I’ve been watching videos and commercials more closely of late.

That’s because I recently heard Tod Plotkin, principal of Green Buzz Agency, speak about videos.

He pointed out that most videos and commercials include text over the images. Why? Because so often we do our viewing in a public setting such as on a subway, in a waiting room or at a restaurant and we have the volume muted. Words superimposed over images ensures that even with the volume muted we will understand the message.

Videos should have a complete message even without sound, Plotkin said.

This is important to know because more video content is uploaded in 30 days than all three major U.S. TV networks combined have created in 30 years, according to Insivia.

Videos should play a role in your content strategy. Most likely you have videos on your website. Are you also using them on your social media platforms? Have you included a video link an email you send? Have you used video at a conference or sales presentation?

Plotkin encouraged individuals to not focus on having a video go viral with a random audience. “The goal of your video should be to engage your audience on an emotional level,” he said.

He also debunked the notion that a video needs to be of a certain length. The key, he said, is that whatever the length of the video, it must keep people engaged. If it doesn’t, then shorten the video.

The encouraging news is that advancements in video technology are bringing costs down and making corporate videos more competitive with content on TV and in film.

If you haven’t incorporated video into your content strategy, now may be the perfect time.