you with online video strategy and tactics. Thanks for a really informative article and the links to the psychology/behavioural research. Video is definitely a key battle ground for e-commerce, especially for retail. Where I think the big win can be made is in increasing the interaction between video content and commerce. So not just thinking of video as a content asset that can get traction but looking at how the video can interact with product content. 10CMS are doing some cool things with this at the moment - embedding triggers in the video which then dynamically display the associated products on the same page to make it easy for customers to view and shop at the same time. Thanks Chris, unfortunately the charts we used in the article were sourced from their respective citations, so they are as they are, but I agree the point (upllift in enjoyment due to a recommendation) could have been represented more clearly. There's a lot that I left out of this article (for the sake of brevity), so if you have any specific questions, feel free to ask. Key points I wanted to get across are, there is no evidence to suggest the physical length of a video is a key driver or enjoyment, shareability or viral success. Although clearly a video that drags on for the sake of it, will be less appealing than one that gets its message across promptly. There is an interesting article on Adage, which coincidentally was also published