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Bring motion into the picture

Video is everywhere online these days, and for good reason.

Users often prefer watching to reading. That shouldn’t be surprising, since videos are effortless—and, at their best, entertaining and engaging.

Text allow you to tell. Video allows you to show. It engages viewers on every level and allows them to not just learn but also see the face and hear the voice of your brand. It also keeps visitors on your site longer, allowing time to let your message sink in. And no matter how good the writing, visitors are more likely to remember—and, more importantly, share—a video than a paragraph.

The end result? Improved SEO, higher click-through rates, and increased conversions.

So what goes into making an effective viral video? Show your visitors something they couldn’t see in any other form, whether that’s an interview with a happy client, a peek at your production process, or simply your product in action. Have a particularly popular blog post? Transform it into a series of videos and spread it around on social media to increase your reach.

Next, remember to take full advantage of the medium, and keep your video moving—literally and figuratively. Video without movement is less likely to move viewers. And when in doubt, err on the side of brevity. Visitors are far more likely to stick around for 15 seconds than 15 minutes.

Last, keep in mind that, even though there’s a wide gap between the silver screen and the pixelated one, certain concerns remain constant. Namely, any good film requires conflict.

We’re not suggesting that your videos feature a battle scene or a car chase. The conflict here is not an outside struggle but an interior one. Viewers come to your site with wishes, worries, and wants. Their interest is what you can do for them. Make your visitors your protagonist. Demonstrate how your brand offers solutions to their problems, then sit back and reap the benefits.

Go viral.
Video work