Good videos inspire trust and communicate their message very clearly.
Avoid all unnecessary things. Use video to inform, not to impress. The following tips will help you to do so:
Which type of video?
Keep videos short
Provide navigation and orientation
Where to place the videos?
Use meaningful poster images and titles
Create a storyboard
Add text, closed captions, or voice-over?
How to handle warnings?
Show the presenter?
One or two presenters?
Male or female presenters?
Professional voice, own voice, or synthetic voice?
Include ambient noise?
Keep the video simple
Use effects wisely
Consider embedding also still images
Consider linking to further information
Consider adding a call to action
Consider creating a brand
Create small video modules
Standardize your video modules
All general principles for visualization apply as well. Thus, also see:
Common basics of visualization