Thanks to disappearing messages and smartphone-induced ADHD, the average attention span is just eight seconds these days. That means most viewers will click away from your video in as long as it takes to have a sip of coffee if their attention waivers.

The first eight seconds of a video is a reasonable amount of time to capture the viewer's attention and let them know what they can expect from the rest of the video.

Watch the first eight seconds of these videos and tell me it was clear in it’s message.

Click HERE to watch the videos

Don't underestimate your viewers and think that you need to pre-explain the video in a rambling introduction. Many writers refer to the term “mid-res,” an abbreviation for “in medias res,” which means “into the middle of things.” Starting a story in the middle of things kicks the viewer into a whirlwind of excitement that will keep them engaged long enough to hear the why in the video.

The “why” of your video is the reason your audience will benefit fr...

Traditional in-your-face TV infomercials and blatant calls-to-action have almost been replaced by a smarter, subtler brand of business video.

But that’s not to say that there isn’t room for friendly reminders of who you are. Greetings and sign-offs are an important part of video production because subtly promoting your business can push your audience to complete the goal you’re working toward.

On the other hand, you should be wary about being too subtle with your ask.  “First Kiss” is actually an advertisement for Wren Studio, a clothing company, but you'd be hard-pressed to know that after watching it.

Click HERE to watch the video. 

This interesting and emotionally captivating video went viral (41 million YouTube views in three days, and 143 million to date), but without a  call to action or a next-step direction, it lost its momentum — and potential sales.

So how do you strike the balance between subtlety and over-promotional?

The answer is simple: Plan the video as you would ...