The 25 Worst Things You Can Do When Commissioning a Corporate Video
We’ve all seen them, those corporate videos that feel stiff, unfocused, overproduced or just… off. They might look polished, but they miss the mark. Bad planning, unclear goals, and poor communication are usually to blame. Whether you’re commissioning your first corporate video or your fiftieth, these are the pitfalls to avoid if you want your video to actually do its job.
Here are 25 of the worst mistakes businesses make when creating a corporate video — and how to avoid them.
1. Not knowing why you’re making the video
A corporate video without a purpose is just noise. Always start with a clear objective. If you can’t answer “What’s this video for?”, stop. (You might find this helpful: Why Video Without Strategy is a Waste of Budget)
2. Trying to say too much
One corporate video can’t do everything. Trying to cram in your full history, product range, team structure and vision will overwhelm your viewer. Keep it focused. (See how Charlie Bigham’s kept it simple and human)
3. Forgetting your audience
You’re not making this for you. You’re making it for them. If you don’t understand your audience, you’ll never connect with them.
4. Writing your own script (badly)
Yes, you know your business better than anyone, but that doesn’t mean you should write the script. A professional will help shape your message for video — not print. (Here’s how we do it)
5. Prioritising style over substance
Great visuals are pointless without a strong story. A flashy edit won’t save a video that doesn’t say anything. (See what makes great brand storytelling work)
6. Going in without a brief
No brief? Expect chaos. A decent video brief keeps everyone aligned — on message, tone, deliverables and outcomes. (Get our guide to writing a great video brief)
7. Not involving the right stakeholders early enough
If you wait until the final edit to involve the decision-makers, prepare for costly changes. Get sign-off at every key stage.
8. Letting everyone have input
Design by committee rarely ends well. Too many opinions dilute the message. Keep the core team small.
9. Using jargon and internal language
What makes sense to you might not to a customer. Avoid acronyms, buzzwords and insider terms unless they’re explained.
10. Writing it like a brochure
Video isn’t a printed sales deck. It needs rhythm, energy and flow. If your script reads like a product PDF, start over.
11. Overloading the video with information
Don’t try to explain everything in one go. A clear message, well told, is far more effective than a cluttered one.
12. Assuming longer = better
Longer videos don’t equal better results. Most audiences switch off after 60 to 90 seconds. Respect their time. (Read: What’s the ideal length for a video?)
13. Leaving it all to the last minute
Good video takes time. Rushing through pre-production leads to missed opportunities and costly fixes later.
14. Not preparing your interviewees
“We’ll just wing it on the day” is a recipe for awkward soundbites. Prep your speakers with key points and set expectations. (Tips: How to prep for a shoot)
15. Filming in the wrong environment
Noisy offices. Dark meeting rooms. Messy desks. The setting matters. Location should reflect your brand, not distract from it.
16. Choosing style over authenticity
It’s tempting to hire actors or script every line. But sometimes showing your real team doing real work is what resonates most. (See how we captured authenticity with Gressingham Duck)
17. Micromanaging the shoot
You hired professionals. Trust them to do their job. Hovering over every shot won’t improve the result.
18. Ignoring sound and lighting
Bad lighting makes you look amateur. Poor sound makes your video unwatchable. Prioritise both. (Read: Why audio is more important than visuals)
19. Forgetting to plan for different formats
Are you shooting for TV? YouTube? Instagram? Each platform needs different specs. Plan ahead or risk wasting content.
20. Not thinking about where it fits in your marketing
A standalone video with no strategy won’t move the needle. Think about how it feeds into your wider funnel. (Here’s how video fits into a full-funnel approach)
21. Skipping the call-to-action
You’ve held their attention — now what? Every corporate video should have a clear next step, even if it’s just “visit our site”.
22. Ignoring the edit
The shoot isn’t the end. Editing shapes everything. Don’t treat it as an afterthought or expect miracles from poor footage.
23. Failing to provide feedback properly
Vague feedback like “Can you make it pop?” isn’t helpful. Be specific, timely and constructive.
24. Not planning how to promote the video
Even the best video won’t perform if no one sees it. Build a plan to share it: email, social, paid media, your homepage. (Promotion tips here)
25. Not measuring its success
If you don’t know what success looks like, you won’t know if the video worked. Set benchmarks. Track engagement. Learn and improve. (Here’s how we measure success)
Commissioning a corporate video isn’t just about getting something made. It’s about creating content that serves a purpose and delivers results. Avoiding these 25 mistakes will save you time, money and a whole lot of frustration — and help you produce videos that actually work.
👉 Want to do it right? Here’s how we help brands get corporate video right.
👉 Looking for inspiration? See our video work.
👉 Or dive deeper into the strategy behind it all in the bestselling book, Resonance: Unleash your brand’s potential with video.
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