Video content is becoming one of the fastest growing tools available for marketers. Its content is memorable, engaging and works across many channels.

Because this is such a new area, many marketers simply put their traditional made-for-television videos on online channels such as Facebook and Twitter. While this tactic is better than not offering videos, there are ways to assure the best return on investment (ROI) for your campaign.

Creating many successful videos has cost almost nothing, while some awful ones have cost millions of dollars. One of the best low-cost videos in marketing history marked the launch for Dollar Shave Club.

This cost less than $5,000 to create and has been seen nearly 25 million times. It has been shared across the internet, and Unilever bought the company a year ago for $1 billion. When you’re making videos to be shared among your customers, keep these tips in mind:


It’s important to have a clear idea of who your customers are. Different people in different parts of the world care about different things. But they share common points of view across similar demographics.

Teenage male gamers are more likely than a 35-year-old female to be interested in a first-person-shooter video. Being able to discuss your customers’ personas and what they care about will help you craft your video content and increase the chance that it will be shared.


Unless you specifically want a “cheaper” look to your video for branding reasons, make sure it’s of the highest quality. For instance, consider how graphics would enhance it or how much to budget for music. The greater the production, the better it will represent your brand.


Short videos are more likely to be shared than long ones. A short video with poor content means a minimal loss of time for the viewer. A viewer is less likely to finish and share a longer video. GIFs have become more popular because they are very short clips that convey a single idea quickly.


This may seem obvious, but when considering what content you want to create, ask yourself whether you would share your video if you happened upon it. Think about it from your customers’ perspectives. Content that evokes an emotional response is much more likely to be shared. This could include comedy, a story that resonates with customers or something that appeals to their interests.

When creating videos to share on the internet, always make them succinct and to the point. Videos can be incredibly engaging and memorable to a consumer. If you have a strong video content plan in place, expect to see an increase in customers and revenue.

If you have questions about creating video content for the internet or internally for your company, don’t hesitate to get in touch with Twice Media Productions.