Videos are one of the most powerful tools for engaging audiences and boosting brand presence. But before you invest in video marketing, there’s a critical decision to get right: choosing the right video marketing agency. This choice can make or break your strategy.
To help you avoid costly setbacks, here are the 7 most common mistakes brands make and exactly how to avoid them.
1. Ignoring the Agency’s Portfolio
A strong portfolio is the agency’s real proof of work. It instantly shows their creativity, production quality, style, and storytelling ability.
When reviewing portfolios always:
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- Look for videos that match your brand tone and aesthetic
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- Check production quality, editing style, lighting and sound
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- See if their past work produced measurable results for similar brands
A portfolio speaks louder than any sales pitch.
2. Overlooking Industry Experience
Every industry has its own language, audience behaviour and visual expectations.
An agency might be excellent at shooting videos, but if they have never worked in your sector, they may miss the mark completely.
Examples:
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- Tech & SaaS videos need clarity and logical flow
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- Fashion & lifestyle videos live on emotion and style
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- Real estate videos demand trust, immersion and lifestyle appeal
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- Healthcare videos require sensitivity and credibility
Choose an agency that already understands your industry — or has proven they can adapt fast.
3. Not Discussing Goals and Objectives Clearly
A beautiful video with no purpose is just an expensive showpiece.
Before signing any contract, sit down and clearly define:
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- Exact business goal of the video
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- Target audience persona
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- Desired viewer action (book demo, visit site, buy, share, etc.)
The right agency will turn your goals into a solid video strategy — not just pretty visuals.
4. Focusing Only on Cost
Budget matters, but choosing the cheapest agency almost always costs more in the long run.
Low-cost agencies often cut corners on:
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- Creative brainstorming & scripting
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- Professional equipment & crew
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- High-quality editing & colour grading
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- Strategic planning
Instead of asking “How cheap?”, ask “What value am I getting?”
Paying 15–20% more for proven quality usually delivers 200–300% better results.
5. Forgetting to Define Metrics and KPIs
If you can’t measure it, you can’t improve it.
Agree on success metrics BEFORE shooting starts:
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- Average watch time & completion rate
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- Engagement rate (likes, comments, shares)
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- Click-through rate & conversions
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- Leads or sales generated
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- Cost per view / cost per conversion
A professional agency will happily discuss KPIs and design videos to hit them.
6. Not Considering Timelines and Availability
Marketing runs on deadlines. A delayed video can kill a launch or seasonal campaign.
Always confirm:
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- Full production timeline (pre-production → shoot → edit → delivery)
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- Number of revision rounds and turnaround time
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- Agency’s current workload and your slot
Written timelines in the contract = zero surprises.
7. Skipping the Contract Details
A proper contract protects both sides.
Make sure it clearly mentions:
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- Full scope & deliverables
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- Number of revisions included
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- Final ownership & usage rights of the video
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- Payment terms & milestones
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- Timelines and penalties (if any)
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- Extra charges for changes
Never start work without a signed contract.
The Road Ahead – Choose Wisely
Hiring the right video marketing agency can 10x your brand’s reach, trust and sales.
By avoiding these 7 common mistakes thoroughly checking portfolios, choosing industry-savvy partners, setting clear goals, valuing quality over price, defining KPIs, fixing timelines, and signing a solid contract you set yourself up for outstanding videos that actually deliver ROI.
Take the time to choose wisely. Your next video campaign deserves it.