BRISTOL VIDEO CO.
5 Hidden Mistakes Businesses Make in Video Marketing (And How to Fix Them)
At Bristol Video Company, we’ve worked with a wide range of businesses - from spirited start-ups to seasoned enterprises - and one thing’s clear: video marketing is a game-changer. But even the best intentions can go awry. We've seen too many businesses trip over the same hidden pitfalls, often without even realising it.
So, if you're investing time, energy, and budget into video marketing, let’s make sure you’re not quietly sabotaging your own success. Here are five common mistakes we spot - and what to do instead.
1. Treating Every Video the Same
The mistake: Pushing out one type of video and expecting it to do everything - educate, sell, entertain, build trust... all in 90 seconds.
The fix: Just like you wouldn’t wear a suit to the gym, not every video fits every purpose. Tailor your content. An explainer video works brilliantly on your website, but a short-form punchy reel is better suited for Instagram or TikTok. Think of video as part of a broader strategy - not a one-size-fits-all solution.
2. Forgetting About Your Audience
The mistake: Making videos that say what you want to say, rather than what your audience needs to hear.
The fix: Before the camera starts rolling, get into your customer's mindset. What problems are they facing? What language do they use? How can your video genuinely help or resonate with them? At Bristol Video Company, we always kick things off with a discovery session to get this bit right.
3. Neglecting Sound and Lighting
The mistake: Assuming that good visuals are all that matter.
The fix: Crisp visuals are great, but if your audio’s muffled or the lighting’s off, viewers will switch off - fast. Invest in proper production (yes, we can help there!) or at least ensure you’re using quality kit and paying attention to the basics. Sound and lighting can make or break the professionalism of your message.
4. Not Optimising for Platforms
The mistake: Uploading the same video to YouTube, LinkedIn, Facebook, and Instagram with no adjustments.
The fix: Each platform has its quirks - from preferred lengths to aspect ratios and thumbnail styles. Repurpose your footage wisely. A behind-the-scenes clip might do wonders on Instagram Stories, while a thought-leadership piece could gain traction on LinkedIn. Know the rules of the road for each channel.
5. Skipping the Call to Action (CTA)
The mistake: Making a cracking video… and leaving your audience wondering what to do next.
The fix: Every video should have a purpose. Do you want viewers to visit your website? Book a call? Subscribe? Share? Tell them! A strong, clear CTA keeps your viewer on the journey with you, not wandering off to watch cat videos.
Final Thoughts
Video marketing is one of the most powerful tools in your business toolkit - when done properly. At Bristol Video Company, we’re passionate about crafting smart, strategic video content that delivers results. If you're worried you might be making one of these hidden mistakes, don't stress - we're here to help you get it right.
Ready to elevate your video marketing game?
Get in touch today - let’s create something brilliant.
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