We’ve all done it – you try to start up a Youtube video and get an ad. You don’t even watch the video. You watch the countdown until when you can click ‘Skip’ and get to what you came for. So how can you make a video that catches the attention of a viewer who’s anxiously anticipating something else? Here are some tips to keep your video from getting skipped.

The first thing you need to do is to decide why you are making the video in the first place, and who it is for – so you will then know how to make your video appeal to them. Here are a few examples.

Are you trying to sell something? If so, what is your intended market? Let them know why your product is worth purchasing. Validate any claims that you make as quickly as possible. Wrapping everything up in a neat little package is the best way to ensure people click on your link, and that’s the first step to making the sale.

Perhaps you are trying to raise brand awareness – are you succeeding in doing so by explaining how your product or service works? Be entertaining – it’s tough to turn off an ad that catches your attention with zany antics. Now you want to know what it’s about, so you give the video a few extra seconds to make a pitch.

To keep your audience’s attention, you need to explain what benefit they will get from your product or service. You need to understand what your audience already knows, so that you can immediately hit them with something new. Alternatively, play off the fact that people love to hear stories – tell one that reveals what kind of company you are. This will keep a viewer’s attention and send them a message they’ll associate with your business for years to come.

What if your goal is to raise some cash? Who are you soliciting for funds, and what will they want to know before they decide to make an investment? Create a mini-documentary that explains why their funds will be so vital to your cause. You need to instill a sense of urgency in the viewer alongside gaining credibility.

By sticking to these simple guidelines you can create videos worth the money you put into them, because they’ll get viewed and give you the desired results.