One minute of video is worth 1.8 million words, according to Forrester Research.

Video content is going to be this year’s biggest influence among many audiences. Check out Dove Real Beauty Sketches for an example of how video content can impact ideas and perceptions.

Screen Shot 2014-02-06 at 10.32.11 AMYouTube is the second largest search engine. Six billion hours of video are watched each month on YouTube, which equates to about an hour per person on earth. Not only should your company have a YouTube channel, especially if you’re selling a product, but also remember to have video content on your company’s website. Using video to promote your product or service is a valuable enhancement and will bring more viewers and potential customers to your page. For example, if you want to see how something works or better understand a product, wouldn’t you just search it on YouTube? If viewers know more about your product beforehand through video content, they are more likely to contact you and ultimately, purchase your product.

100 million Internet users watch video each day, according to Video Brewery. Mobile shoppers are three times more likely to view video than laptop or desktop users. Therefore, make sure your video content is mobile friendly! Vine and Instagram have become two of the latest sources of video sharing and advertising, especially for mobile devices. Are you or your brand a part of Vine or Instagram?

Instagram allows users to create 15 second video clips.

Instagram allows users to create 15 second video clips.

When you’re creating a video, aim for just under or around three minutes. Short but sweet. People are more likely to watch videos if the duration is rather low because they want to see it and move on to something else. If you create a 10-minute video, people will see the length right off the bat and not even give it a chance. It’s also important to aim for entertainment before your message. Tell a story. Engage people before trying to reel them in with a hard sell; otherwise, you will lose their interest in the first few seconds.

Just like any other social media platform, build a consistent schedule or editorial calendar for posting video content and stick with it. Use SEO to enhance your techniques for tracking and pay close attention to the data analytics on your company website. YouTube also has great analytics features that can help make sure your company’s videos are creating awareness among the right people. Don’t forget to include graphics, make sure it’s timely and relatable, and the content fits your brand’s voice.