What 80% of Ads Get Wrong When Creating Video Content

We’ve all seen corporate videos. Whether it’s wasting hours scrolling around social media or watching ads before YouTube videos, creating video content is more common and costly than ever before. In fact, corporations are now spending billions of dollars trying to grab our attention.

But here’s the kicker: about 80% of them are missing the mark. And while many videos are slick, professional, and well-purposed, they often skip over some of the most fundamental principles of communication and storytelling.

At Indie Film Factory, we’ve spent nearly two decades creating narrative-driven projects and helping clients develop content that actually connects. So today, let’s break down the five most common mistakes companies make when making videos and commercials—and what you can do to avoid them.

1. Creating Video Content That Focuses on You—Not the Viewer

Nobody wants to sit through a video that feels like a self-congratulatory speech. Too many corporate videos focus on company accolades, awards, or internal culture without answering the viewer’s question: What’s in it for me?

When planning your video projects, consider value marketing. Instead of telling viewers how amazing your brand is, show them how your product or service solves a problem they care about.

For instance, rather than saying you’re the “#1 soap company in the U.S.,” highlight how your soap is eco-friendly, safe for allergies, or perfect for stain removal. That’s what your customer wants to know.

2. Lack of Story or Structure When Creating Video Content

People don’t remember lists—they remember stories. Yet many corporate videos end up as a scattered collection of facts, benefits, or feature dumps.

The best results come from creating video content with a clear narrative arc: a beginning (problem), a middle (solution), and an end (transformation or outcome). This structure helps viewers emotionally invest in your message and remember it.

3. Overproduced, Yet Emotionally Hollow Videos

With today’s tech, anyone can create a visually polished video. But just because something looks good doesn’t mean it feels right.

We see this all the time on platforms like Instagram and TikTok—fast-paced cuts, flashy graphics, and cinematic shots that ultimately say nothing.

When creating video content, your goal should be to resonate—not just impress. Great lighting and smooth edits are nothing without a relatable human moment or an authentic emotional thread.

4. Trying to Say Too Much in One Video

One of the biggest traps in creating video content is overloading it with too many messages. We once had a client try to pack seven products into one video—resulting in a bloated, confusing mess.

We advised them to split the message into shorter, focused videos targeting one product or benefit. The result? Better engagement and stronger sales.

Keep your message clean. Simpler is almost always better when you’re creating video content for marketing.

5. Skipping the Call to Action

You’ve spent all that time and budget making video content—now what? Far too many companies forget to tell viewers what to do next.

Whether it’s “Learn More,” “Book a Demo,” or “Contact Us Today,” your CTA should be direct, visible, and aligned with the viewer’s journey. A beautiful video that leads nowhere is a missed opportunity.

Let’s not forget how ambiguous messaging can completely derail a campaign. Take the now-infamous Pepsi x Kendall Jenner ad. Its attempt at aligning with social justice had no clear purpose and ultimately came off as tone-deaf. The result? A massive backlash and a pulled campaign.

Creating Video Content With Purpose Is What Matters Most

Marketing sets the tone for your brand. It defines how people see you, trust you, and whether or not they’ll return. That’s why creating video content must go beyond aesthetics—it should be purposeful, strategic, and designed around your viewer’s needs.

At Indie Film Factory, we’ve learned this through our journey of making indie films on micro-budgets. What’s worked for us—whether marketing a feature film or a product explainer—is targeting the right audience with clarity and emotion.

Creating video content isn’t just about being seen. It’s about being understood and remembered.

Ready to Start Creating Video Content That Actually Works?

Let’s talk if you’re rethinking your strategy or want to explore how storytelling and structure can elevate your brand. Contact us through the form below—we’d love to hear about your next project and help you create something that resonates.

Until next time, peace out!

-Kelly