These days, most business owners realize the power of using video to help build their platform and create more know, like and trust between their prospects.

The tricky part, however, is keeping viewers engaged–and therefore increasing the chances they’ll take action with them in the future. (This means turning a viewer into a subscriber, customer, client or loyal follower.)

Here are six best practices for online video that help turn viewers into raving fans.

1. Provide information of value.

It sounds obvious, but before you can create a video that captures and holds attention, you need to know what type of content would pull him or her in. This goes back to clarity around your ideal client and what their biggest challenges are. Create your videos with the intention of helping someone out with the information.

If you’re clear on who they are and what information they’re seeking, you’ll have a much better chance of getting them to click Play—AND keeping them around to the end to take further action with you.

2. Remember that shorter is better.

In general, one to three minutes is sufficient. There are too many other things fighting for our attention these days to go much longer! Yes, there are times when lengthier videos are appropriate, but viewers want content that’s interesting and succinct—know that your videos can be both.

3. Command attention at the start.

After introducing yourself, get right to the heart of what someone will be learning in your video. Let them know right away what juicy information’s coming up, and they’ll be much more likely to watch the whole way through.

4. Add how-to videos into the mix.

How-to videos are great for positioning you as an expert and showcasing your knowledge—two BIG keys to building a strong platform online.

For example, a professional organizer might demonstrate how she could quickly organize a drawer or get a messy pantry shelf under control. A nutritionist might show how she creates a quick and healthy snack. A virtual assistant might simply give the top three items her clients delegate to her which make running their business a whole lot less stressful. What could you teach people how to do?

5. Always include a call to action.

Leading viewers to action is how you get your videos to convert. Be clear on what you want them to do next and tell them. Some examples: “Subscribe now,” “Click here,” “Enroll today,” “Visit this page.”

Remember, with all the noise online, people’s attention spans are shorter than ever. A strong call to action ensures they take the next step with you.

6. Be YOU.

Yep, perfection is optional! It’s more important for people to walk away with solid, valuable information than to view you as polished and perfect. They’re also more likely to connect with authenticity, so help create a greater sense of trust by simply being you.

Your turn: how will you incorporate these best practices into your next video? Let me know in the comments below! (Take action now on these tips, and I guarantee you’ll love the results.)