Introduction: The #1 Reason Business Videos Fail
Most business videos fail not because of bad visuals or poor production—but because they focus on the wrong thing.
Instead of answering the most important question—“How does this help my audience?”—businesses spend time talking about themselves. They talk about:
- How long they’ve been in business
- How great their team is
- Why they’re the best in the industry
Although these details may seem important, they often fail to connect with the audience. Even worse, many businesses fill their videos with industry jargon, making it difficult for potential customers to relate.
The problem? Most businesses create videos from their own perspective instead of their viewer’s. As a result, they highlight what they believe is important rather than addressing what actually matters to the people watching.
If your audience doesn’t immediately see why your video is relevant to them, they won’t stick around.
To help you avoid these mistakes, let’s break down the 10 biggest reasons business videos fail—and, more importantly, how you can fix them.
🔟 The 10 Biggest Reasons Business Videos Fail (And How to Fix Them)
1️⃣ Talking About Your Business Instead of Solving a Problem
❌ Businesses focus on themselves instead of their audience’s needs.
🔧 Fix: Make the customer the hero and lead with their problem.
One of the biggest mistakes businesses make is treating video like an “About Us” page. Companies assume viewers want to hear about their history, accolades, and services.
However, your audience isn’t watching for you—they’re watching for themselves. They want answers, solutions, and valuable insights. If your video doesn’t instantly connect with their needs, they’ll move on.
🔧 How to Fix It:
✔️ Lead with the problem. Instead of “We’ve been in business for 20 years,” try, “If you’re struggling with [specific pain point], here’s how we can help.”
✔️ Make the customer the hero. Demonstrate how your service transforms their situation.
✔️ Use real stories, not sales pitches. Case studies, testimonials, and success stories are more persuasive than listing credentials.
🎯 Pro Tip: If your video sounds like a commercial instead of a valuable resource, it’s not going to work.
2️⃣ Using Industry Jargon That Confuses Viewers
❌ Businesses overload their videos with technical terms and corporate speak.
🔧 Fix: Keep it simple, clear, and relatable.
Many businesses assume their audience understands their industry language—but most people don’t.
Using complicated terms, technical jargon, or overly corporate phrasing pushes potential clients away. If viewers don’t grasp your message within seconds, they will disengage.
🔧 How to Fix It:
✔️ Use everyday language. Explain your service like you would to a friend.
✔️ Speak to real problems. Instead of “Our AI-powered SaaS platform optimizes workflow efficiency,” say, “We help you save time and reduce stress by automating tasks.”
✔️ Test your message. If a 10-year-old or someone outside your industry doesn’t understand your video, simplify it.
🎯 Pro Tip: The easier your video is to understand, the more likely viewers are to engage.
3️⃣ Focusing on Features Instead of Benefits
❌ Businesses list what they do instead of why it matters.
🔧 Fix: Show the impact your product or service has on the customer’s life.
It’s easy to assume listing features will sell your product. However, facts don’t sell—emotions do. Viewers don’t care about specs; they care about how your service improves their situation.
🔧 How to Fix It:
✔️ Turn features into benefits. Instead of “We offer 24/7 support,” say, “You’ll never be stuck without help when you need it most.”
✔️ Speak your customer’s language. Reflect how they talk about their challenges.
✔️ Show, don’t tell. Real success stories are more powerful than making broad claims.
🎯 Pro Tip: A business video should answer one key question: “How does this make my audience’s life better?”
4️⃣ No Clear Call to Action (CTA)
❌ Videos end without guiding the audience on what to do next.
🔧 Fix: Have one clear CTA that reinforces the customer’s next step.
A great video won’t work if viewers don’t know what to do after watching.
🔧 How to Fix It:
✔️Be specific. Should they book a call? Visit your website? Subscribe?
✔️Keep it simple. Too many CTAs confuse people. Stick to one clear action.
✔️Make it easy. Provide a clickable link, QR code, or simple instructions.
🎯 Pro Tip: The best CTAs reinforce the customer’s goal. Instead of “Contact us,” say “Let’s fix [specific problem] together.”
5️⃣ Creating Video Without a Distribution Plan
❌ Businesses post a video once and expect results.
🔧 Fix: Repurpose and promote content across multiple platforms.
Many businesses spend thousands creating a video—and then just post it once on YouTube or their website. That’s not a distribution plan.
🔧 How to Fix It:
✔️Repurpose your video. Break it into shorter clips for social media, ads, and email marketing.
✔️Optimize for multiple platforms. A single 3-minute video should also have 15-sec and 30-sec versions for different audiences.
✔️Embed it everywhere. Use it in emails, landing pages, and blog posts to maximize visibility.
🎯 Pro Tip: A video should be treated as an ongoing marketing tool, not a one-time post.
6️⃣ Chasing Likes & Views Instead of Real Impact
❌ Businesses focus on vanity metrics instead of meaningful engagement.
🔧 Fix: Prioritize trust-building and attracting the right audience, not just high view counts.
Many businesses measure success by likes, comments, and views instead of whether the video actually drives meaningful action.
The reality? People only care about your video if they care about what you’re offering.
If your business is in commercial plumbing, specialized B2B services, or a niche industry, chances are there aren’t millions of people searching for your content. And that’s okay. You don’t need to “go viral” to get results—you need to reach the right audience.
Even worse, businesses chase virality without realizing that going viral means playing the game of entertainment, not service. If your video isn’t designed to educate, build trust, or drive conversions, a million views won’t help your business grow.
🔧 How to Fix It:
✔️ Define what success actually means. Instead of asking, “How many views did we get?” ask, “Did this video make an impact on the right audience?”
✔️ Prioritize message over metrics. A well-crafted video that speaks directly to your audience’s needs is always more valuable than one that simply goes viral.
✔️ Make your content timeless. Trends fade. A strong, strategic video that builds trust will serve your business for years.
✔️ Create videos that matter to the right people. If you’re in a niche industry, focus on educating and solving problems, not entertaining the masses.
🎯 Pro Tip: The goal of video isn’t to go viral—it’s to build trust and move your audience to action.
7️⃣ Asking the Wrong Questions in Interviews
❌ Businesses settle for weak responses, making interviews forgettable.
🔧 Fix: Guide the interview process to get authentic, compelling answers.
Many businesses ask the wrong questions during interviews and settle for generic responses. Worse, they rush the process and fail to create an environment where interviewees feel comfortable enough to give great answers.
When you tell an interviewee they did a good job after a mediocre response, they assume there’s no need to elaborate. That means you’re missing out on deeper, more engaging stories.
🔧 How to Fix It:
✔️ Ask open-ended questions. Avoid simple “yes” or “no” answers—press for stories and real experiences.
✔️ Make interviewees comfortable. Set a relaxed tone so they feel confident speaking.
✔️ Allow silence. The best answers often come after a pause. Don’t rush to the next question—give them time to think.
✔️ Encourage natural conversation. Avoid robotic scripts and let answers develop organically.
🎯 Pro Tip: The best soundbites come when people forget they’re on camera. Create an interview experience that feels like a conversation, not an interrogation.
8️⃣ Making the Wrong Type of Video
❌ Businesses copy trends instead of creating content that fits their brand.
🔧 Fix: Be original and focus on content that aligns with your goals.
We live in a world of copycats—brands mimicking each other just to say, “Look, we can do it too!” But what really drives results? Originality and honesty.
Too many businesses say, “I just saw this video, I want one just like it,” without thinking about why that video worked for someone else—but might not work for them.
🔧 How to Fix It:
✔️ Be intentional. Every video should have a purpose that aligns with your specific business goals.
✔️ Stay true to your brand. Just because a trend works for others doesn’t mean it will work for you.
✔️ Focus on your audience. What do they need? What problems do they want solved? Start there.
✔️ Embrace originality. Your business isn’t like anyone else’s—your video content shouldn’t be either.
🎯 Pro Tip: A great video isn’t about looking trendy—it’s about being authentic, relatable, and relevant to your audience.
9️⃣ Lack of Honesty in Business Videos
❌ Over-scripted, overly polished videos feel staged and inauthentic.
🔧 Fix: Ditch the script and embrace natural, candid storytelling.
Many businesses script every word in an attempt to control their messaging. But in doing so, they strip away the honesty and authenticity that makes video content engaging.
People don’t connect with corporate-speak, rehearsed scripts, or staged enthusiasm. They connect with realness.
🔧 How to Fix It:
✔️Keep it conversational. A structured outline is helpful, but scripted dialogue often feels forced.
✔️Let people speak naturally. Viewers respond to real voices, not overly polished marketing language.
✔️Be transparent. Don’t overpromise or hide imperfections—your audience will appreciate the honesty.
✔️Capture real moments. Instead of telling people what to say, ask them meaningful questions and let their responses shape the video.
🎯 Pro Tip: If your video feels like an ad, people will ignore it. If it feels like a conversation, they’ll listen.
🔟 Making a Video… Just to Make a Video
❌ Businesses create content without a clear strategy or goal.
🔧 Fix: Treat video as a long-term investment with a defined purpose.
A video without a purpose is just noise. Every piece of content should serve a specific role—whether it’s attracting leads, educating prospects, or building trust.
Some businesses make videos simply because they feel they should, but without a clear goal, the video won’t achieve results.
🔧 How to Fix It:
✔️ Start with a strategy. What problem are you solving? What action do you want viewers to take?
✔️ Define success before you shoot. Is your goal brand awareness, lead generation, or customer education?
✔️ Make video part of a bigger marketing plan. Video should complement your other marketing efforts—not exist in isolation.
✔️ Think long-term. A well-planned video should remain useful beyond just one campaign.
🎯 Pro Tip: A video without a strategy is just a pretty piece of content. If you don’t know what success looks like, your audience won’t either.
🚀 The Bottom Line: Make It About Them, Not You
Most business videos fail because they prioritize the company’s image over the audience’s needs. The best videos educate, connect, and inspire action.
📅 Need a video strategy that actually works? Let’s talk.
📧 Email me at adam@digitalconsultingllc.com to schedule an exploratory phone call to get started.