The most effective brand videos follow classic story structure: establish a relatable problem, show the struggle, present your solution, demonstrate the transformation. This works whether you're selling software or sneakers. Story structure is universal because it's how humans process information.

Technical execution matters, but story matters more. We've seen professionally-shot videos with weak narratives fail, while smartphone videos with compelling stories go viral. Invest in your narrative first, then use production quality to elevate it.

Short-form video has changed the game. You have 3 seconds to hook viewers, 15 seconds to deliver value, and 60 seconds maximum to tell a complete story. This constraint forces clarity—which actually makes for better storytelling. Every frame must earn its place.