Videos are all the rage but it can be difficult for marketers to figure out how to use this medium effectively. From websites, to YouTube, to social media, to pre-roll ads, the possibilities can seem endless. Like any effective strategy, the first step is to determine the goals. Do you want to go viral, improve SEO, or increase sales? One video can’t be all things to all audiences. Videos to build brand awareness are short and sweet whereas videos to improve customer knowledge can afford to be a little longer. Think about which goals are most important and then formulate the approach you want to take with video production and video marketing.