Aaaaand … Action!

7. Choose a style that matches your goals. This is an easy concept but one you have to get right. Will a silly or serious video be more effective? Formal or informal? Be sure your style selection matches your goals.

Some Web video pros believe a successful video must move at least two emotions (i.e., sympathy, outrage, fear, joy, laughter, awe, wonder, etc.); tell a bit of story (dramatic tension, heroes and villains and victims, etc.); and provide a spectacle (the viewer is wowed in some manner, often in a way that ultimately causes her to respond to the call 
to action).