5 Best Practices for Effective Videos

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You’ve spent days strategizing about your next video, and you’ve finally found the perfect idea. You can’t wait to get started.  


Now, time to shoot the video, upload it across your different channels and watch these followers and sales go up. 

Well, actually, not so fast. 

First, you’ll need to ensure that you’re following the five simple rules below. This will help you get the best results from your hard work.

Shorter is Sweeter

It’s no secret anymore; our attention span is decreasing and currently sitting at around 8 seconds. This means that you only have a few seconds to grab your viewers’ attention. Once you’ve hooked your viewers in for three seconds, 45% will stick around for an extra 20 seconds, which allows you to promote your offer in a compelling way. 

That’s why size matters a lot when it comes to video content. Go too short, and you won’t be able to convey enough, too long, and you’ll lose your audience.

And because not all platforms cater to the same audience, the optimal size also varies based on where you post your video.

For instance, on YouTube, viewers are used to watching how-tos or tutorials that last a bit longer than what they would be watching on other platforms. The ideal length for YouTube is between 7-15 minutes, whereas you should keep your videos under 90 seconds on Facebook, 30 seconds on Instagram, and 15 seconds on TikTok. So, it’s all about trying different things until you find the sweet spot.

Authenticity is Key

‘’Authenticity, honesty, and personal voice underlie much of what’s successful on the Web.’’ 

  • Rick Lavine

90% of consumers are looking for authenticity in a brand. They want to connect with the team behind the brand and make sure that the company’s values align with theirs.

Working with high-end equipment, scripting your videos, and rehearsing can be great in some cases, but always make sure to let your brand authenticity shine through and don’t overdo it.
At times, a mobile phone video can help to convey this authentic factor consumers are craving much better. This is especially true if you’re doing a ‘’meet the staff’’ video or shooting customer testimonials. Provide the staff, actor, or customer with a simple outline highlighting what you’d like them to cover and let their authentic self work their magic on your viewers’ engagement.

Sometimes the best videos are made from unscripted and improvised actions or candid moments.

Also, for a sure way to tick the authenticity box, use live footage as much as you can. To provide a dynamic experience to your audience, combine your primary footage (A-roll) and B-roll clips. This will break any monotonous footage and create dramatic tension or help illustrate a point.

Use Text Overlay

There’s no two ways about it: if you want your video to be successful, it’ll need to pass the silent movie test. 

Let’s be real, these days most of us watch videos to keep entertained on public transport or even during our lunch break. At least, that’s the case of 85% of Facebook users who watch videos with the sound off while on the go. Yet, 76% of videos need sound to provide context to the viewers. 

Now that you have this in mind, avoid this mistake and create your video in a way that it can still work when watched with the sound off. Just like with a silent movie, your footage should provide all the context the viewers need and tell your story in an impactful way. 

Use a captioning tool to add text on the video when necessary and only when necessary. We wouldn’t want to overwhelm your audience with a huge amount of text on-screen, hiding half of each scene.

Optimize your Descriptions and Titles

Who runs the world? SEO. SEO is not something to only be considered with written content. To rank on video platforms such as YouTube and make your videos easily discoverable, you’ll need to optimize their titles and descriptions. Use well-researched, relevant keywords in both your descriptions and titles as well as meta tags. However, don’t stuff the text with keywords just for the sake of placing them there. This will most likely harm your content more than anything. Instead, ask yourself whether what you wrote is engaging and whether your text contains the main keywords people type when searching for this type of content.

Create an Engaging Video Thumbnail

The competition for consumers’ attention is fierce. To make your video stand out, create a striking, compelling, and all-around amazing thumbnail. Think of your thumbnail as the cover of a book. Your video sits in a library of many videos so your cover needs to be appealing to draw people in and lead them to click it. A thumbnail should work as a teaser, revealing a glimpse of what the video is going to be about. Don’t be lazy, though, and make sure you craft a custom thumbnail instead of picking an auto-generated one. After all, if it’s any indication, 90% of the best-performing YouTube videos have a custom thumbnail. Another important tip in the battle for attention is to ensure that your thumbnail is relevant. For instance, if the video is about ‘’how to learn Italian quickly’’ to promote your language app, use a high-quality image featuring the Italian flag and a catchy caption, and showing two people interacting in front of an iconic Italian monument.

Don’t Sweat the Small Stuff

Video production and promotion should be a fun process. Pour some creative flair into a bowl of ideas, add some structure and a zest of improvisation, and you’ll get yourself a recipe for success. Not sure where to start and how to nail the video creation process? 

We’ve got your back. 

At New Evolution Video, we’ve perfected the art of video creation over the years and would love to help you create incredible video content for your audience. You can contact us anytime to discuss your upcoming projects or simply bounce ideas off us. And to help you further, we’ve

also put together a lot of useful resources, including tips and tricks to optimize your video content.

Don’t hesitate to read, use, share and let us know how you go in the comment section below.


Richard Tiland

Richard Tiland

Bio: I’m Richard Tiland, president of New Evolution and dk3studios. I’ve always had a passion for video. Even as a kid folks were always asking me to take the camera out of their face. Over the last 15 years, as I watched video grow I grew with it. I learned not only the skills required for making a high quality video, but the marketing techniques needed to bring in the best results.

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