Why Most Videos Fail and How Campaign Thinking Fixes It

Josh Emerick
Apr 21
7 min read

Updated: Apr 23

A practical look at why one-off videos fall short and how storytelling, strategy, and system-based thinking can make your content actually work.

Video shoot at OHD Studios coaching a band through talking head TikTok style content for reels — Coaching Chris through talking points for their three music video campaign for Softspoken to deliver additional content marketing for each song release.

What Most People Think Video Is

Most clients come to us with one thing on their mind: “We need a video.”

That’s usually the starting point. Something happened — a problem, a shift, a new product launch, or a song they care about — and they think a video will solve it. And hey, that’s fair. Video is trendy. It’s powerful. It’s fun. It’s exciting. But it's also misunderstood.

What surprises people the most is that the video itself isn’t always the solution.

It’s how you use the video that really matters.

That’s where we come in. Not just as filmmakers, but as partners who know how to help you make your content do something.

In this blog, I’m going to break down why so many video projects miss the mark and, more importantly, how to avoid the same trap. Whether you’re a band, a brand, or a business, you’ll walk away with a clearer understanding of how video can actually drive results, not just look cool. We’ll discuss the differences between content and campaigns, how to think in systems, and what kind of creative partner you really need to get it right.

Brand Building vs. Conversion

This is one of the first conversations we always have: Are we making something that builds your brand? Or are we trying to convert?

Brand-building videos are your anthems. Your big artistic swings. Your origin stories. These are the pieces that sit on the shelf and add long-term value. They feed your audience’s soul.

But they don’t always drive immediate results.

Conversion content? That’s the practical stuff. Bite-sized. Precise. Built for trust and action. These live in your email funnels, sales pages, and client onboarding/customer acquisition processes. They answer questions and kill doubts.

Both are important.

But when you start knowing which one you’re actually making? That’s when your strategy gets sharp.

The Real Reason Why Most Videos Fail

why most videos fail? The missing link is storytelling.

Not just a buzzword.

Deep, rich stories that come only from our clients' sharing.

Whether it’s a music video or a brand film, most people come to us asking for a deliverable.

What they really need is clarity.

A video request is often just a symptom. The real medicine is better messaging, a deeper understanding of their audience, and a system to maximize the impact of what they create.

That’s where storytelling bridges the gap between marketing and sales.

Not in a fluffy, buzzword way. In a “let’s understand your values, your voice, and your people” kind of way.

Once we get that? We can design the right video. The one that meets people where they are and moves them to where you want them to go.

Systems Beat One-Offs Every Time

Here’s the problem with one-off videos: they can work, but they’re a gamble.

They might pop. They might fall flat. You never really know.

But a campaign? A thoughtful system of videos that ladder up to a larger goal? That’s where the real value is.

You’re not just getting seen, you’re getting remembered.

Not just viewed, but understood.

We help our clients design video systems that:

Start with a hook (short, scroll-stopping content)
Build trust (midweight storytelling pieces)
Drive conversion (testimonials, explainer videos, etc.)

You don’t need to make everything at once. But you do need to think in layers.

Want to Go Deeper?

Here’s a short talk I recorded, titled “1 Video vs. Multi-Video Marketing Strategy.” It explores the distinction between video as a one-time solution versus an ongoing campaign. It includes a real client case study where a single film evolved into over 60 meaningful content pieces.

In this video, I break down the difference between one-off videos and full campaigns, and why most businesses waste money by thinking too small. I discuss how strategy, storytelling, and systems thinking lead to better long-term results. You'll hear about a real client who transitioned from a single film to over 60 content pieces over time, all because we asked better questions on the front end. If you're considering video for your business, this might shift your entire approach.

Confidence is a Strategy

Part of our job is helping clients become more confident storytellers.

Not just confident in the video, but in the entire process, how they’re showing up, what they’re saying, how they’re connecting.

If we do our job right, you walk away not just with content, but clarity.

That’s the kind of stuff that sticks.

Fast Food vs. Fine Dining

This is the analogy we keep coming back to: Most content out there? It’s fast food.

It’s cheap, quick, easily digestible, and sometimes exactly what you need. However, do it too often, and it starts to feel repetitive. Uninspired. Forgettable.

What we make?

It’s more like a full-course dining experience.

Intentional. Flavorful. Human. The kind of thing people remember and talk about later—the type of stories that nourish your brand instead of just feeding the algorithm.

There’s a place for both. But if you’re always defaulting to fast food, don’t be surprised when your audience gets content fatigue.

Story First. Always.

Our videos look good. That’s a given.

But it’s not what makes us different.

What sets us apart is that we delve deeper. We don’t just look at the what—we look at the why. The world your story lives in. The values that fuel your decisions. The characters that shape your message.

That’s how you avoid being a copy of someone else.

When the story is yours, no one else can replicate it.

Even if your competitor works with us, their version won’t look like yours, because it’s not built on your foundation.

That’s the power of story. It’s what creates long-term brand equity, rather than short-term trends.

Consulting + Campaigns: Built for Real Impact

Most clients need more than a video—they need a plan.

That’s where our consulting work shines.

We’ve helped bands create fictional worlds for their fans to explore. Built a mini-documentary series for companies that wanted to connect with their audience beyond ads—coached teams on how to use their content long after the shoot wraps.

Our consulting process is designed to:

Ask the right questions up front
Remove the overwhelm
Build clarity and momentum
Stretch the value of every shoot

This is where a lot of the ROI hides.

Not in the final video file, but in the strategy that sets it up to win again and again.

Real Example: Music Videos

Let’s say you come in wanting a music video.

If all you want is “something cool,” we can deliver that.

But what if you could go deeper?

We’ll start by asking:

What’s the story here?
What world does this video live in?
Can it extend into merch? Social content? Email campaigns?
What content can you make around it?
How can we help you own the release, not just post and hope?

Btw, hope is a terrible strategy. Ever heard of the dangers of hopium? We've encountered it all too often.

Now that one video becomes a whole experience:

Behind-the-scenes content
Character profiles
Pre-release teasers
Companion photography
Concept-based merch
Post-launch reflections

That’s not just a music video. That’s a world your fans can get lost in.

Real Example: Brand Films

Brand films are one of our most popular requests.

They’re heart-forward, high-production, and emotional. They make your team feel proud and your customers/clients feel seen.

But on their own? They don’t always convert. They are a long-term ROI play, not a short-term, results-driven one.

That’s why we pair them with:

15–60 second commercial cuts
Social trailers
Thought Leadership or FAQ content
Sales enablement videos
Internal training materials
Client Testimonies

Your brand film sits on your website, yes—but it also becomes a launchpad for a dozen other uses.

It’s meal prep for your marketing.

A key takeaway for both is that trust takes time to develop. This is why hope doesn't work.

You need to be willing to show up, entertain, educate, and create something of meaning. Everyone wants an easy button. It doesn't exist.

Many look to brands or people further along, hoping to copy their strategy, but they miss all the years and effort that went into developing that method.

We meet people where they are so that they can take confident, healthy steps forward with realistic expectations and a tangible strategy.

Let’s Be Honest—Sales and Marketing Don’t Always Talk

We’ve seen this gap over and over again.

Marketing teams want pretty videos. Sales teams want tools that close deals. Nobody wants to be told their way isn’t working.

What if your video could do both?

That’s where testimonial content comes in. Not just client praise, but strategic client stories. Show the ideal customer. Highlight their journey. Capture what success really looks like.

We create both long and short versions, as well as clips for sales follow-up emails, website embeds, and landing pages.

Content like this smooths the friction. It builds trust. It eases doubts.

That’s a system. That’s a campaign. That’s ROI.

So… What Are You Shopping For?

Here’s what I always ask people:

Do you need a videographer? Do you need a storyteller? Or do you need a strategic creative partner?

Each one comes with a different level of investment and responsibility.

If you want a videographer, you’ll need to play CMO; plan, direct, and implement.

If you want a strategic partner, you’ll need to invest more, but you’ll gain so much clarity, momentum, and long-term value.

This is how we decide which of our packages makes sense:

Essential – Streamlined, low-overhead, one-off projects.
Signature – Balance of depth and volume, depending on goals.
Curated – Full campaigns, premium storytelling, deeper partnerships.

We won’t pitch unless we believe you’ll succeed. We’d rather pass than take your money and watch something underperform.

If you want to learn more about our go-to project types, you can find in-depth information on our services page, where we list consulting, music video, and brand storytelling packages. If you have a more custom request, we can still provide a custom quote. However, the easiest thing you can do is schedule a call with us. We love to learn, listen, advise, project, or just make general inquiries.