I think a lot about this question, and there isn’t a single answer. Much of the answer is informed by the market, the purpose, and the audience, so let’s look at these three factors in more detail.
The Market
It really goes without saying, but the appropriateness of a video is largely dictated by the market […]

I recently completed a video production project for a new client, and I wanted to share some of the strategy behind the creative choices we made. But first, here’s the video:

The client’s video needs were simple: Create a 5-minute DVD that can be looped continuously on a TV at a trade show booth. […]