Video is, first and foremost, content. The content you create for your audience must be engaging, entertaining and targeted toward your direct audience. As you create your video marketing strategy, it’s important that you fully understand the following.

• Know Your Audience -- It’s important to know who your audience is and what they care about so that you will have a good idea of what their reaction will be to your message, in advance. By getting to know the audience you’re serving, you will have a good idea of what their problems are, how you’ll solve them, and how you should deliver the solution.
• Clear Point -- Before you start making the video, you need to understand exactly what point you want to make with it. Being clear about the message will help you keep the video short enough to hold your audience’s attention while giving them the information they want. The worst thing you can do in a video is start without any plan whatsoever because you may tend to talk too much, or even forget the entire point.
• Plan Ahead -- Never try to do a video without having a plan in advance. You want to write out an outline and a script. You don’t want to read the script, but you do want to know what points you’ll cover to get to your call to action seamlessly. The best way to do it is to create a storyboard.

Having the plan, even a small outline, will help ensure that you get all your points across in a way that will engage your audience.

• Energetic Enthusiasm -- One way to make your video more enjoyable is to ensure that you are energetic during the video. Whether it’s a voice over, or a talking head video, you must project confidence and energy in the video. There are a number of ways to make your videos appear more energetic and engaging. Move around before the video to get your energy up, dress the part so you feel good. Your confidence will come across in your voice and appearance.
• Take Calculated Risks -- Taking some risks in your videos will help your audience connect with you. Consider making a controversial video about an issue that you and your audience care a lot about. You may want to disagree with a guru or with conventional business. Taking risks helps to bring you more brand awareness by increasing your chance to go viral. But do it with caution.
• Learn to Write Compelling Headlines -- To get your videos viewed, you’ll need to learn to write headlines that get results. You likely have some practice with writing headlines and subject lines for blog posts and emails, but it’s even more important with videos to get the headline right. To do so, you need to know your audience so you can hook them in and get them to watch without tricking them and making them mad.
• Write Keyword Rich Descriptions -- When you post your video one of the most important aspects of getting the video viewed, after content and headlines, is the description. Within your description, you want to use keywords that are meaningful to your audience. Fully use the space that is allowed. Search engines can’t watch your videos so it’s important to make use of all of the description space available.

Pay attention to what part of your description shows up in the search results on Google.

As you can see some descriptions look better than others. You can make your description stand out by choosing the right thumbnail as well as the right words for the beginning of the description. Once you have these factors figured out, you will want to use other ways to get the word out about your videos.