3 Situations When You Shouldn’t Make a Video

As a video agency, it might seem strange for us to say this, but sometimes creating a video isn’t the right choice. Video can be incredibly powerful, but it’s not always the most efficient, cost-effective, or user-friendly way to communicate.

Production takes time, resources, and thoughtful planning. And if the medium doesn’t genuinely enhance the message, a video can end up getting in the way instead of adding value.

Here are three situations where you may want to pause before hitting “record.”

1. When Video Doesn’t Add Anything New

Great videos combine visuals, audio, text, and storytelling in a way that elevates the message. But if you’re simply trying to convert existing material—like turning a slide deck or long document into a video—you’re probably forcing the medium.

Ask yourself:

• Does video make this clearer?

• Does it make it more engaging?

• Would anything be lost if this remained text or images?

If the answer is no, then a video may not be the best tool for the job.

2. When Your Audience Needs to Skim or Jump Around

Not all information is meant to be consumed linearly. Long tutorials, technical documentation, and detailed product instructions often work better when the viewer can skim, search, or move at their own pace.

We’ve all been there—rewinding to rewatch a specific part, or speeding through slow sections. It’s frustrating, and it may cause your audience to miss critical details.

In these cases, text, diagrams, or step-by-step visuals will serve your audience better than a fixed-timeline video.

3. When You’re Unclear on the Goal

Video can promote, educate, inspire trust, or explain a process—but not all at once. Each video should have:

• One primary purpose

• One primary audience

• One clear call-to-action

If you’re trying to achieve multiple goals with one piece, you may end up with a video that feels unfocused and ineffective.

Instead, consider:

• A short video series

• Multiple variations with different CTAs

• Separate videos tailored to specific audiences

Clarifying the purpose before you start planning will save time, money, and creative headaches.

So… When Should You Make a Video?

Video shines when it does something other formats can’t—when you need emotion, personality, clarity, or visual demonstration. It’s ideal for:

• Showing real people on camera to build trust

• Explaining something that’s easier to see than read

• Adding storytelling or energy

• Personal introductions or brand transparency

• Communicating complexity with motion, animation, or real-world visuals

You don’t have to summarize everything in one video—focus on the parts that truly benefit from being told visually.

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