Video Marketing Challenges

With video emerging as a successful and highly engaging marketing tool for small businesses, many companies are attempting to go it alone. The desire to create short-form content using an in-house team is very tempting. But only major companies can afford to hire that type of talent full-time.

It results in many small businesses creating videos independently, using employees and smartphone cameras. The result can be charming in certain situations. But it often results in issues for smaller businesses looking to engage their core demographic with that content.

Here are four common video marketing challenges that you may be experiencing with your content. 

1. Unprofessional or Meandering Scripts

The script is perhaps the most crucial aspect of a marketing video. These videos must be concise, catchy, informative and worthy of leaving an impression on the audience. It is a lot of work to pack into a short script.

Many scripts written by amateurs can seem unprofessional or meandering. They may have a good core in there somewhere, but it gets lost in a lot of unnecessary dialogue and explanation. Professional video production outfits employ full-time scriptwriters who have experience in crafting engaging, short-form content for businesses of all sizes and types.

2. Trying to Rush the Production

Many business owners assume that because they are shooting a series of 15 to 30-second video clips, everything should be done in a few days. They expect the work to be completed in 48 to 72 hours, even if it involves writing a script, crafting storyboard, shooting the video and editing.

It is a huge mistake. Quality videos, even short-form content, must not be rushed. It is why companies can benefit from having a professional company advising on the process – or overseeing it entirely. The professional crew can explain why seven, ten or even fourteen days are needed to perfectly execute the whole plan!

3. Translating a Vision onto the Camera

There are so many small business videos that have good intentions behind them. When watching the content, it is evident there was a great plan and storyboard involved with the video.

But everything is let down by unprofessional production and poor editing. Even with a great script and storyboard, the execution must be perfect.

It is why many small businesses know that spending money on a professional production crew is worthwhile. The quality of the camera, direction, and shooting of the video is far superior. And the editing is top-notch, resulting in a polished and perfect final product.

4. Forming the Ideal Budget

Even if a small business wants to work with a professional, they may be confused about their budget. Many businesses allocate only a few hundred dollars to the entire video, assuming it will be enough.

But the work produced by a $1000 solution is incomparable to a $5000 production. Yes, there is space for short-form content that is written and shot on a budget. But there are also moments where a small business wants to convey an image of excellence, which is why bigger budget videos may be necessary.

By leveraging a professional video production company, small businesses can get a lot more out of their next video marketing campaign.


John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer and CEO of Foundation Digital Media. For Inquiries: [email protected]