I watch new corporate videos every month. The failure rate is high. A look at the statistics shows: 80% of the brand films that end up online today are completely interchangeable. They are boring. They don't work.

Why is this the case?

The briefing problem

Clients issue a marketing briefing. This is a text document. A text is not a strategy. A text cannot develop a visual language. The result is often a film that exists 15 times, just with different logos and different narrators. We lose 20% of production time correcting an incorrect briefing.

The 'show everything' trap

The most common mistake: The film is a tribute to one's own company.

We see 20 employees smiling. We see the production line. We see the CEO speaking about the mission.

Wrong.

The viewer is not interested in you. They are interested in themselves. They want to know what you can do for them. A corporate video that only talks about the company is purely self-serving.

Music instead of substance

Often the soundtrack is emotional, but the content is empty. Stock music with 'emotional flair' cannot replace a clear message. If the viewer turns down the volume after 10 seconds because they can no longer understand what is being said, the video has failed. The music should underscore the message, not obscure it.

What helps: Strategy first

Production tools like camera, lighting, and sound are important. But without a strategy, the camera is just an expensive photography business.

Define your target audience precisely.
Determine the film's objective.
Create a storyboard that shows the viewer's emotional journey.

The camera comes second. If the strategy is correct, production is merely the technical implementation process.

My recommendation

Focus on content that touches the viewer emotionally. Reduce the clichés. Show solutions, not just products. A bad film is better than no film at all. But a good film that demonstrates a real solution creates long-term value.

Best regards,

Sascha Manke