1. Will it help your customers in making a buying or shopping decision? Does the video demo your product or present your services more efficiently? If it’s merely a re-hash of the copy beside it, you’ve wasted our time. 2. Will the video give your business a more personal face? This one can be tricky. The “personality” you present needs to be relevant to your product. If I’m pricing tents, I don’t necessarily care if you’re “cool”, but I might care if you or the employees are passionate about camping and can share real stories and tips about the products. 3. Can this video spotlight your “brand evangelists”? Are you lucky enough to have special customers that sing your praises to everyone they see? Yes? Then stick them in front of the camera! 4. Does it allow you to connect with your customers emotionally? Will your video express how your product makes our lifestyle better? Does it speak to your company’s involvement in the community or charities? The ability to reach out to a customer on this level can be extremely persuasive. 5. Is there relevant context to my video? The visible thumbnail, the description, and the placement of the video on the page all contribute to its context; and if you aren’t paying attention to that, then all your video optimization efforts up to this point could be wasted.