Remember, we have yet to meet anyone who wants to watch a boring video. Thou shalt make your program only as long as it needs to be in order to get your message across. A good scriptwriter can accomplish this. Also be aware that this may increase your shooting time, edit time, and result in a less than professional final product. Thou shalt think visually.
People remember what they see.
Tell a visual story and compliment it with words. A script is written for the ear and the eye, not for the written word. Some of the best scenes have no spoken words, only sounds or music. Thou shalt deal realistically with non-professional talent. Being in a video is never as easy as it seems.