ARTICLE

3 Video Marketing Principles for Growth You’re Probably Ignoring

Let’s face it—video has taken over digital marketing, and it’s not going anywhere. But here’s the thing: most brands are missing out on its full potential because they’re skipping over a few essential principles. At Salt In Motion, we don’t just create videos; we create experiences. Here’s a breakdown of three critical principles we follow to ensure every video is built for engagement, memorability, and, most importantly, results.

1. Make an Impression in 3 Seconds

You’ve got three seconds—that’s all. Studies show that 47% of viewers stop watching a video after just 3-5 seconds if it doesn’t grab their attention. That’s the moment you either engage them or lose them.

We design opening scenes to feel like a jolt. Whether it’s an unexpected shot, a powerful statement, or a curiosity-building visual, the goal is to break patterns. Think of it like a teaser that intrigues viewers without giving everything away. For a client in real estate, for instance, we opened with a question: “What does it mean to have the home of your dreams?” That one question pulled viewers in and framed the video’s entire narrative.

Start your videos with a question, a visual, or a statement that gives your audience a reason to stay tuned. This initial “hook” should connect directly to what your target audience finds valuable or interesting.

2. Connect Through Emotion

Emotions drive action. Neuromarketing research shows that emotionally engaging content can be up to twice as effective at capturing attention and retention. In other words, if your video only provides information without any emotional hook, it will be easily forgotten.

We craft videos with storytelling in mind. This might mean sharing a relatable customer story, showcasing a transformation, or illustrating a clear before-and-after journey. For example, when we worked with an education client, we highlighted how their program helped students gain real skills that transformed their lives. The video wasn’t just about the program’s features—it was about the impact on people.

Find the emotion in your message. Is it the pride of owning something meaningful, the excitement of a new experience, or the relief of finding a solution? Frame your video in a way that evokes those emotions and links them to your brand.

3. Design for Mobile

Over 70% of video content is consumed on mobile. If your video isn’t optimized for a mobile viewing experience, you’re likely missing out on a significant portion of your audience. Mobile viewers engage differently—they scroll faster and watch more content on-the-go.

We make mobile-friendliness a priority, which means designing with vertical and square formats, including captions for silent viewing, and placing key visual elements in the center of the screen. For a travel brand client, for instance, we produced videos in a format that works seamlessly in Instagram Stories. This maximized visibility and engagement among mobile-first users.

Think mobile-first. Vertical and square formats, bold visuals, and captions are non-negotiable. Make sure your video’s pacing is dynamic—no long intros or unnecessary details. Capture, captivate, and call your viewers to action quickly and clearly.

TakeawayS

At Salt In Motion, we know video marketing is more than just a content piece—it’s an experience that drives growth. If you’re ready to start using video to make a lasting impact, reach out today, and let’s explore how these principles can work for your brand.