Video as a medium has a lot of power. It can communicate ideas and concepts in more levels that the written word or even still images. This power has been harnessed by film makers for different purposes. Whether it is for conveying stories, ideas, generating action, or advertising marketing, video has been used effectively.
A good marketing video needs to be designed with the proper end in mind. Think of video as a tool to convince someone about something, and generate an action. Design is important as the video needs to be easy to follow and not too complicated, but cannot be boring.
So what goes into here. you may ask? The point is to think laterally and come up with a concept that clicks with your target audience. As I said before, it cannot be too complicated, but it cannot be boring either. So what it needs is at least one element that is catchy.
This can be music, visuals, or the entire script and concept. Remember that design is nothing but a narrative. Whether it is print design or video, it is all about communication. And any narrative works very well if it has substance.
An important way to avoid being boring and predictable is to think laterally. Think out of the box and come up with an idea that eventually leads to your main selling point, but not in an obvious salesy kind of way! Lastly, the video needs to have a definite call for action, as that is the main purpose of your marketing video.