There's no denying it: video advertising is the heart of modern marketing. A great video can effectively convey your brand's message, build trust, and convert passive viewers into passionate buyers, whether it's a 6-second TikTok or a 60-second YouTube pre-roll. However, let's be honest: most brand videos are ineffective.

You might have seen (or made) one of those videos that was too long, too overproduced, off-message, or just plain forgettable. That's fine. Video marketing is about learning from your mistakes as much as it is about getting good at it.

We don't want to make fun of bad videos in this article. We are here to help them. Let's talk about the seven most common mistakes brands make when they make videos for ads and, more importantly, how to avoid them.

1. Forgetting about the audience (you're not the hero; they are)

Many brands treat video like a movie trailer. Logos spinning, jargon flying, and three minutes of "Look how great we are."

The truth is that your audience doesn't care about your business; they care about how your business solves their problem. If you don't start with something that matters to them, you'll lose them in the first five seconds.

Fix it: Ensure that every script is grounded in the world of your viewers. What problems are they having? What kind of change do they want to see? Your brand is the guide, not the star.

Tip: Use stories. Instead of saying "we've been in business for 10 years," say "we helped 10,000 people finally get a good night's sleep."

2. Not thinking about mobile first

More than 75% of videos are watched on mobile devices, yet many brands still create videos that are horizontal and feature small subtitles and graphics, which are optimized for desktop computers. A big mistake.

You have inches to get people's attention on a smartphone. You need vertical formatting, quick cuts, and visuals that stand out without sound.

Fix it: Think mobile-first. Shoot up. Make the captions bold. Make things that work without sound. And when you're editing, remove any background video clutter that doesn't enhance your story, especially on a small screen where distractions are more noticeable.

Tools now make it easier than ever to remove background video elements that don't fit with the main message. This helps you create compositions that are cleaner and more focused.

3. Looking at views instead of impact

Chasing vanity metrics is tempting. "Our video had 100,000 views!" That's great. But how many people watched more than the first 10 seconds? How many people clicked? How many people bought? Views that don't lead to anything are just noise.

Fix it: Set a goal for success before you start recording. Are you trying to get people to know about your brand? Clicks? Do you want to sign up for a newsletter? Make your script and call to action all about one clear goal, and keep a close eye on it at all times.

To link engagement to real ROI, consider using UTM codes, retargeting pixels, or creating unique landing pages.

4. Not realizing how powerful simple visuals can be

Have you ever seen a video that seemed like it was trying way too hard? There are explosions, transitions, text on the screen, animations, and pop-ups. All in 30 seconds? That's visual noise, and it makes things less clear.

Make it better: Less is more. Use clear transitions, consistent fonts, and planned movement. And if you're making videos with non-developers on your team, you may want to consider visual programming for enterprises. It provides your marketing team with the tools they need to create dynamic assets without relying on overworked developers or motion designers.

Platforms that support visual programming for enterprises make it easier to make videos, especially when departments or regions need to make changes quickly.

5. Not using the hook (or waiting too long to use it)

People don't pay attention online for very long. If you don't grab people's attention in the first three seconds, they're gone. However, many videos begin slowly, featuring logos, fades, or polite introductions. That is a sure pass.

Fix it: Start with the hook. Put viewers right in the middle of the most interesting part of your story. Use something that makes them curious, something that is different from what they expect, or an unexpected fact to get them interested. Then, and only then, tell them the "who" and the "why."

Instead of saying, "Hi, we're XYZ Inc.," say, "What if you could save 8 hours a week without doing anything?"

6. Not thinking about sound design

Often overlooked, sound design plays a crucial role in telling the story. It either isn't there or features generic background music that doesn't enhance the story.

Fix it: Use sound effects, voiceovers, and music wisely. Pick tracks that improve the tone and speed. And always check your video with and without sound. Most people will watch it with the sound off first. Volume isn't what sound design is all about. It's about feeling.

7. Overthinking it (and never publishing)

Maybe the worst mistake? You spend so much time planning, rewriting, and changing things that the video never gets made. Perfection is the enemy of progress.

Fix it: Start with small things. Create a 15-second teaser to launch the campaign. Try it out on a small group of people. Don't learn from what-ifs; learn from real data. It's okay if your first few videos aren't perfect. It's better to be done than perfect, especially in a world where things move quickly.

Use the medium to your advantage.

Video ads aren't just for big brands or content made by agencies. If you have the right attitude, modern tools, and a focus on your target audience, you can create videos that connect with people, encourage them to make purchases, and elevate your brand.

Keep this in mind: Begin with the viewer, not your business. Reduce visual noise by eliminating background video distractions. Give your team the tools they need to succeed with scalable, easy-to-use solutions, such as visual programming for businesses.
Mistakes are a regular part of the journey. What matters is if you learn from them and come back stronger, clearer, and more connected to your audience. The next video you make could be the one that changes everything. Do it right.

About the author
Anna Karapetyan is a portfolio manager with a deep understanding of operational efficiency and strategic planning. With experience in aligning teams, projects, and resources across complex portfolios, they bring a practical, results-focused approach to turning meetings into measurable action.
LinkedIn- https://www.linkedin.com/in/anna-karapetyan-9ba34a141/