One of the greatest things about the video medium is its innate ability to convey emotion in humans. Its ability is undeniable. Case and point, the last movie you just saw in a theatre or the last movie you just rented.
What about the video you saw on YouTube or took yourself ? Regardless of what you watched and listened to, the medium unlike any other medium involves our most essential senses for which most human beings process and perceive information. As we watch and listen, we then have an emotional response. Good, bad, or indifferent.
As you think about your next video project, consider the emotion you are trying to evoke from the viewer. What emotional reaction do you want them to have to your message? You can now see how important it is to try and craft that message correctly.
Consider: The creative approach in which you deliver that message, the simplicity or complexity to understand that message. What is assumed, what is explained, and what kind of results you hope to achieve are all very import considerations.