Video is one of today’s most popular forms of content marketing. Engaging visuals are often more effective than the written word, so it’s no surprise that brands are using video to attract consumers. It can also yield a major ROI for a business — as long as it’s done right.

If you’re interested in using video as part of your marketing strategy, follow these recommended best practices from the members of Ad Age Collective. Their tips can help you get started on a successful video marketing campaign.

1. Offer value first.

Make sure the video is interesting in style and look. Make sure you are telling a story visually, but remember to keep it short and give. Don’t just take and sell. Offer your followers something in return for their time. Video is super impactful and works. You will see more of it in 2020. – Shana Starr, Bastion Elevate

2. Make sure it passes the silent movie test.

Without the sound on, would the first five seconds of your video compel someone to watch the full-length version? That’s the test you should run your videos through before posting. People have short attention spans, and they most often see the first five seconds of your video playing with the sound off, whatever device they’re on. So treat the first frames of your video like it’s a silent movie. – Todd Morgano, Falls Communications

3. Make it mobile-friendly.

Remember the mobile-first mantra when producing video. If you’ve produced an action feature for a 40-inch screen, that’s just one version. Make sure you have a mobile version that can achieve impact in a four-inch square with no volume (which might require a few keywords on screen). – Moira Vetter, Modo Modo Agency

4. Don’t sound too scripted.

Video, despite its ROI, is a costly investment for any business. With so much at stake, it’s tempting to control every single part of the process, but this must be avoided. If you script every part, it sounds — surprise surprise — scripted! Instead, outline the points you want to hit and focus on having a conversation with the talent to yield those moments of raw emotion that only video can capture. – Patrick Ward, Rootstrap

5. Incorporate user-generated content.

Every day, people are creating amazing videos around your brand and sharing on social media. Ask individuals for permission to use this content in your video marketing. Visit Indy is one brand that is now running Facebook video ads made entirely from UGC video content sourced from locals and visitors. The result? Higher click-through rates and return on advertising spend because the content is more compelling and authentic to viewers. – Amrita Gurney, CrowdRiff

6. Customize your creative to the social platform.

Strong ROI on video advertising is closely tied to having compelling creative aligned to each individual platform and corresponding audience. You shouldn’t use creative for Facebook and Instagram interchangeably with YouTube, and you certainly shouldn’t just repurpose a TV spot. Video advertising offers the opportunity to tell a compelling story — invest in making that story great. – Adam Edwards, Metric Theory

7. Convey a clear, customer-focused message.

Make your videos count by ensuring your message is clear. In every single video, make sure the consumer knows how the brand will positively impact their life and why they need it. Pretty images only work if it’s worth their time, so make sure the imagery has a clear message that can provide a direct impact on the consumer and, therefore, generates ROI for the brand. – Jessica Hawthorne-Castro, Hawthorne Advertising

8. Lead the viewer to an action.

When you create a video, it’s important to lead the viewer into completing an activity that helps your business and them. Create a call to action, offer a discount or engage with them in some way. Asking your viewers to take action can lead to an increase in subscribers, your engagement rate and even conversions. – Syed Balkhi, WPBeginner

9. Find an authentic and compelling voice.

The biggest change in the way video messaging was done last century versus this one is the end of “The Authoritative Voice.” The story-delivering pros, actors and voice talent have lost out to voices that seem like one’s peers. They still need to be great storytellers and compelling characters, but their authenticity matters far more than their authoritative polish. – Scott Montgomery, Bradley and Montgomery (BaM)