Some things just make sense together. Bacon and eggs. Peanut butter and jelly. Ginger Rogers and Fred Astaire. Advertising and Video. Whether they’re designed to educate, inform or simply to entertain, videos are an effective and meaningful way to connect to people who value what you offer.

According to a recent study over 90% of marketers are using video for online marketing, sales and communications. Here are 5 keys to help you make great web videos:

1. Start With a Goal

It’s paramount to define your goals ahead of time when creating a great Web Video, or any piece of visual communication. Every decision about content or aesthetic should stem from your goal. A video with the goal of gaining 100 new members will look a lot different than a video educating viewers on your brand.

If the CEO or president of your company is expecting a documentary-style testimonial video and you hire a production company to create a comprehensive product video, that can be an expensive lesson to learn. Know your goals before we push the big red ‘record’ button.

2. Define Your Audience

Even though you want 1oo Million views on your web video, it’s more important that you get the right views. Don’t try to make videos that appeal to everyone. You only need to reach people that care or could potentially care about the product or service you offer.

Deter random viewers by making the intended audience clear very early on in the video. By being specific early on, you will cause viewers who aren’t your target audience to click away sooner and generate interest for viewers who are.

3. Keep it Short

As reported by BBC, the average attention span of today’s web user is a whopping 8 Seconds. That’s literally 1 second less than that recorded of your average goldfish. That means that while you may have a ton of worthy content, you only have seconds to grab a viewers’ attention.

Unless you’re screening a documentary to a private audience, keep your web videos to 3 minutes and under to keep the attention of your audience. Any longer than this, and they might not make it to the end to hear and engage with your call-to-action.

4. Tell Viewers What to Do

Obviously you’ll want to include your logo somewhere in the video, but you should also include a strong call-to-action (CTA). Whether it’s a call, a visit to the website, a visit to a unique URL or physical visit, tie in your goal and tell your viewers what you’d like them to do after watching the video.

Personally, I disparage the use of phone numbers in videos. I have never known a single person who has called a number from a video, unless they’re watching the Shopping Channel. People just Google your business’s name now. For best results, include a visible call to action and an audible one.

5. Tell a Bigger Story

While you think that you may be selling the latest Model Vacuum QX-380i, you’re still really selling clean floors. At Scope, we believe that emotional connections to a brand are far greater than the relationship of a consumer to a product or service. When creating a web video, commercial or advertisement go beyond what you do and connect with people who will value why you do what you do.

Go beyond what you sell and aim to tell a bigger story about your brand.