5 things every online video must have

If you’re reading this, chances are you understand videos play a crucial role in marketing for businesses. But what makes a video successful online? This post aims to answer just that. Here are 5 things I think every video should include.

1. Powerful introduction

Because there is so much content online, you need to make sure your video captures your viewer’s attention within the first few seconds. In fact, according to one study, 20% of viewers may stop watching after the first 10 seconds. To avoid this happening to your video, you need to make sure your introduction clearly explains what the video is and intrigues them to keep watching.

I recommend having someone audibly introduce the video while showing visually interesting shots of what they’re talking about. That way if they see your video with the sound off, they’ll still understanding what it’s about and even intrigued to keep watching.

2. Your logo

If you look at videos from companies who are successful at video marketing, you’ll clearly notice their logo in each video. Branding is super important because it allows the viewer to associate the quality and content of your videos with your business.

Your logo doesn’t have to just be at the beginning or end, it can also be incorporated in lower thirds or even in the corner during the whole video. Keep in mind, this only really works if your logo is legible in smaller sizes. If your business has an icon that represents your brand, use that instead of the whole logo.

3. Music

Music is just as important as your logo because of how powerful it can be. It defines how the viewer should feel. And without music, the video can feel slow, empty, and boring.

Now, it’s important to note that you can’t just use any music you’d like, especially if you’re posting it on social networks. Facebook, YouTube, and other video hosts “listen” to any music featured in your videos as it uploads and compares it to a database. If the algorithms identify copyrighted music, like a popular song or soundtrack from a movie, they’ll flag your video and potentially even take it down. To avoid this, use royalty-free music from websites such as Soundstripe.

4. Captions

This one may be a little surprising to some, but if you’ve seen videos on Facebook, you’ll understand how powerful this can be. As you’re scrolling through your newsfeed, Facebook by default auto-plays videos muted. In fact, 85% of videos on Facebook are watched without sound. But, if your video does have captions, it will show them (if they’re watching from a computer). This allows viewers to understand and enjoy your video without having to listen, in addition to being accessible to viewers with hearing loss.

Furthermore, captions can also increase your SEO results. YouTube, one of the most popular search engines, uses captions to help rank search results. Pretty interesting!

5. Call to action

And lastly, I think every video should have some sort of call to action. This could be as simple as asking the viewer to subscribe or like your page, or it could be to get them to visit your website and purchase a product. Give the viewer something to do after they’ve watched your video.

And you don’t need to wait until the end to introduce your call to action. I’ve noticed more and more YouTubers inviting viewers to subscribe within the first 20 seconds of the video and again at the end.


If you want your video to successfully grow your online presence, having a quick introduction at the beginning, featuring your logo throughout the video, having music that fits the tone of your video, including captions, and having a call to action will certainly help.

Curious what types of videos your business should have? I share 4 types here, check out the list.

Connor Crosby