That doesn't mean, though, that you need to feature The Who or One Direction; someone no one's ever heard of is fine --better even --if it's the right song to help get your message across. "By choosing the right music, brands have an opportunity to not only engage consumers, but they also come across surprisingly relevant if they break an artist who has yet to connect with a larger audience."

7. . "Building a story is the editor's number one objective," says Ciampa. "Stay away from snazzy effects and [focus on delivering] a professional and polished story."

8. . Try to keep your videos to around a minute-and-a-half. Although if it takes 30 seconds or two minutes more to properly demonstrate your product, use the extra time. Just remember that many (if not most) of the people you are trying to reach are at work and have short attention spans.

9. . Do your customers love your product or service? Ask them to star in a video for you. In order to reach its target demographic, young first-time home buyers, of Dallas, Texas, shot video testimonials of every loan it closed with clients who fit its target market.

The mortgage bank then inserted the video testimonials in its newsletter and posted them on its Facebook and Twitter pages (with the customers' permission). Clients loved it and shared the videos --and told their friends about Oak Mortgage Group. Indeed, because of the customer video testimonials, "word of mouth grew and Oak Mortgage Group became a leading mortgage bank in Texas," says Merrick Pickens, PR & Marketing director, Oak Mortgage Group.