The mistakes we see in social media videos (and how to avoid them)
Common mistakes in social media videos and how to avoid them for better reach, retention, and brand results
We’ve watched hundreds of social media videos this year. Some were brilliant. Some were... well, let’s just say they taught us what not to do.
If you're running a business or a brand, there's a good chance you're putting money, time, or internal resources into video content. But just because something is filmed vertically and uploaded with trending audio doesn’t mean it’s working for you.
As a social media videographer, we’ve seen what works - and what quietly flops. Here’s what we see go wrong most often, and what you can do instead.
If you're running a business or a brand, there's a good chance you're putting money, time, or internal resources into video content. But just because something is filmed vertically and uploaded with trending audio doesn’t mean it’s working for you.
As a social media videographer, we’ve seen what works - and what quietly flops. Here’s what we see go wrong most often, and what you can do instead.
Mistake 1: No clear purpose
Mistake 1: No clear purpose
So many videos are made because “we need to post something.”
That’s not a strategy - that’s a reaction. A proper video plan should start with: What do we want people to do after watching this? Share it? Book a call? Understand the product better?
Every video needs a role in your wider marketing. Content that floats in a feed without a goal will disappear just as fast.
That’s not a strategy - that’s a reaction. A proper video plan should start with: What do we want people to do after watching this? Share it? Book a call? Understand the product better?
Every video needs a role in your wider marketing. Content that floats in a feed without a goal will disappear just as fast.
- Fix it: Define the call to action before you shoot. Then, shape the content around that action - not the other way around.
Mistake 1: No clear purpose
Mistake 1: No clear purpose
Social media isn’t YouTube. People scroll, tap, swipe - and skip anything that drags.
The first two seconds matter more than anything else. And still, we see too many videos open with five seconds of logos, intros, or someone fumbling for words.
The first two seconds matter more than anything else. And still, we see too many videos open with five seconds of logos, intros, or someone fumbling for words.
- Fix it: Start strong. Trim everything that doesn’t land quickly. Get to the core idea faster. And post while the topic is still fresh - speed matters here more than polish.
A couple of our projects
A couple of our projects
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Mistake 3: Audio-first in a sound-off world
Mistake 3: Audio-first in a sound-off world
Social videos are muted by default. But most brands still rely on voiceover or dialogue to do the heavy lifting.
- Fix it: Use burned-in subtitles. Not optional, not SRT - fully styled, embedded captions that guide the viewer without needing headphones.
Mistake 4: Quality
Mistake 4: Quality
We’re not saying everything has to be done in a cinema way. But mixing random phone clips with agency-polished product shots can confuse your audience. And once trust breaks, engagement drops.
- Fix it: Choose a visual style - even for casual content - and stick to it. That doesn’t mean always hiring a team (though it helps), but it does mean planning.
- Mistake 5:
Chasing every trendYes, TikTok trends can bring reach. But not every sound or format suits every brand. We’ve seen skincare brands jump on memes that completely undermine their premium feel.- Fix it: Pick trends that you can genuinely adapt. Or better yet — start your own content formats. Your audience will remember what you created far more than what you copied.
- Mistake 6:
No editing planShooting is just the beginning. A clever cut, strong pacing, and proper formatting (for TikTok, Reels, YouTube Shorts, etc.) are what turn raw clips into high-performing content.
But too many teams forget to build in editing time - or worse, hand it off to someone who doesn’t understand the brand.- Fix it: Work backwards from the end format. Know how many versions you need, for which platforms, and what type of cuts perform well on each.
- Mistake 7:
Not using what you haveWe’ve seen shoots where only one final cut gets used. But the B-roll? The behind-the-scenes? The unused clips? All wasted.- Fix it: Build a post-shoot plan. Think about follow-up edits, story variations, and how different versions might serve different departments. One shoot can fuel your marketing for weeks.
A real case: Social video that actually landed
We worked with a fashion brand during London Fashion Week. Our crew filmed backstage content between 8pm and 10pm. By 9am the next morning, the final Reels video was live polished, on-brand, and posted ahead of competitors.
That video got thousands of views and made the client rethink their whole social media strategy. Why? Because it was fast, on-message, and looked intentional - not like filler.
That video got thousands of views and made the client rethink their whole social media strategy. Why? Because it was fast, on-message, and looked intentional - not like filler.
| What you actually need Not every brand needs a viral TikTok. But every brand needs content that feels made for the people watching it. What we offer at We Stream isn’t just filming. It’s helping you figure out:
We don’t treat video as a last-minute add-on. We work with your marketing goals from the start. In pre-production, we help define the purpose behind each video, whether it’s lead generation, brand awareness, or internal comms. We often end up reshaping the client’s original brief - not to complicate things, but to make sure the content works harder. We've had clients shift their campaign direction after talking through strategy with us - and come back later saying that the pivot brought in more results. We look at the whole picture, what you're filming, who it's for, where it will be posted, and why it matters! We’ll guide you through scripting, shot planning, and platform formats. Our crew isn't just filming - they’re thinking ahead to the edit, repurposing options, captions, and more. |
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Final words
Social media video isn’t about being perfect. It’s about being, consistent, and clever. If your videos aren’t doing the job, it’s not because “video doesn’t work.” It’s because the approach needs tweaking.
Fixing that? That’s where we come in.
If you’re looking for a team that doesn’t just make things look good - but makes them work - drop us a line. We’ll show you how better videos start with better questions.
Fixing that? That’s where we come in.
If you’re looking for a team that doesn’t just make things look good - but makes them work - drop us a line. We’ll show you how better videos start with better questions.
FAQ
Why isn’t my social media video getting views?
Most likely, it’s missing a hook, a purpose, or a strong format. We often see videos start too slowly or lack a clear call to action - both of which lose viewers quickly.
How long should a video be for Instagram Reels or TikTok?
Reels and TikToks usually perform best under 30 seconds. You’ll want to hit the main message in the first 2–3 seconds to stop the scroll.
Why do my videos feel low quality even with good cameras?
It’s usually an editing, structure, or brand inconsistency issue. Jump cuts, poor pacing, mixed footage quality, or mismatched tones can all break trust fast.
How can I reuse content from one shoot?
Plan your shoot with multiple edits in mind. We often turn one shoot into Reels, behind-the-scenes, testimonials, and thought-leadership clips - all from the same material.
Do I need a new video for every post?
No. The smartest brands repurpose. One good video can be cut into different formats, edited for different tones, and reused across multiple platforms.
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team@westream.uk
team@westream.uk