One of the biggest mistakes companies make with online video is to rely too heavily on a straight "product pitch" video. Product demos, product features and product descriptions dominate communications. The problem is that it isn't very interesting from a viewer standpoint. Viewers will put up a wall when they suspect they are being sold or "pitched" to, and product information tends to be very dry. But don't give up! By using a creative approach, you can get the same information across in ways that are more "consumable" by viewers.

Viewers want to be informed and entertained at the same time. Video is the perfect venue for doing just that. Most viewers don't want to read a lot of dense text until they reach certain stages of research. Instead, consider creating a Customer Success Story series organized by industry or pain points to get your product message out. That way, prospects can choose what's most relevant to them.

Viewers will be open to hearing from an independent third-party talking about how they solved the problem (using your solution, of course). Or deliver a viral video that gets the same points across about your product, but in a humorous fashion. Or deliver a video white paper with a notable industry expert talking about the key white paper concepts (that support your product strategy, of course).

Then, it's a safe bet that you may have successfully captured a viewer's attention enough to watch a product video.