If you’re a business and you’re not generating video content for social media, you’re missing out on a great opportunity. By simply browsing through Facebook, it’s clear there’s a need for brands to implement a robust social media video strategy. Today, users of social media are viewing more than 8 billion videos per day. As more companies recognize the value of social video, your competitors are already taking advantage of its power. Don’t allow yourself to get left behind.

Recent studies have shown that the human attention span has fallen lower than that of a goldfish (about 8 seconds). Mobile viewers tend to be multitaskers who want short, relevant content, so a 4-minute corporate video could result in high drop off rates and disinterest. Telling an intriguing story in less than 30 seconds doesn’t have to be a challenge, as long as the messaging is clear and concise.

Before posting a video on social media, it’s important to become familiar with the audience of each platform. Your approach to Facebook will need to differ from your approach to Snapchat. For instance, the majority of Facebook videos are viewed without sound. This has encouraged many brands and marketers to begin incorporating motion graphics and subtitles to tell their story. Whatever platforms you decide to utilize, the end goal is to get as much engagement as possible, so it’s imperative that you position your video in front of the appropriate audience so that it can reach more people.

As research shows, Millennials are now the nation’s largest living generation. Millennials in particular are an important demographic, as they’re expected to make up 75 percent of the global workforce by the year 2030. Millennials want engagement. They’re watching less television and spending more time on their mobile devices. For this reason, you may want to consider creating video content that Millennials will resonate with and eventually share.

That being said, how exactly do you get people to share your material? First, you must examine your current followers on social media. Figure out what videos are already being shared and liked, and get inspiration from those successful videos. One method to making video content shareable is to use it as a customer support tool. Video is more likely to be viewed and shared than a complex Q&A thread–especially if it’s done on a more personal level.

Social media video marketing is clearly not just a trend–it’s here to stay. As reported by Cisco, video content will account for 85% of Internet traffic in the U.S. by the year 2019. Adopting the approaches discussed above will not only help you create a strong social video strategy, but help you achieve a substantial return on investment.