We hear this all the time from businesses:
- “We had a video made, but it didn’t do anything.”
- “We spent a lot of money and saw no return.”
Sound familiar?
Here’s the truth: video marketing works — but only if it’s backed by strategy, planning, and execution. If your past videos didn’t deliver, it’s not because video “doesn’t work,” it’s because something was missing in the process.
At Brickoven Media, we’ve seen the same mistakes repeated across industries. Here’s where video marketing often goes wrong (and what you can do to fix it).
1 – Video for the sake of video
The problem:
You wanted a video simply because competitors had one. Maybe you gave a vague brief to a videographer, or worse, none at all. The result? A generic promotional video that sits quietly on your website or YouTube channel, doing nothing for your business.
The solution:
Every video needs a clear purpose. Is it to drive sales? Generate leads? Build brand awareness? Whatever the goal, define it first and build the concept around it. Then, support the video with a wider campaign — organic social media, paid ads, email, or YouTube optimisation.
2 – No social media or marketing strategy
The problem:
Your shiny new video went live once… and then collected digital dust. One post won’t move the needle.
The solution:
Think of your video as an asset, not a one-off. Promote it in stages:
- Teasers before launch to build anticipation.
- A strong release with supporting posts.
- Repurposing: shorter cuts for TikTok, Instagram Reels, and LinkedIn.
- Reposting: videos don’t expire, so recycle them into your long-term content calendar.
With the right strategy, a single video can generate months of impact.
3 – One video to rule them all
The problem:
You created one video and expected it to work everywhere. But a three-minute website video doesn’t translate to TikTok or Instagram, and a flashy promo won’t double as a LinkedIn thought leadership clip.
The solution:
Tailor for each platform. Attention spans, demographics, and formats vary hugely:
- TikTok / Reels → snappy, vertical, entertaining.
- LinkedIn → professional, insight-driven, thought leadership.
- YouTube → longer-form, searchable content.
- Website → brand story or explainer video.
Start with a core shoot, then create bespoke edits designed to work where your audience spends time.
4 – Poor video quality
The problem:
We’ve all seen them — shaky iPhone footage, bad lighting, muffled sound. Low-quality video makes your business look cheap and untrustworthy.
The solution:
Invest wisely. You don’t need Hollywood budgets, but professional video production matters. A well-crafted £1,500 video will perform far better (and for far longer) than a rushed £500 one. If budget is tight, focus on one great piece, then repurpose it into multiple edits to maximise value.
5 – Expecting video to be a magic bullet
The problem:
Even the most polished video won’t fix a bad customer journey. If your website is confusing, your sales process slow, or your product unclear, video won’t save you.
The solution:
Look at the bigger picture. Video should be one part of a strong marketing ecosystem — alongside a user-friendly website, a clear offer, and a smooth customer experience. Video amplifies success; it doesn’t create it from scratch.
6. Ignoring data and optimisation
The problem:
Your video went live, but you didn’t measure how it performed. No tracking, no analysis, no learning — so you’re flying blind.
The solution:
Use analytics to guide improvements. Check metrics like:
- View rate (are people watching to the end?)
- Engagement (are they liking, commenting, sharing?)
- Conversions (is the video leading to sign-ups, enquiries, or sales?)
Tweak future videos based on what works best. Data-driven decisions = better ROI.
The Bottom Line
Video marketing works in 2025 — arguably better than ever. But success comes from strategy, quality, and consistency. Avoid these common pitfalls, and your video content can become one of the most powerful tools in your marketing toolkit.
At Brickoven Media, we collaborate with businesses to create video campaigns that don’t just look great — they deliver results. From TikTok to YouTube to LinkedIn, we know how to tailor your content for each platform and get the best value from every project.
Ready to make video marketing work for your business?
Email us at info@brickovenmedia.co.uk or call 0161 327 3799.