The Most Common Video Mistakes Marketing Teams Still Made In 2025
It’s getting harder and harder to make an impact through video. Budgets are tighter. Attention spans are shorter. And yet, most marketing teams are still repeating the same mistakes that hold their video performance back.
This is the second newsletter in a five part series as we wrap up 2025. Across the next few weeks we’ll review what worked this year and look ahead to 2026 so your marketing team can hit the ground running. Read the first edition here.
Here are five of the most common issues still showing up in 2025 and how to fix them before your next marketing campaign in 2026.
1. Treating Video As A Campaign, Not A Consistent Strategy
Most brands still approach video one campaign at a time. They’ll launch a big hero piece, promote it hard for a few weeks, and then go quiet.
Whilst these campaigns may bring fantastic short term results, every campaign starts from zero. And there is usually no clear consistency between campaigns.
Audiences don’t build trust from a single video. They need repetition and familiarity of your business’s core message. Consistency is what builds recognition. And recognition is what builds a desire to take action.
The Fix: Treat video as a year-round communication channel, not a campaign tool. Keep a steady rhythm of short, value-driven videos that link back to your brand story. Supplement these short form videos with longer form videos, such as educational videos. You’ll spend less over time and get stronger results because your audience never drifts away, always keeping you front of mind.
2. Producing For Stakeholders, Not The Audience
We’ve all seen it happen – a video shaped by too many internal opinions. The script gets watered down. The story loses focus. It pleases everyone inside the organisation but says nothing meaningful to the customer.
The Fix: Every creative decision should start with audience insight. What’s their challenge? What motivates them? What will make them stop scrolling? Why are you targeting them specifically? What kind of emotional state do they need to be in to take action? Use these answers to guide your message. A well-targeted, emotionally relevant video will always outperform a polished internal favourite.
3. Measuring The Wrong Things
“Views are up!” sounds great in a meeting, but it rarely means business is growing. Too often, marketing teams rely on the vanity metrics (likes, views, follows) that don’t, in most circumstances, connect to commercial outcomes.
The Fix: Redefine what success looks like. Track metrics that show the impact on your organisation. Think conversion rates, membership growth, or bookings. Pair those with meaningful social metrics like watch time, audience demographics, and retention rates. These indicators provide a far more clearer insight into what’s working in your video marketing.
4. Relying Too Heavily On Internal Teams
In-house video teams, or simply just your marketing team dipping their toes into video, is brilliant for agility and brand control. But when a project demands high-end visuals, complex logistics, or multi-location shoots, internal teams can hit their limit. The result is overworked staff and underwhelming content.
The Fix: Don’t feel embarrassed needing to bring in a professional video production company for some extra help. External crews can add creative perspective, cinematic quality, and technical expertise without taking control away from your marketing. Think of them as an extension of your internal capability, not a replacement for it. The best production companies work side by side with your marketing team, not against you.
5. Underestimating Planning And Pre-Production
The fastest way to waste a video budget is to rush through pre-production. Skipping strategic development, script refinement, location planning and looking through the minor details thoroughly, often leads to confusion on shoot day and costly reshoots later. It is always cheaper to resolve an issue during pre-production than it is during production, or post-production.
The Fix: Invest time upfront. Build storyboards. Confirm your message hierarchy. Know what your primary and secondary call to actions will be. Plan the visuals that best express your message. Great video production is 80% planning, 20% execution, and the most successful campaigns treat pre-production as the core of creativity.
Final Thoughts
Video is still the most powerful way to connect with an audience. But success in using video comes from the discipline of sharing a consistent messaging, using audience-first storytelling, and delivering thoughtful execution from concept to camera to editing.
If your 2025 video results haven’t matched your effort, one of these mistakes is likely the reason. In 2026, look to improve your video production efforts by using this guide.
Want Some Help In 2026?
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 2026, feel free to get in touch with our Melbourne based video production team.