You’re not alone if your latest brand film looked slick yet barely moved the needle in terms of leads or impressions. With 91% of businesses now using video as a marketing tool, the bar in London is sky‑high and crowded. To get a higher conversion rate, you must look at whether you are also doing some of the points listed below that are counterproductive to your goals related to creating corporate videos.
You Led With Kit, Not Strategy
Briefs that start “we need a two‑minute video” usually ignore the harder questions: Which stage of the buyer journey are we targeting? What change in behaviour will prove success? Without clear KPIs and a mapped funnel, you end up with pretty footage and no performance story. Anchor objectives first, then reverse‑engineer format, runtime, and deliverables.
Your Message Is Muddy (or It’s All About You)
Cramming five propositions into one script guarantees none land. Viewers need a single, human, memorable idea, told from their point of view. Test your draft aloud: can you summarise the core message in one sentence and name the action you want next? If not, simplify. When corporate video production in London becomes an ego reel instead of a problem-solver, audiences swipe.
Distribution Was an Afterthought
“Post it on LinkedIn and YouTube” isn’t a plan. Native cuts, subtitles, square/vertical versions, and platform-specific hooks all matter. On LinkedIn, video posts now average a 5.60% engagement rate (images sit at 4.85%), proving format and fit influence performance. Build a mini media plan before you shoot: where will this live, how will it be repurposed, and what’s the paid/organic mix?
You Measured Views, Not Impact
Views and impressions are directional, not definitive. Tie metrics to commercial or comms outcomes, demo requests, recruitment applications, inbound leads, sentiment lift. Short-form clips often top ROI charts: 21% of marketers say short-form video brings the highest return. Track with UTMs, unique landing pages, or QR codes so you can prove more than “people watched”.
Your Production Partner Isn’t a Strategic Partner
A vendor takes orders; a partner challenges assumptions. Red flags: no discovery workshop, no audience insight, no distribution or optimisation plan baked into the proposal. Insist on:
- A strategy session before scripting
- A distribution and repurposing roadmap
- Post-launch performance review and iteration cycle
If an agency can’t talk metrics or funnel stages, keep looking.
The L.O.N.D.O.N. Fix (Pin It Above Your Brief)
- L – Lay down goals: Define success and metrics first.
- O – Own one message: One core story, one clear CTA.
- N – Nail the audience & nuance: Sector, stage, and London context.
- D – Distribute smart: Plan channels, cuts, captions, ratios in advance.
- O – Optimise for ROI: Track actions, not vanity stats.
- N – Nurture learnings: Review data, iterate, and feed insights into the next shoot.
Wrap that into your next project and suddenly corporate video production in London stops being a gamble and starts behaving like a growth asset.
Put strategy before the storyboard, clarity before cleverness, and distribution before “export.” Do that, and your corporate video will finally earn its keep.
Disclaimer: For more interesting articles visit Business Times.
