Online Video Do’s
• Keep videos between two and five minutes in length per the above mentioned video style guide.
• Think about how your current content will live in archives; if you anticipate that you may need higher quality video in the future, shoot in higher quality now.
• Use props or a unique location to make the video visually interesting and different from those that feature people standing against walls.
• Have a call to action or provide an ask of users at the end of every video such as a core message or link.
• Choose a visually intriguing thumbnail for your video carefully as it can be a major driver of clicks.

Online Video Don’ts
• Don’t insist on shooting with a professional camera for videos you know are only being posted online. The effort is meaningless since most online video streaming providers will optimize the video and strip some of the quality.
• Don’t reuse video or music that was produced by someone else for some other purpose that you don’t have the online rights to use.
• Don’t over-rehearse or overproduce—the videos should be social and original in nature in the majority of cases.