What Makes An Effective Video?

What Makes An Effective Video?

It comes as no surprise that videos are an effective way to promote your business. Since Bulova ran the world’s first 10-second TV commercial in 1941, it has become a staple for every marketing campaign.

They only spent $4 on their first video advert and started a trend (‘America runs on Bulova time) that never stopped.

But have you ever wondered why their TV commercial generated results or how BuzzFeed Tasty videos were successful in dominating your Facebook feeds?  With 80% of world traffic influenced by videos in 2019, it certainly becomes important to get that video recipe right.

So, how do you create an effective video? Read here:

Make it Informative

According to a Forrester Research, one minute of video is equal to 1.8 million words.

Take advantages of making a video, add audience-centric information to it, and communicate it effectively. Almost any service can be explained to them easily in just a few minutes.

With a video, you can also control the speed in which you want the viewer to digest it.

Get to the Point

20% of the audience abandons it in within the first 10 seconds of playing it. So, if you make a 2-minute video, chances are that you are most likely to lose 60 percent of your viewers.

Consider the first two to four seconds like billboards on a freeway, and try to deliver your point in that time frame.

Keep it Short

When it comes to making videos, 2 minutes is the sweet spot.

After 2 minutes, the exponential decay starts to kick in. Moreover, as the attention span of viewers is taken by the sheer amount of data on social media, short videos do not fail to leave their message.

Even, Snapchat Discover gives you 10 seconds to engage the user and deliver the message.

Go Vertical

Apart from the elements and duration, positioning is also equally important to make a video effective.

Did you know that 90% of the vertical videos have a higher completion rate as compared to horizontal ones?

Smartphone users hold their phone vertically for 94% of the time. With significant traffic coming from mobile devices, it’s important to leverage vertical format.

The Bottom Line

With the rise in content clutter and short attention spans, effective videos are sure to make you stand out. So, keep it short, consider vertical format, stay on point, and ensure that your video sends across the message in first few seconds.


How to get started

MotionSLAM! creates powerful, engaging, custom videos that’ll build a connection with your target audience. We’ll work with you throughout every step of the process from initial concept to final product.


Tell us about your next video project!



  • Mark L.
    Posted at 18:37h, 11 April Reply

    Thanks for the info, Always thought that horizontal video was the way to go, but I guess everyone is looking at videos on their phones these days

    • chris
      Posted at 18:40h, 11 April Reply

      Very true, however it’s always important to know where your video is being displayed. Sometimes one video can be implemented in different ways and having multiple formats can help.

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