Storytelling is the name of the game. Sure, you have a marketing message… of course, you have a PR purpose… and it might all be part of a sales strategy, but storytelling is the way to make sure people watch and listen.
Otherwise, it’s just information.
Pure information won’t get anyone’s attention and hold it. You have to find a way to touch their spirit.
Luck for you, video can grab someone’s attention. Add a great story and you have a vehicle that can elicit emotion and drive people to action.