The key to producing an effective video is telling a compelling story. While your services, statistics, and general company information are essential if your video is devoid of any emotional content, then it will fall flat.
What is the heart of your business or non-profit organization? What is the story behind it? Is there a specific message that you want to showcase to your target audience? Who are you trying to attract?
If you are considering using video to market a business, fundraise for a non-profit or to gain social media traction, then you most likely have a lot of unanswered questions floating around. One that tends to surface a good amount is exactly how long should my video be?
Story telling through editing is a funny but rewarding enigma. Sometimes you have every shot and piece of audio that you need at the click of the finger. Then other times you have to scavenge the abyss of the lost footage to find that perfect shot that could take your piece over the top.