Spend more than half your overall time on that part of your project and it will show. Don't think that because you don't have a script you don't have to tell a story. Keep it short. More often than not, the films would have been better as shorts. A well put together 2 minute film is better than a 120 minute sloppy one.
Pacing is key.
Watch your favorite TV show, movie or music video and time the length between cuts. If you are watching an elderly person reflecting on the past with a sunset in the background - shot lengths could be 15 seconds or longer. A chase scene might have 5 or 6 shots in the same amount of time. Make sure you own it. One sticky part about this business is copyright.