Be genuine and honest
Include a character, it can be a person or product
Motivate with a story, offering a beginning, middle, and end
Have a conversation with your audience, not a lecture
To build brand awareness?
Educate clients, customers or the public?
Introduce company culture and creativity?
Provide training or instruction?
Promote a sale, new product or location?
Show or demonstrate a product, location or service?
Document an event or presentation?