Creating video content is one of the most powerful ways to market your business. Our 2025 State of Video Marketing Research Report discovered that:

• • 99% of people had watched a video on social media or YouTube
  • 91% watched a video that influenced a buying decision
  • 93% would use video to research a significant purchase
    
    BUT…
    
    
  • Only 50% of businesses have recently published any video content

Video helps you build trust, show up as the expert, and reach more of the right people without needing to be online 24/7. But video only works when there’s a strategy behind it.

We work with business owners every day who are putting in the effort but still not seeing the results they want. It’s not because they’re doing everything wrong. It’s usually just a few key mistakes that are easy to overlook. The good news is that they’re also easy to fix!

This post isn’t about shaming or calling you out. It’s about helping you spot the gaps, make smarter choices, and get your content working harder for your business.

Let’s walk through the five most common video marketing mistakes and how to avoid them.

1. Not being consistent

Platforms need to see consistency and commitment. If you show up randomly, you get random results.

Blunt, but true. You can’t expect YouTube, Instagram or LinkedIn to prioritise your content if you only post when inspiration strikes.

The positive side to this coin is that consistent content (over time) = consistent results.

It’s not just about ticking boxes; it’s how platforms learn to prioritise you and how your audience begins to trust you. Because when the algorithm sees consistency, it starts to show your content to more people. And when your audience sees consistency, they start to take you seriously.

As a beginner’s baseline, post one longer video (5–20 minutes long) on the same day every week. Once you’ve nailed that routine, decide on a schedule for adding 2 short-form videos as well. Again, on the same days every week. These aren’t newly recorded shorts. Get as many clips as possible from each longer video.

The key is deciding on a schedule and sticking to it – same day, same time, every week.

2. Not capturing attention

The best content in the world won’t matter if no one clicks play.

That means your title and thumbnail need to do their job – stop the scroll, spark curiosity, and promise value.

Once they click, you’ve got about ten seconds to earn the rest of their time. Rambling intros, filler, or slow pacing will lose people before you even get to the good stuff.

Attention is earned, not assumed. Without a captivating thumbnail and intriguing title, your audience will scroll on by before you get a chance to help them.

3. Not connecting with your audience

Video content isn’t about being seen, it’s about connecting with the humans on the other side of the screen.

The competition for attention online is pretty much incalculable. There’s no shortage of content online. But there’s always an opportunity to say something your way.

So if you want to stand out, you need to speak directly to your audience, show your personality, and share your expertise. Missing that all-important connection is a mistake often made by many B2B marketers – they forget to tell a story.

Stories can be based on 2 powerful connectors:

• • Emotions: Personal stories are like a handshake through the screen. As long as they’re based in your truth. We can all spot, and immediately dismiss, the faked ‘Can’t believe this just happened + lie’ posts.
    
    But describing real stories and how you feel does the ‘humans buy from other humans’ job perfectly. You might show everything from vulnerability to humour, as long as they’re transparent and true, they’ll make the connection you want.
    
    And yes, even for B2B!
    
    
  • Logic: All the lovely data that you constantly collect and measure tells its own stories – don’t forget to share it. This is quantifiable evidence of what you’re saying and appeals to people who connect strongly to statistical realities.

4. Not providing the best content

People are more likely to pay if you give them free content first.

When you give your knowledge away in your content, it’s easier to charge for the implementation. If you hold back all your best content, don’t expect people to buy from you.

Give your potential clients real value. Be generous and share insights that actually help. When people get a win from your free content, they trust you. They want more. They get enough context to fall in love with you just a little bit.

Avoid the expert trap

This is about how you share this knowledge – a mistake that’s very easy to make.

When you have deep, broad knowledge and experience, it’s easy to get embroiled in complex explanations. Which is fine, if you’re talking to someone who’s at the same level of understanding.

But you’re likely talking to people who are asking questions and seeking information because they’re at an earlier part of their journey. They need pared-back, straightforward answers to specific questions. A simple, direct line to part of what they need.

Also, you’re looking at populating your video content strategy with multiple shorts, so you need to deliver your thoughts in a way that can be captured quickly.

You need to strike a balance between views and value:

• • Views: Frame things simply, looking at what works to get views for other people as inspiration.
    
    
  • Value: Explaining your knowledge in bite-sized portions that can be immediately understood and often initiate immediate action.

5. Not having a conversion plan

Views are superficial if they don’t lead anywhere.

You can have the slickest production in the world, but if there’s no next step, your content is just floating around with no direction.

What do you want people to do after watching your video? Download something? Watch a longer video? Join your email list? Book a call?

Whatever it is, make it clear. Guide your viewer. Because without a conversion plan, video becomes a vanity project, not a business tool.

You need to make sure each step on the journey is designed to lead to the next. For example, your sales journey could look like this:

• • Get attention with several short-form videos about the same key topic, which then points to a pillar long-form video
  • Build trust and get leads with the long-form video, which points to a lead magnet
  • Give value and inspire action, which points to ‘Make a call’
  • Seal the deal after a 1:1 sales call with an expert

Consistency builds predictable leads and sales from your video content.

Get on track with Jammy’s Video Power Plan

Video content shouldn’t be guesswork. If yours isn’t working, chances are you’re making one (or more) of these five avoidable mistakes.

The fix? A clear plan. A repeatable video-first strategy. A message that actually connects.

That’s what the Jammy Digital’s Video Content Strategy is built for, to help you know exactly what to say, where to say it, and how to turn every video into leads. Not just once but every time.

Stop wasting time on videos that flop. Let’s build a strategy that delivers.
Book a call to discuss your Video Power Plan today.