Video has changed. Today, 1 in 3 adults use a smartphone as the primary device for watching online video. The video landscape has undergone a pivotal shift as users turn away from TV and big screens to smaller, in-the-moment video content.

A commitment to video is no small thing. It involves greater levels of production and often more time to really do it right, but with the launch of in-the-moment platforms like Periscope and Facebook Live, consumer expectations on production levels are all over, and it matters less when the content is valuable.

Level of production is far from the first question marketers should be asking themselves when they are creating videos. Motivation and context are.