Why Most Videos Don’t Grow Your Audience (And How To Fix That)
Most product and brand videos aren’t bad or poorly produced.
They’re just forgettable.
And that’s a huge problem when your goal is to grow your audience.
Because audience growth isn’t about views. It’s not about reach. It’s not about engagement.
It’s about connection.
And if your videos don’t connect, they won’t be remembered. If they’re not remembered, they won’t be shared. And if they’re not shared, your audience doesn’t grow.
So, why aren’t most videos doing the job?
Let’s unpack that.
1. They Focus Too Much On The Product, Not What The Product Enables
Too many videos show the product in use, talk about the features, and run through the specs. But they forget to show the life around the product.
If you’re a sports shoe brand, you’re not selling shoes; you’re selling the feeling of chasing something bigger than yourself.
If you’re a travel destination, you’re not selling hotel rooms; you’re selling the anticipation before the trip and the memories made after.
If you’re a school or university, you’re not selling enrolment; you’re selling the pride on graduation day and the life-changing doors that open years later.
When you focus only on the product, you lose the opportunity to connect to your viewer’s life. And without that connection, they won’t care enough to watch, let alone share.
2. There's No Emotional Hook
Your potential and current customers don’t share videos because they like the product.
They share videos because they felt something.
Emotion is the fuel behind all shareable content. Laughter. Inspiration. Joy. Sadness. Anger. Nostalgia.
When we create any sort of video for our clients at Fixon Media Group, we always map out the before and after emotional states of the viewer.
Before watching, your audience might feel:
- Guilty they haven’t taken action yet
- Overwhelmed with options
- Frustrated by previous poor results
- Bored with their current provider
After watching, we want them to feel:
- Inspired
- Excited
- Confident
- Relieved
- Empowered
If there’s no shift in emotion, the viewer doesn’t move and take action.
3. The Message Isn’t Simple, Clear Or Memorable
If your video doesn’t clearly communicate your message in one simple line, your viewer is going to be confused.
Clarity wins.
Your video doesn’t need to say everything. It just needs to say something clearly, directly, and in a way that resonates with your audience’s current reality.
Too often, I see brands try to cram too much into a single piece of video content:
- “We’ve been around for 50 years.”
- “We have a great team.”
- “We care about our customers.”
- “We’re growing fast.”
- “Our product is world-class.”
That’s five separate messages. Which means the viewer retains none of them.
A focused message, grounded in a single emotional or practical insight, is what cuts through. And the more your audience can remember it, the more likely they are to share it.
That’s why taglines have been such an effective marketing tool over the years. Because they are simple, easy to understand and memorable. I’m not suggesting to use a tagline in every video your business produces, there is a time and place, but try to sum up your video’s message in a single line.
4. It Doesn’t Build Brand Affinity Over Time
A common mistake I see businesses make is creating one-off videos that might get clicks, but don’t contribute to a larger story.
These videos often feel like standalone ads, disconnected from your brand’s broader narrative.
And while they might generate short-term attention, they fail to build emotional trust over time.
Audience growth isn’t just about reach, it’s about resonance. That comes from consistency.
Use short-form reels to hook interest, longer brand story films to deepen connection, testimonials to build credibility, and behind-the-scenes content to show your authenticity.
When your videos work together as part of a bigger ecosystem, you create a lasting relationship, not just a momentary view.
Final Thoughts
If your videos aren’t growing your audience, it’s not because your product is bad. It’s not because your team lacks talent. And it’s not because video doesn’t work.
It’s because your video content doesn’t connect enough.
It doesn’t make people feel those before and after emotions. It doesn’t make them think, “this is me.” It doesn’t give them a reason to hit share and pass it on.
But once you shift your mindset from product-first to human-first, everything changes.
The videos that grow audiences are the ones people talk about. And people only talk about what moves them.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.