Video is here to stay- so it goes without saying that it should be a key part of any company’s marketing strategy. Much like a website, videos showcase your company, products and services to prospective clients, which make them a vital part of your communications. Not only can you show content that would be otherwise be difficult to explain in written form, video has a higher response rate than written content.

Here are three keys to increasing your video’s viewership:

Keep Viewers Engaged

If there’s something you REALLY want your audience to know, show them right off the bat. Attention spans start to taper off as a video gets longer, so make sure you know who your audience is and what they want to see.

Keep Length In Mind

Make sure the length of the video is just right to get your point across- not a second longer or shorter than it NEEDS to be to communicate your message. Think distill and remember, audiences will usually watch more of your online video when it is shorter, so get to the point.

Monitor Your Play Rates

A play rate is the percentage of unique visitors that click play on your video. This is one of the most important analytics of video and is often ignored. This can be easily compared to the open rate of e-mails. Factors that can affect play rate are the placement of video on the page, the thumbnail used, the size of the video, and the context. Each of these can be tracked and adjusted to increase your play rate.

If you want to increase online video viewership remember these three keys: Engagement, Length and Play Rates to pave the way to a successful video campaign.