I think you need to spend the first minute telling people why they should watch the rest of the video. Make a "Look at this great horse!" highlights sequence, then elaborate on that.
It's like that question we got the other day in a different thread about a cover letter for an equine job. Tell people why they are not wasting their time with your video; you probably don't want to open with papers and "horse walking around". There are many horses that can do that.
Why should I want to buy your horse?
Some text or voice over might be helpful to tell the viewer what they are supposed to see in the segment. It also allows to elaborate on things that aren't visible from the video.
From a personal perspective (and I know there's no accounting for taste), that background music would be really rough on me for almost 10 minutes. :)
Do it like a car ad: Show some "chrome," appeal to the viewers dreams of what they want to do with this horse. Remember, you're not selling the steak, you're selling the sizzle. Make it emotional, make the viewer think, "Holy smoke - this could be me!"
Thanks for your comments. Many are geared toward a horse being sold for beginner riders - like the text/voice over comments - which are great if that is what you would be marketing for. For me (and for this horse - he's not being marketed to beginner riders) I know what I am looking for in a sale horse and I don't want any text/voice overs to distract me from what I am looking for. But that is definitely something to keep in mind for future videos.
This video's main purpose is to accompanying a text ad, not to be the ad itself. So the details of the horse and his training/potential will be in the text ad. This add is just to show the horse being ridden, moving and doing a few extras.
The music you can turn off (or down), LOL, and I do turn off the sound when I personally look at other sale videos. I'm not too concerned about that.
The emotional thing is also something that is personal I guess. Most people I know buying horses at serious prices ($8k+ &this horse will be priced high) don't want an emotional spin on it. They want to see how the horse moves, see it's conformation & papers and see it at all gaits. Other things, like the obstacles, are icing on the cake - it shows how he reacts to different things being asked of him. If someone doesn't want to see that, then this is not the horse for them.
Thanks for the input; it gives me food for thought for future videos and what may appeal to a different target audience.