One of the biggest mistakes I see Lancaster PA businesses make is thinking too much about making their video and not enough about how it will be used.
I see it almost every time. They ask…
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- How much is it going to cost?
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- What’s your schedule like?
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- When can you have it done?
Those questions matter, but they may be short-sighted. Asking those questions causes problems that show up sooner or later.
Video should make your marketing easier, your message clearer, and it should help people understand who you are and why you are worth talking to. You shouldn’t be losing trust, clarity, or leads because of avoidable video mistakes.
And with the right approach, you won’t. Let’s dive in.
1. Ignoring How and Where the Video Will Be Used
One of the most common video mistakes I see Lancaster PA businesses make happens before a camera is ever turned on. The video is planned around the shoot, not how it will actually be used.
I see this a lot.
A business invests in video; the production is solid, and the editing is top-notch. They uploaded it to Youtube and hit publish. Then… crickets. They fail to ask the 3 questions that will make or break their video.
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- Who is it for?
- Where will it live?
- What part of your business is it supporting?
Video is not a one-size fits all… not by a long shot. A video on your website has a different job than a video on LinkedIn or Instagram.
A brand video is meant to create clarity and trust. A social media video is meant to feel human, authentic, and easy to engage with. When those differences are ignored, even good videos can fall flat.
This usually shows up in two ways:
Either a business ends up with a highly polished video that feels out of place on social media,
or they try to use a casual, off-the-cuff video as a first impression on their website which makes you look like a scam.
I have seen both scenarios create confusion and missed opportunities. You shouldn’t have a strong video that feels awkward when it gets posted. And with proper planning, you won’t.
Social media videos should look different on purpose. One assumption I see often is that all professional videos should look cinematic. And by cinematic, they mean perfect lighting, flawless audio, and carefully scripted messaging.
That approach has its place; social media is usually not that place. From my experience, overly polished videos can work against you on social platforms. It can feel like an ad, which creates distance.
When we plan social media videos, the goal is authenticity. It should feel real, and slight imperfections are not a problem. Actually, they often help.
These videos are designed to stop the scroll and build familiarity, not to explain everything at once.
Brand videos and website videos serve a different role. They are often the first serious impression someone has of your business. They need to feel intentional, clear, and they need to communicate professionalism.
The messaging is tighter. The visuals are more controlled.
The goal is trust and understanding, not just attention.
This is where we bring out the cinema cameras, lights, and the crews. When video is planned this way, the pieces work together instead of competing.
Don’t be disappointed if your brand video flops on social media; that’s not what it is for.
Another mistake I see is trying to make one video do everything, thinking it must build awareness, generate leads, and explain the process. It must answer every objection, prove credibility, and drive action. That is a lot to ask from one piece of content.
In practice, video works best when it supports different stages of the decision making process. Some videos introduce your business, others reinforce trust or show the process. Some help customers take the next step.
I created a video about the video sales funnel (above) showing how different types of video support awareness, trust, and conversion at different points. The idea is simple. When you know where a video fits, you know how it should be shot, how long it should be, and what it should say. You shouldn’t be guessing where a video belongs after it is finished.
And when you understand where it fits in your sales funnel, you won’t.
2. Skipping Strategy Before the Camera Turns On
Another common video mistake I see Lancaster PA businesses make is jumping straight into production:
We need a video.
We shoot a video.
We publish the video.
The problem is that video without strategy almost always creates disappointment later. I’ve said “no” to projects with big budgets because the business did not have a distribution plan. Adding it to your website and posting on social media is not a strategy.
A strategy clearly defines:
Who is this for? Where will it be used? What action is it supposed to support? How will we get the right audience to see it?
Without those answers, the video aims too broad and falls flat. It doesn’t get views, it confuses the audience, and it doesn’t lead to more sales. After these results, some give up on video as a marketing tool altogether.
You shouldn’t be guessing how to get the video out there. And with proper planning, you won’t.
Before filming, I want to understand:
Who is watching this?
What problem are they trying to solve?
What should they understand or do afterward?
I also want to know where the video will live.
Will it live on a website?
In a proposal?
On social media?
The answers shape everything. They influence how the video is written, shot, and how we edit it. When strategy is skipped, production decisions are made on autopilot, but when strategy is clear, the video has direction from the start. You shouldn’t be posting and hoping for the best.
And with the right strategy, you won’t.
3. Not Showing Real People, Real Work, or Real Processes
Another mistake I see often is hiding behind the brand.
Professional voice actor – check.
AI video – check.
Stock music – check.
They are safe; they also make the video feel distant.
People want to see who they are working with, they want to understand how things actually work. This is especially true for B2B and service-based businesses.
Trust really matters. When video avoids real people or real work, it misses an opportunity to build trust.
I understand the hesitation- not everyone is comfortable on camera. (Some in Lancaster PA avoid it for religious reasons and I get it.) Not every space feels camera ready.
But a professional video production company knows how to show your good side. Trust me. I’ve seen some pretty awful situations, like when the shop is a mess and the people are literally hiding in the corner to avoid the camera. But you would never guess it by the final results.
Showing real team members, real locations, and real processes creates confidence faster than polish alone. You shouldn’t feel like you need to hide who you are,
And with the right approach, you won’t.
4. Choosing a Video Partner Based Only on Price
Price is one of the first questions that comes up with video. That is normal.
Video production pricing in Lancaster PA can vary widely. And at first glance, you might think price = quality. The bigger the number, the better it will be.
But that is far from the case. What I see happen often is businesses comparing surface level details. Like day rates, equipment, and deliverables. Those are easy to compare, but they don’t tell the whole story.
The real cost of video shows up before, during, and after the shoot.
Does the video get views?
Does it connect with the target audience?
Does it build trust?
Does it support sales or marketing?
Was it a good experience for my team?
A lower priced video that misses the mark can be expensive in the long run; a higher priced video that never gets used is not valuable either. Value comes from clarity- clear messaging, clear purpose, and clear execution.
One of my clients has sold millions of dollars worth of projects from one testimonial video (below), actually from one shot in the video. (It might surprise you.)
What would that video be worth to you? What if I told you that if the budget was too low, that shot would not have happened? What if I told you that if the budget was too high, it would have felt forced?
But more important than the budget is aligning the right team and story to the goals you hope to achieve.
When looking for a video partner, don’t just look at the price. Ask about their process. Look at the results of their work. Talk with other business owners that have worked with them. That will help you get an accurate picture of the value they can provide. You shouldn’t try to save money on a video that costs you opportunities later.
And with the right partner, you won’t be left with something that looks good but does nothing.
5. Expecting One Video to Do All the Work
This mistake is easy to make, especially when the video feels like a big investment. There is pressure to make one video cover everything, and the result is usually a video that feels crowded with too much information and not enough clarity.
Video works better when it is focused.
A social media video introduces your business, a brand video explains your business and process, and a testimonial video builds confidence.
Each piece has a job. Together, they support the bigger picture. You shouldn’t expect one video to carry your entire message across all touch points. And when video is planned as a system, it won’t have to.
What Professional Video Production in Lancaster, PA Should Actually Do
Professional video production should do more than make things look good. It should create clarity, reduce friction, and help your business communicate more effectively.
At its best, a video production company acts as a guide- they help you clarify your message, recommend the right video types, and match the production style to the platform.
It should feel structured.
It should feel intentional.
And it should feel supportive.
You shouldn’t feel overwhelmed by the process. And with the right approach, you won’t.
Final Thoughts
Video should simplify your marketing, not complicate it. Pennsylvanian businesses shouldn’t be held back by preventable video mistakes, and with the right strategy and execution, video becomes a long term asset.
If you are considering video and want clarity before investing, a short strategy call can help determine what will actually work and what won’t. As the owner of a top video production company in Lancaster PA, I’ve helped hundreds of businesses create a video strategy that helps them grow.
