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 videos can be highly engaging, create sharing and build the brand long term. However, regular content and educational videos also meet consumer needs for engagement and information. Attention to and completion of online videos can be a challenge. Creative content that is fit for purpose, according to the platform, channel or format, is key.


Online video is content created by marketers to build brand equity and grow the business. It can be broadcast on ‘owned’ channels, in paid media or via earned media i.e. through viewer sharing. It...

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