video about addiction, the company responded with two different niche videos. One focused on tweens, the other on adults.

The gambling videos generated two million click-throughs in just four months.

4. Do: Use tools to jazz up not-so-visual content

Fast cars and delectable food lend themselves naturally to images, but what do you do if you’re trying to make a video about something not quite so ready for its close-up?

Think about using tools like music, graphics or effects. For example, OverIt used a little music and kinetic text to bring a fundraising video to life for Siena College.

5. Do: Be creative

It goes without saying that the more creative your video is, the better your return on investment, Dinsmore says. Get your creative juices flowing and think about out-of-the-box content like an animation or a cartoon. For example, when a holiday rolls around create an animated card like this.

Right now, Dinsmore considers video marketing an underutilized tool, but he expects big changes this year. And he’s not the only one. Marketing predictions for 2014 include video as a top marketing tool in the next 12 months.

This post contributed by guest author, Lisa Furgison. Furgison is a media maven with ten years of journalism experience and a passion for creating top-notch content.

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