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5 Common Mistakes in B2B Video Production

No marketing medium is more powerful than video. Videos can be used across different platforms and through the whole buying journey. No other format can trigger feelings, tell stories, and convey your message the way videos do.

But investing in B2B video production is in itself not a guarantee for marketing success. Far too often, marketers end up creating videos that don’t capture their audience’s attention or that don’t engage them enough to take action. We’ve all seen them: the B2B marketing video that feels like they’re made entirely from stock footage, and the script is B2B jargon in a way that makes you forget the message the moment after hearing it. However slick the production may be, these videos add nothing to your brand. Nothing but a significant production cost with zero ROI that is.

Luckily, this is a scenario that can be avoided. By working with an experienced creative video agency, you can create B2B marketing videos that not only stand out but that efficiently move your prospects down your sales funnel.

Read on to learn more about the most common mistakes in B2B video production – and how to avoid them. 

Related reading: 5 Steps For Creating B2B Video Marketing


Mistake #1: Cramming Too Much Into One Video

One of the most common mistakes in B2B video production is including too much information. 

If you find yourself trying to make a video that sells everything you do or offer and tries to be everything to everyone, it’s time to rewind and start over. Focusing on one key point at a time will create the best possible conditions for conveying your sales message. For your video to be efficient, compelling, and memorable, it has to be short and succinct. So if you’re making one video and trying to cover a lot of ground, you need to simplify. What is the number one pain your target audience is experiencing, and what is your solution? That’s what your video should focus on. The rest is just noise. 

Related reading4 Tips On How To Avoid Information Overload In Your Videos


Mistake #2: Playing It Safe Being Boring 

Today’s B2B marketing landscape is highly saturated, and buyers are bombarded with sales messages from every hour of their day. To survive this veritable marketing tsunami, people have learned to tune out, avoid ads, and scroll past the commercials. This means you need to create something extraordinary to stand out and catch people’s attention. If your B2B video production feels like yet another ad, your target audience won’t even notice it. And the key to standing out is courage and creativity. Regardless of your product or service, you need to be bold to be memorable to break through the noise. 

Related reading: How To Convince Your Boss To Be Bold With Corporate Video


“This Is a Generic Brand Video” showcases brilliantly what it is you don’t want to end up producing: 


Mistake #3 – Doing What Your Competitors Are Doing

What your competitors are doing may be working for them, but that does not mean you should try to do the same thing. It’s a common mistake to look to your competitors for inspiration, but a better strategy is to look at other industries to borrow creative ideas and concepts. Copying your competition will only make you come across as second best instead of a leader in your niche. Focus on creating a video that differentiates your brand rather than one that blends in.

Related reading: 7 Ways To Get People To Pay Attention To Your Corporate Video


Mistake #4 – Doing What You’ve Always Been Doing

As business owners, it’s easy to get set in our ways and focus on what we know works. But when it comes to marketing, what worked yesterday is rarely the same thing that will work tomorrow. Actually, playing it “safe” is one of the biggest risks you can take, as it will often mean you end up with content that nobody even notices. By being open to new ideas and new ways of telling your story, you’ll find new ways of capturing your audience’s attention and having a real impact. You will be surprised at what results that can bring.

Related reading 3 Key Ingredients of Powerful B2B Video Production


Mistake #5 – Not Personalizing Your B2B Videos

Personalization is a key pillar of successful marketing. For your message to resonate with your target audience, you need to know exactly who they are, what they need, and how you can help them in a way no other brand can. And then, you need to convey that in a video where everything from storytelling to visuals is optimized for your target persona. Personalization in B2B video production is crucial and drives massive results. 

Related reading: How To Create Authentic Brand Videos – And Why It Matters


Partner With An Award-Winning Video Marketing Agency

Covalent is a creative video production agency specializing in creative and authentic video marketing for both B2B and B2C. We can help you with everything from brand videos and explainer videos to docu-style case studies and commercials. Get in touch to explore how we can help you grow your brand with B2B video production.


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We've worked with large corporations to small businesses all with the same goal of creating unique and innovative videos—you deserve the same.

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