You’ve seen videos on Facebook, Twitter and company websites. You’ve watched, you’ve laughed and you’ve shared. You probably wondered — hey, how do I get in on this trend? We’re here to tell you it’s not so difficult; you just need to take a step back and think about your objectives.

Are you looking to create a professional video about your product? If so, that’s very different from creating a quick video for your social media followers. Are you looking to engage your potential customers online by making them laugh and share your content? Whatever your goal, we’re here to help.

If you’re looking to produce a professional video, you’ll want to grab the attention of your customers and convince them to buy what you are selling. Here’s how:

• Research your competition and see what types of videos have already been done. Evaluate what works, what doesn’t and how you can elevate what’s already out there.
• Create a script outlining exactly what you want to say and how to say it. Take your time with the script as this will be your map guiding you from the opening line to closing remarks.
• Hire actors to execute your vision. Your employees are great, but for a professional video, you’ll want to find actors who will bolster your brand and keep the viewer engaged.
• Don’t skimp on production. Employ a seasoned team that is expert in video production. The financial investment at this stage is critical to achieving a professional final product.
• Keep management involved at every stage. You’ll want to have buy-in on the project from every level of the organization to ensure that you produce the best product you can with clear vision and goals.

If you’re looking for a lower-cost option that will still grab your customers’ attention but not look low-budget, consider the following tips:

• Research your competition and see how other videos have been produced. Choose elements you think have been effective and incorporate those into your video, while eliminating those that haven’t worked. With a bit of creativity and brainstorming, great ideas can be executed on a low budget.
• Use employees in the video. Give them talking points of what to discuss, but don’t ask them to memorize a script. Scripted dialogue from non-professionals will likely sound forced and awkward. Instead, let the employees’ passion and knowledge drive the video, within certain parameters. A classic Q&A session is the perfect tool in pulling quotes and information.
• If possible, use multiple cameras to show multiple angles. This will help give your video a professional look as you are able to demonstrate vision and expertise in delivering your message.
• Always use a tripod. Even if you’re filming with a smartphone, using a tripod is the difference between producing a wobbly mess versus a high quality piece.

If you’re looking to produce a quick, entertaining video for social media, content and timeliness are critical. Production takes a back seat.

Think about what’s new, different and interesting. Remember, the video a mother posted of her 2-year-old son falling in love with Snow White at Walt Disney World? There was no script and only one camera. In this case, content was king. The look on the boy’s face was pure joy and that’s the reason why the video went viral. These videos often can’t be planned. However, when these moments are captured on video, sharing it on social media can draw people to your company and to your products. In our current world that is saturated with advertising and promotion, people respond to emotion and organically captured moments. By associating positive emotions with your brand, you’ll be halfway to producing the next viral video.

Once you produce a video, the next step will be to effectively promote it. Here are some key elements to consider:

• Keep the video under two minutes. Remember, people are busy and will get distracted if you don’t grab their attention quickly.
• Post the videos on all of your outlets — social media channels, websites, eNewsletters and eBlasts.
• Choose a catchy title. This is the first introduction to your video. Make it worth reading.
• Use key search words to get your video to the top of search engine results. Search Engine Optimization works wonders on growing your visibility and online presence.
• Include a call to action and direct viewers to your website.
• If it’s a product video, show your product and consider offering a promotion like a giveaway/coupon.
• Measure the traffic to your video such as the number of times watched, number of shares, etc.