Why Most Videos Miss the Mark (and How to Make Yours Unforgettable)
- Craig Ciali
- Sep 18
- 3 min read
We’ve all seen it: slick camera moves, fancy graphics, maybe even a drone shot that screams “budget well spent.”
And yet… you come away with 9 likes, then it’s old news on Wednesday. Did anyone share it? Did it convert?
Here’s the hard truth:
A video can look perfect and still flop.
Why? Because the audience never felt like it was made for them. And that audience wasn’t compelled to share it.
Start with the audience.
Understand their motivations, their language, the real reason they’d engage with you. That’s the foundation. Embrace them, and they’ll embrace you.
A Process That Works
Know who’s watching.
Who are they? What do they love, hate, dream about, avoid? Speak their language — not yours.
Craft the message.
Simple, sticky, worth remembering. If you can’t say it in one sentence, it’s not ready.
Pick the right medium.
How do you connect with them? Real testimonials or animation? What fits the budget? Choose what fits the message, and what’s going to convey your authentic story — not just what looks trendy.
Execute with intention.
Every frame, cut, and sound should connect back to the video’s goal. Adjust pacing, flow, and story structure to keep it fresh. That’s how you make something that resonates, not just rolls past.
Checklist:
• What’s the one thing the audience should remember? Drive it home.
• Who exactly are we talking to? (“Everyone” doesn’t count.)
• What action should they take after watching?• How will we measure success?
Where Most Videos Fail
So negative, Craig! Ok, let’s FIRST talk about how they succeed. I’d like to use Publix commercials as an example. How fast can you spot it from the moment you hear or see it on the screen? The reason: they know the emotion they’re aiming for, and they don’t waste time getting there.
Think of it this way:
Strategy = Chicken.
Production = Spice.
The spice brings the kick, but the chicken is what satisfies. You need both to make that quintessential Nashville Hot Chicken. And when you serve them together with purpose, that’s when it sticks.
The Motus Method
At Motus Studio, we don’t focus on cameras and gear. (It’ll look good, we promise.) We focus on your core message. Your goals. And where you want to be long term. We dial up the heat and toast your business problems using creative stories to drive your message, meaning, and mission.
That means:
• Clarifying your message
• Outlining processes
• Bringing Nashville’s stories (and beyond) to life with animation, motion, and smart production.
We’re part creative lab, part strategic partner. And yes, we love beautiful visuals — but even more, we love when they actually move people to act.
3 Ways to Get More from Every Shoot
Batch Content
In 1 hour — you can create 6–8 months’ worth of social content and added value for your clients. Yes, you can. If you’re on a shoot, add a few extra questions for recruiting. Grab behind-the-scenes clips. Have them deliver a holiday message! It may be June, but when it comes time to assemble a holiday or end-of-year video recap — you’re prepped.
Repurpose With Purpose
You invested some money into that 90-second explainer, didn’t you? Slice it into GIFs, stills, reels, and text clips. Stretch your investment further.
Let AI Be Your Assistant (Not Your Boss)
Use it for captions, polish, and edits — but keep the human touch where it matters. AI can speed things up, but don’t outsource your voice. That’s what connects.
Wrapping It Up
If your video’s underperforming, it’s rarely about the budget.It’s rarely about the gear.
It’s about the recipe. Did you start with substance? Did you season it with the right creative? Did you serve it in a way that makes people hungry for more?
When you rethink how you plan, create, and repurpose video, your content isn’t just “seen” — it’s savored.
Need help with a plan of action? Shoot us a message and follow us for more practical tips and tricks!