So where do you begin? As with anything in business, first comes extensive planning. You will have already identified your target audience through your marketing plan, so use that information to think about the kind of content they would want to see.

Things to remember:

• You're not making a sales pitch or making a TV-type advertisement. Rather, you want to give potential customers value, or they will soon lose interest and move on. With Web video, your aim is to connect with the viewer a way that gives them personal pleasure so that they continue viewing.
• Engagement, therefore, is key. Stay away from gimmicks, and think about the best way that you can give your audience what they want. The content should be entertaining, not stuffy and corporate, and it should certainly not contain lengthy explanations about a product or service.
• Determine your call to action—then consider why your audience would share your video socially or go on to visit your website.
• Optimize for search. The sheer amount of online video means that it's essential you use sound meta-data to help your video climb the ranks.

Those are among the considerations during the planning process. As in any other marketing/planning process, you should ask yourself over and over what sets your Web video apart from others.

Where to Begin on Production

Obviously, if you're not up to the job technically, then it's a good idea to outsource to a professional video production company. Or, if you have a designer at the ready, many Web videos are made with Adobe After Effects, a digital motion graphics and compositing software used primarily for creating motion graphics and visual effects. It's fully compatible with other Adobe design products, such as Illustrator, used widely by designers.

If you want to do the work in-house and you already have a designer of your own, all the better; but ensure that the project is completed within a creative team so that every element of it is done well.

Points to remember:

• Start with the script, and ensure that it's clear, succinct, and concise. A good Web video creates energy and buzz, so don't bore your viewers with droning speeches.
• Consider how the script can be paced alongside your graphics and any other audio you use so that the whole fits together in a way that allows you to hear and see a rhythm pattern and progression, which is what will hold your audience's attention.
• Keep the background simple, and don't allow clutter. Let short phrases and accompanying graphics do the talking.
• The recommended format to work in for video is 1920 x 1080. File sizes for design elements can be adjusted easily in After Effects (compatible with Mac and PC).

Using the Adobe software also allows you to access a wealth of stock effects you can use to enhance animations.

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Getting it right can make all the difference to your business and how it's perceived by the buyer. And don't forget to integrate social into video; doing so can greatly enhance social sharing to help ensure that people talk about your company and products.