Very easy to get all caught up with the video technology and how easy it is BUT in the end it’s all just about effective communication.
Video like all content is a matter of building brand, trust and engagement with the consumer so they move up the loyalty ladder from casual consumer to advocate.
In terms of production then quality will always rise to the top and we’ve heard the rules like you only have the a maximum 3 minutes on the web and the first five seconds has to hook. Yes and no.
What is missing is the discussion about how people find your video - ie context sensitive.
There is a strong relationship between interest (ie search) and how much content we will consume.
If the marketing/video objective is branding then you need to create relevant content that will be easily and readily shared. Understand your audience, develop your message and then worry about production.
If it’s a web promo video then entertain, create emotional attachment and top of mind. Keep it short with strong call to action.
If it’s instructional then it can be longer.
In nearly all cases you can cut a script in 1/2 by simply being ruthless, cutting out all the BS and getting to the point.
Your consumers will appreciate the effort you’ve made in not wasting too much of their time.