Stop Wasting Time on the Wrong Videos: Real Advice for Businesses Creating ContentThat Works
By Weiss Productions LLC
Let’s be honest: many business videos don’t work. They’re long, vague, dry, and don’t compel viewers to action. If your business is thinking about creating a video, or you’ve done it and didn’t love the results, here are some honest, no-fluff tips to help make your next project count. These apply whether you’re in banking, manufacturing, construction, or retail. Because in the end, video is just a marketing tool. Use it well, and it works.
1.Start with a Single Goal
Don’t try to cram everything into one video. If your video attempts to explain who you are, what you do, why you do it, and how to buy from you—all in 90seconds—you’ll lose people. Decide: Is this video for recruiting? Sales? Training?Customer trust? Pick one. That clarity will save you money and reach people.
For example, a regional bank might want a video to build trust in its business lending team. Great—focus it. Don’t also try to plug checking accounts and mobile app features. One video. One message. Done well.
2.Know Your Viewer’s Headspace
Where will they be watching this? On a phone? On LinkedIn? During a sales pitch? Each platform has a different tone and attention span. A construction firm might show a safety training video in a break room—clear audio and direct visuals matter more than fancy graphics. A manufacturer showing a behind-the-scenesprocess video at a trade show? That needs punch and polish.
Respect your viewer’s context. It makes a difference. And don’t forget to entertain them a bit in that context. That can make a difference between an early exit and a viewing.
3.Keep It Short, But Not Empty
Yes, people have short attention spans—but they’ll sit through hours of content if it’s worth their time. So don’t just chop your message to hit 30 seconds. Make sure what you’re saying is useful. A 45-second product demo from a retailer that shows how a new tool works is way better than a slick 15-second ad that says nothing.
4.Show Real People Doing Real Work
Stock footage doesn’t build trust. Neither does it have overly scripted dialogue.Customers want to see who you are. That doesn’t mean shaky iPhone videos—it means capturing your team, process, and reality. If you’re in construction, show your crew on the job. If you’re in manufacturing, walk through the production line. People remember what feels real.
One of the best videos I’ve seen from a builder wasn’t fancy. It was just the construction crew working together to complete a tricky task, captivating and educating all at once. There were no buzzwords. No background music, just clarity.
5.You Don’t Need to Be Funny—Just Clear
Not every business video needs a sense of humor. Natural humor is ok. Professionally arranged humor, as in some commercials, works well too. Trying to force-fit rarely works. Clarity and confidence always retain viewers.
A retail brand explaining how to use their product in under a minute—that’s useful. A bank or credit union showing how their small business team helped a local entrepreneur grow? That’s relatable. If humor comes naturally, great. But don’t bend your brand to chase trends. Be consistent with your tone.
6.Plan for Longevity
A good video should last you more than a couple of weeks. Before you shoot anything, ask: Will this still be relevant in a year? Will we still be saying the same things? If you’re doing seasonal retail promos, that’s one thing. But for most industries, timeless beats trendy. Build assets you can use to drive up your return on that video production investment.
Final Thought: Video Isn’t Magic. It’s Strategy.
A good video doesn’t come from fancy cameras, although that matters in some situations. Mostly, a good video comes from knowing what you need to say, who you’re saying it to, and how they want to hear it. You don’t need a viral hit.You need something honest, helpful, and straightforward. If you start there, the results will speak for themselves.
And if you’re unsure what your business should say in a video? That’s your first clue to pause and figure it out before you hit record.
WeissProductions LLC is a Central Oregon-based video production company that helps businesses create effective, strategy-driven video content.
