Why So Many Business Videos Are Bad – And How to Fix It

Video is everywhere. Businesses know they need to create it. Marketing teams are under pressure to deliver it. And yet, most videos we see? They're not great.

We’re talking about videos with:

• Bad lighting that makes people look like ghosts or silhouettes.
• Weird, off-balance framing that distracts from the message.
• Stock footage that has nothing to do with the brand.
• Pixelated, low-quality visuals that scream last-minute project.
• Audio that sounds like it was recorded inside a wind tunnel.
• Messy backgrounds that make the video feel unpolished.

As a video production agency in London, we’ve seen it all. And while the DIY approach can be tempting—it’s fast, it’s cheap, and it feels easy—bad video can actually do more harm than good. If your content looks unprofessional, people won’t just ignore it. They’ll start questioning your credibility.

The good news? These problems are 100 percent fixable. You don’t need to become a cinematographer overnight, but you do need to understand the fundamentals of good video production.

Why Poor Video Quality is a Brand Killer

First Impressions Are Everything

When someone watches your video, they’re making an instant judgment about your brand. If your video looks sharp, professional, and engaging, it builds trust. If it looks thrown together, it suggests a lack of attention to detail.

If you wouldn’t show up to an important meeting in a wrinkled shirt and scuffed shoes, why would you present your brand with a video that looks equally unpolished?

Low-Quality Video Undermines Your Message

A lot of brands focus on what they want to say in their video, without considering how they’re saying it. The truth is, no one is listening if the production quality is bad.

Muffled audio, shaky camera work, and harsh lighting all create unnecessary distractions. The best videos don’t just communicate a message—they create an experience. If people have to work hard to hear, see, or even focus on what’s being said, they’ll move on.

Bad Video Can Hurt Your Marketing Efforts

Social platforms prioritise content that keeps people engaged. High-quality videos tend to get more reach, more shares, and more watch time. Low-quality videos? The algorithm buries them.

A well-produced video keeps people watching. A bad one makes them scroll past in seconds. And if you're investing time and money into video marketing, you need that content to work as hard as possible for you.

How to Fix Bad Video Content

Get The Lighting Right

Lighting is one of the biggest differences between an amateur video and a professional one.

• Natural light is your best friend—film near a window if possible.
• If indoors, use soft lighting to avoid harsh shadows. Overhead office lighting is rarely flattering.
• Avoid backlighting. If the brightest light source is behind the subject, they’ll appear as a silhouette.

Professional lighting equipment makes a huge difference, and a video production agency in London will always bring the right setup to ensure a polished, professional look.

Frame Your Shot

Framing isn’t just about pointing a camera in the right direction—it’s about crafting a shot that feels intentional, balanced, and visually compelling.

A rushed setup leads to awkward compositions, distracting elements in the background, and an overall lack of polish. At Make Human Film, our video production crew takes the time to frame every shot correctly, ensuring the final video looks professional and engaging.

We consider everything in the space before hitting record:

• The room layout—making sure no distracting objects pull focus.
• The corners and lines—ensuring symmetry and balance.
• The windows and reflections—adjusting angles to avoid glare or unflattering backlighting.
• The camera height—setting it at eye level for a natural, comfortable perspective.

Before filming, we always have someone sit in so we can check the framing on the monitor. This allows us to fine-tune every detail, ensuring the shot looks as polished as possible.

A properly framed shot doesn’t just look good—it makes the viewer feel more connected to the subject. That’s the difference between a video that feels professional and one that looks thrown together.

Prioritise Sound Quality

Bad audio is the number one reason people stop watching a video. Poor visuals might be forgiven, but if someone can’t hear what’s being said, they won’t stick around.

• Use an external microphone instead of relying on the camera’s built-in mic.  
• Record in a quiet space. Background noise can be hard to remove in post-production.
• If you’re recording in an office, turn off anything that hums or buzzes—air conditioning, fans, and even some lights can interfere with sound quality.

A professional video production company in London will use high-quality microphones and soundproofing techniques to eliminate unwanted noise.

Choose the Right Background

Your background should support the message, not compete with it. A cluttered, distracting space can make a video feel chaotic, while a well-thought-out background adds depth and visual interest.

At Make Human Film, we don’t just think about what’s behind the speaker—we intentionally design the shot to ensure the background enhances, rather than detracts from, the message.

Here’s what we consider when setting up a background for filming:

• Clean, purposeful backgrounds – A tidy, neutral space works best for interviews or corporate videos. Avoid messy desks, distracting posters, or personal items that draw attention away from the speaker.
• Branded elements – If the video is for a business, a subtle company logo or relevant workplace setting can reinforce brand identity without feeling forced.
• Avoid high-traffic areas – A background with people constantly walking through will feel chaotic and distracting.

Using Depth of Field for a More Cinematic Look

One of the biggest differences between a high-quality, professional video and a standard office recording is depth of field—essentially, how much of the background remains in focus.

When everything in the frame is sharp and clear, the viewer’s eye can wander, making it harder to focus on the subject. When the background is slightly blurred, the speaker stands out, creating a more polished, cinematic feel.

• A shallow depth of field (achieved by using a lower f-stop on the camera lens) keeps the subject in sharp focus while softening the background.
• A deeper depth of field (higher f-stop) keeps both the subject and background in focus, which works well when you want to showcase an environment, such as a busy office or production space.
• Lens selection matters – We often use prime lenses with a wide aperture (like f/2.8 or lower) to achieve a professional, soft-focus background.

By carefully selecting backgrounds and controlling depth of field, we create a visually engaging shot that looks clean, modern, and professional—something that instantly elevates production value and makes a video feel more high-end.

This level of detail is what sets professional video production agencies in London apart from DIY videos. Small adjustments in camera settings, lens choice, and positioning can make a huge difference in how polished and engaging a video feels.

When filming with us, we ensure that every frame is considered, from background design to depth of field, so your video looks as sharp and professional as possible.

Avoid Overused Stock Footage

Stock footage has its place, but it should never feel forced or irrelevant. Nothing kills authenticity faster than using generic, unrelated clips to fill space.

If your video talks about innovation but shows a generic handshake, it feels disconnected. If you’re showcasing company culture and use stock footage of an office that looks nothing like yours, the audience will notice.

Whenever possible, invest in original footage. Custom visuals create stronger connections with your audience and make your content more memorable.

6. Edit for Engagement

Editing isn’t just about cutting clips together—it’s about crafting a seamless, engaging experience.

• Keep the pace dynamic. Long, uncut shots can make videos feel slow and unpolished.
• Use jump cuts strategically to remove filler words and keep energy levels high.
• Add captions. Most social media users watch videos on mute, and captions improve accessibility.

Professional post-production can transform raw footage into a polished final product. A full-service video production company in London will handle editing, color correction, motion graphics, and sound design to ensure the highest quality output.

Final Thoughts: Invest in Video That Works

Bad video doesn’t just go unnoticed—it actively damages your brand’s credibility. But with the right approach, video can be one of the most powerful tools in your marketing arsenal. From lighting and framing to sound and storytelling, every detail matters in creating high-quality, engaging content that actually drives results.

Why Choose MHF Creative Video Production Agency

At Make Human Film, we specialise in creating high-quality, people-first video content that feels authentic, engaging, and strategically crafted to drive results. We don’t just press record—we design every shot with intention, considering lighting, framing, depth of field, and audio to ensure a polished, cinematic finish.

Unlike cookie-cutter production agencies, we take the time to understand your brand, your audience, and your goals. Whether it’s a corporate interview, brand film, or social media content, we bring a mix of storytelling, creativity, and technical expertise to make every video stand out. If you want video that’s not just watchable but memorable and effective, we’re the team for you.