06/16/2025
Why the obvious video strategy often misses the mark...and what actually works.
We’ve all seen brands invest in stunning videos that don’t deliver results. It’s not because they look bad. It’s because the story isn’t connecting.
Here are three common storytelling mistakes holding brands back, and how to fix them:
Mistake 1: Focusing on the product instead of the impact.
Showing features or fancy shots tells what the product is, but not why it matters.
Better approach: Highlight the difference your product makes. More freedom, less hassle, better outcomes. Show the story after someone uses it.
Mistake 2: Starting with the solution instead of the problem.
If you jump straight to your product, your audience may not even realize they need it.
Better approach: Begin by showing the struggle, frustration, or challenge your product solves. Build empathy before introducing the fix.
Mistake 3: Trying to sell before building connection.
Pushing too hard to convert without creating a relationship can turn viewers off.
Better approach: Use video to invite your audience in, make them feel understood, and let them see themselves in the story. Guide them gently toward the solution.
Great video storytelling isn’t just about looking good. It’s about creating meaningful connections that drive real results.
When you stop selling and start telling stories, your message resonates deeper and performs better.
That’s the approach we take at 2 East 8th. We help brands create videos that aren’t just watched, but truly remembered and effective.
