TLDR: Video campaigns can either make or break a brand’s image. But based on our experience in video production, we’ve seen all too many destined for failure from the start. In this post, we break down the six common mistakes that brands make—so you can steer clear of them and create a campaign that actually works.
You’ve got the idea, the vision, maybe even the budget for your next big video campaign. But hold up—before you start, let’s talk about some hard truths. From our experience at Raised Media Co., we’ve seen brands stumble into the same pitfalls over and over again, leading to campaigns that flop instead of fly.
Let’s break down the big reasons why campaigns fail and how to dodge these landmines.
1. It’s All Flash, No Substance
You’ve got the latest camera tech, a cool location, and a hot new song—great. But if your video is all flash and no substance, it’s destined to be forgettable. Audiences are savvier than ever, and they can sniff out a hollow campaign in seconds. If you’re more focused on the ‘cool factor’ than the message, you’re already off track.
• Pro Tip: Focus on the story first. What is the emotional hook? Why should people care about this video beyond the aesthetic? Let the substance drive the flash, not the other way around.
2. Ignoring Your Audience’s Wants (and Needs)
You’re not making this video for you (not sorry). Too many brands think they know what their audience wants without doing the research to back it up. They produce a video based on what they think is cool, rather than what their audience actually cares about. Spoiler alert: That’s how you end up with a video that gets a lot of eye rolls and not much engagement.
• Pro Tip: Talk to your audience. Use surveys, social media polls, or even direct conversations to figure out what they’re hungry for. Then craft your campaign with those insights in mind. Relevance is key.
Just because it’s cool to you doesn’t mean it’s cool to them. Make sure your audience is at the heart of your campaign.
3. One Video, a Million Goals
Here’s a common mistake: trying to cram every single brand message, product feature, and piece of company history into one video. The result? An overstuffed, confusing mess that leaves viewers unsure of what they’re supposed to take away from it.
• Pro Tip: Stick to one core message. Your video should have a laser focus. If you have multiple things to say, break it up into a series of videos. More content, clearer messaging.
4. Bad Audio Ruins Great Video
Imagine reading an amazing blog post like the one yuo're reading now and all of a sudden, dalealig jdanle urauea nfhea jd dejake u jkekahye lfj jer?
You could have the most stunning visuals on the planet, but if your sound is trash, or garbled text like above, your video is dead on arrival. We’ve seen too many campaigns where poor audio quality completely overshadowed what would’ve been an otherwise solid piece of content.
• Pro Tip: Don’t skimp on audio. Invest in a proper microphone, work with a sound engineer, and make sure your audio quality matches the professionalism of your visuals.
Bad audio will kill even the most stunning visuals—don’t let it happen to you.
5. No Plan for Post-Production
You’d be shocked how many brands throw all their energy into production and forget that post-production is half the battle. A great shoot is worthless if you don’t have the time or budget to properly edit, color-grade, and finalize it. Rushing through post-production often leads to sloppy final products that don’t live up to their potential.
• Pro Tip: Budget properly for post. Set aside ample time for revisions and feedback, and don’t be afraid to go through multiple iterations until it’s just right.
6. Skipping the Distribution Plan
You’ve made the video. Awesome. But how do you get it in front of the right people? So many brands fail because they don’t have a strategic distribution plan. Without a clear plan for where and how the video will be shared, it’ll be like shouting into the void.
• Pro Tip: Plan your distribution before you shoot. Tailor your content to the platforms you’re targeting (TikTok is different from LinkedIn, after all) and have a promotion strategy in place, whether that’s through organic reach, paid ads, or partnerships.
A great video means nothing if no one sees it. Distribution is half the battle.
Wrapping It Up: Avoid the Pitfalls and Thrive
So, before you get too deep into planning that next video, take a hard look at these common missteps. Avoiding them could be the difference between a sensation and a campaign that flops. By focusing on substance, audience relevance, clarity, audio quality, post-production, and distribution, you’re setting yourself up for success.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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