3 Video Lessons From Startup Joyus

Finally, hero products promoted via video should be versatile. "You'll want to focus on products that most consumers would be interested in watching and enjoy," Singh Cassidy said.

2. Learn to story sell, not story tell. When creating a video story around your brand, be sure to create a brand voice on camera. "Cultivate an expert who can establish credibility and affinity with your brand," Singh Casidy said. "You'll want someone who people will come back to again and again. They need to be trusted partners."

How do you find customers like this? "Look for people inside your company who are experts and who look good on camera," Singh Cassidy said. "Use a salesperson, personal shopper, your CEO … whomever represents your brand the best." However, Singh Cassidy warned against hiring people who are "camera ready" first. "We always hire experts first and then train them how to be video ready, not the other way around."

In terms of other video storytelling best practices, Singh Cassidy said it's best to include only one product to four products in a video, but that one product per video really works best. "Single-product videos always outperform [multiple-product videos]," she said. In addition, have three unique selling points for each product featured in your video, and make sure each video runs 30 seconds to three minutes. "We've had videos on our site that ran 10 minutes that were successful, but in general, shorter ones work better," Singh Cassidy said.

3. Capture maximum return on investment via aggressive distribution. Singh Cassidy said that Joyus puts a concerted effort into getting its videos out there for public consumption. "We distribute videos organically through our site, via emails to our customers, through native adverting, and through video ads."

As for the future, Singh Cassidy said Joyus’ next steps include creating a video commerce marketplace and experimenting more heavily with Smart TV technology.