It’s no surprise that video is on the rise, but it may be a little shocking that video is predicted to comprise 74 percent of all Internet traffic in 2017. With such a bold forecast for this medium, marketers would be wise to hone related skills. In an effort to stay ahead of the trends and get some serious ROI for your content marketing bucks, look no further than video. Here are three important tips that will help you achieve success in this arena and stand out above the noise.

Build a Solid Foundation

Viral videos aren’t necessarily formulaic, they are built upon some basic best practices. In order to get views, you need to keep it short. Recommendations on time limits will vary (and should based on differing messages), but you’ll lose almost half of your viewers past a minute. With this in mind, front-load the video with your best material or, better yet, condense it to a minute or less total if you can.

Another good rule of thumb that most effective videos adhere to is keeping the content related to world events or pop culture. When a new movie takes over box offices, see if there’s a theme from it you can work into your video. Spoofs can also be a big winner with video. If you can humorously and tastefully produce a spin-off of something in the news or pop culture, you’re more likely to get extra viewers.

Creating a Mood is a Must

Similarly to what people seek when they watch movies, your audience wants to find an escape via video. Even though videos can – and should – be short in length, you can still create a mood and experience through them. One way to do this is by highlighting a central feeling throughout. If you want your video to be shared readily, try to keep it upbeat. Occasionally emotion-driven, darker pieces get their due, but the vast majority of individuals want to feel uplifted and laugh when viewing something.

In addition to sticking to a strategically chosen sentiment, incorporating music can be a quick and effective way to evoke feelings. Using popular songs can be fun, but can also be immensely costly. If you want to establish a mood through music, consider using stock music from Shutterstock. Not only will you find a wide variety of music, but you’ll also be able to rest assured you’re not infringing on any copyright laws. Music is an unparalleled way to give your video attitude, or to punctuate it with feeling.

Make it Memorable

This last tip may seem obvious, but so many marketing videos look like replications of one another. If your intention is to create a parody of an existing video, that’s one thing. But if you want to stand out from the crowd and be original, try to go down an unbeaten path. This may sound difficult, but start by looking at what’s being produced by your competitors. If their videos are geared toward being silly and over the top, you might want the voice of your videos to be a little more straightforward and relatable. Or if your main competitor puts out a video series by its CEO every Friday, don’t copy them. Think about launching your own behind-the-scene series that includes all the members of your staff and offers something valuable and unique.

With video, it’s all about getting viewers. Keep it short and relevant, use music and a theme to create a consistent mood and work hard to make the concept unforgettable. Once your video lives up to this criteria, it’s time to share it. Tap all of your networks to share it, and if it’s been done well, they’ll want to share it again and again. Your piece may just go viral and, if not, it’ll still get you some new prospects. Get to business, filmmaker.