Video continues to grow in popularity as an online marketing tool. In a recent report, the Content Marketing Institute said that 73% of B2B marketing departments use online video. But there are a lot of online videos competing for a limited amount of viewer attention span. Consider that 30% of YouTube videos account for 99% of the views. The bottom line is that making and posting effective marketing videos takes more than simply aiming a webcam and turning on the recorder; it requires a degree of science in both production and distribution to make videos compelling enough to capture viewers.