There are several elements that go into producing a video, the story, background, subject are part of the material that make up the work. With an outline of what you need the approach to the work this will give the story an idea of direction.
Most video is a collection of interviews that come together with visual images that to tell the story. Video format and outline depend on the message or story you want to tell. Bringing this together in the big picture are elements that generate interest for the work.
The web space was has been misunderstood regarding effectiveness, with video, design, photography and other media, the internet has become a place to communicate ideas, somewhere to find an audience and get work done.