The type of video being made will determine what should be included.
The content, and messaging included in videos, can be as simple as “explainer videos” having a voice-over and basic imaging.
In training videos, all that is being instructed, or trained on, needs to be included.
Marketing videos, depending on the target audience, can need the inclusion of visuals to attract the viewer, a compelling message being a voice-over or presenter, in-video text, animation, typography, and a call to action. On the other hand, a branding video may have no call to action at all, only a message with visuals, or often, only visuals as a brand recognition exercise.
An experienced video production company can look at your requirements and video type and offer solid advice as to what should be included and often what should be excluded. Other factors are often as important, if not more important, than what should be included such as the length, the targeting, and the impact or effectiveness of what is included in video productions.