What we know about online video effectiveness

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Branded online video can be effective in different ways. Very emotional ‘hero’ videos can be highly engaging, create sharing and build the brand long term. However, regular ‘hub’ and ‘help’ content also meet consumer needs for engagement and information....

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