500 million hours. That's how much our planet watches YouTube every day. And 87% of marketing teams use video in some capacity. By now, everyone agrees that video is a growing and vital component to any successful marketing strategy.

Any company can create compelling video content that deepens a brand and builds lasting relationships with consumers.

Here's how:

1. Ditch the Direct Appeal
People tend to consume online videos in moments of leisure: on their phone in the subway, at their desk at work while taking a breather, on the couch at home. If the content feels like an ad, it's going to get turned off. Instead, try to create a flow of content that conveys your brand without "selling" it. Don't be pushy. Just tell the stories that are at the heart of your company.

Check out this example by our very own team at Zoomhum:

2. Be Emotional
Don't be afraid to include stories and moments that pull at the heart strings or reveal a bit of grit, passion, anger, joy. It's these emotional cues that are going to keep your customer tuned in and coming back for more. If you're interviewing employees, be sure to ask them in the interview process how they feel about the topic. What does it mean to them personally? How has it changed their life? If the answer is that it hasn't, then you probably shouldn't be making the video in the first place. And check back soon for a blog post on how to illicit emotional content in interviews. 

Here's an example from Zoomhum that uses emotion and emotional terms like "family:"

3. Be Quick
Any video over one minute in length better be spectacular. Because no one -- not even the CEO's mom -- is going to sit down and watch it on their phone, tablet, or desktop. No one. It's just not going to happen. It's far better to make five one-minute videos than one five-minute video. Remember, people are probably going to be consuming these videos on their phones in random off moments. Fit into that little moment.

Another example from our very own team:

4. Fire Your In-House Team
If you have an in-house video team, they're going to need equipment. That equipment is going to last about three years, and then you'll be investing another $30,000-to-$50,000. Also, not every video team is great at every assignment. These days, even if there's not a production company in your city that fits your needs, you can find one on Google and fly them. Working with multiple teams allows you to be nimble and create content that has a lot of diversity.

5. Have a personality -- and show it.
We know from working with a wide bevy of companies that each one is unique. Some companies plan beer parties on the beach to blow off steam. Others have tea and "mindfullness" sessions in the conference room. If you don't know what your company's personality is, then ask some of the vendors who service you. Once you know, use it. Create content that reflects the actual culture of your company. It's going to result in more genuine videos -- and authenticity can't be bought. It's also just about the most compelling thing to watch.

Thanks for taking the time to engage with us, and we hope that you consider contacting us if you're looking to hire a top-tier team to create content for you.

- David Myers, Zoomhum LLC