I know a lot of members of church tech teams who would take on this topic, by starting to talk about the technical and/or equipment side of this conversation.
There is way more to creating a video than the task of filming.
The biggest thing I see for why many videos fail to deliver their desired message, is there isn't a why behind it.
Why are you doing this video?
If your answer is that you have come up with this specific idea for a video to show people what you do, the sad truth is that those videos fail in delivering.
It's because people honestly don't care what you do.
They care why you do it.
There is a wonderful book out there by Simon Sinek, called "Start with Why: How Great Leaders Inspire Everyone to Take Action," published in 2009.
As Sinek would note, you have to start with the "why." This is the basis for your video. Without this, your video will be just another series of beautiful images moving going across the screen, with really no emotional attachment to the audience.
This is why testimony videos work so well. They grab the "why" and the emotional aspect of what it means to be a follower of Jesus. These types of videos grab the human aspect of all of us, and when done well, can bring it out into a story that will grab the attention of viewer.
This is another aspect of the video production process.
You need to tell a story!
Stories are why video exists in the first place. Your story needs to have a beginning, middle, and end.
The process of the crafting of videos can take a lot of man hours, money, and energy to produce. So before your turn on that camera, take the time to figure recognize to know why you are doing what you are doing.