Dive summary:

• There are common problems with promotional videos, such as lack of story arcs, absents calls to action and too much content, that are not always hard to solve.
• Adria Saracino at the Content Marketing Institute suggests considering if the content would be better told with text or is video the right media.
• Telling a story, being funny or providing instructions are all methods of using video effectively.

From the article:

If you’re in marketing and you haven’t tapped into the power of video yet, you need to start now. With more than 800 million unique visitors each month, YouTube proves that people love video. But with so many videos online, yours needs to be top-notch in content and creative value. ...