Top Mistakes to Avoid in Video Production
Investing in video is one of the smartest things a business can do right now — but like any good investment, it needs to be done well to pay off.
We’ve seen it time and time again: a great concept gets lost in the execution, or a video looks sleek but completely misses the mark with its audience. The truth is, even the most talented brands can stumble if they’re not careful with the process.
To help you avoid some common pitfalls, here are the top mistakes to steer clear of when producing a corporate video.
1. Skipping the Strategy Phase
Jumping straight into filming without a clear plan is like trying to build a house with no blueprint. What’s the goal of the video? Who’s it for? Where will it live? What action do you want the viewer to take?
Too many corporate videos fall flat simply because no one stopped to ask why they were being made in the first place. Strategy should come before storyboards — every time.
2. Trying to Say Too Much
Yes, your business does a lot. But your audience doesn’t need to know everything in one video.
Overloading your script with features, stats, or buzzwords is a surefire way to lose attention. A great corporate video focuses on one clear message — and delivers it with clarity and purpose. If you’ve got lots to share, break it up across multiple videos. Less is more.
3. Forgetting About the Audience
One of the biggest mistakes? Making a video that’s all about you.
Your corporate video should speak to your audience’s needs, not just your brand’s accomplishments. What are they struggling with? What questions are they asking? What tone or language resonates with them?
If your viewers don’t see themselves in your story, they’ll switch off — no matter how well it’s filmed.
4. Underestimating the Power of Storytelling
Corporate video doesn’t mean dull video. Facts and figures alone won’t make your brand memorable. People connect through emotion, not spreadsheets.
Don’t be afraid to tell a story — about your company’s journey, a customer success, or even a behind-the-scenes moment that shows your culture. It’s often the human touch that turns a decent video into a brilliant one.
5. Cutting Corners on Production Quality
We get it — budgets matter. But sacrificing quality can do more harm than good.
Poor lighting, shaky sound, amateur editing — these things don’t just look bad, they can damage your brand’s credibility. Your audience will subconsciously associate the quality of your video with the quality of your services. A professional team ensures you make the right impression.
6. Neglecting the Script
A beautifully shot video with a weak script is like a film with great special effects but no plot. Don’t rush the writing phase. It’s the backbone of your message.
Good scripts are concise, conversational, and designed for spoken language — not just written word. Ideally, they’re crafted in collaboration with your production team so that visuals and voice complement each other.
7. Forgetting Distribution
Even the best video won’t work if no one sees it.
Too often, businesses focus so much on the production that they forget about where and how the video will be used. Plan ahead — will it go on your website? Social media? In email campaigns? Each platform might need a slightly different format or cut.
A good production team will help you think beyond the video itself and guide you through distribution options.
Final Thoughts
Corporate video can elevate your brand, clarify your message and win over new customers — if it’s done right. Avoiding these common mistakes can save you time, money and a lot of frustration down the line.
The good news? You don’t have to do it alone!
With the right creative partner (like, say… PCL), you’ll not only sidestep the pitfalls — you’ll end up with a video that works hard for your business.