(Most) Video Marketing Stinks

Most companies that offer video production as a service are probably smart enough not to post something with a headline that slams that same service.

But here’s the deal, video marketing itself doesn’t suck. The actual videos that your run of the mill production company is putting out? Those are the real problem.

And that’s not a slam on the quality of the videos they’re producing. In fact, the content brands are outputting is better than ever from a visual basis. Here’s the problem:

Precious few video marketing companies are putting in the hard work. They’re not thinking beyond beautiful visuals. They’re not uncovering or unleashing stories.

How Video Marketing Can Be Fixed

It’s scary to be innovative. Even creative people working for forward-thinking brands often end up shying away from making a bold move and really digging deep to tell a story.

But good storytelling shouldn’t be scary. What should be scary is failing to reach outside of what a “regular” brand video looks like. Those videos go by unnoticed because they don’t have any personality. They don’t feel human. They don’t convey any kind of message that matters to anyone.

But the good news is that every great brand does have a great story. Sometimes everyone knows it, other times, it has to be unveiled.

Video marketing is one of the best ways to share a story. People are digesting more video than ever before, and the majority will click a play button sooner than they’ll ever bother to start scrolling through and reading something.

Telling a great story starts with you and your brand. Your team knows your story better than anyone. You may or may not know how to organize what you know into a story that resonates, but what you do have is all of the content that’s needed to get started.

If you’re choosing video as your storytelling avenue, your next step may be to partner with a production company that understands the art of storytelling. Many video marketing companies fail to realize that there’s more to the process than just capturing great videos – make sure you find one that has a portfolio that proves the opposite.

Look for the companies that are dedicated to sharing a message and doing it effectively.

At that point, video marketing will stink no more!