Interesting location (not always necessary) e.g Beyonce - Single Ladies was a set white background, and the video is popular and well known world wide.
Good message - e.g. something younger listeners can look up to
Choreography - Dancing and movement (again like 'single ladies')
Image/song/music should all match
Strong narrative - so the point can be clearly made
Fast edits - to keep up the fast pace and make it interesting
Originality - e.g. Ed Sheeran's 'You need me, I don't need you' includes sign language
Tempo - so the music stands out to the viewer
Attractive people - so the video stands out
Repeated central image - to link everything together
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