Avoidable Pitfalls for First-Time Advertisers
Producing a commercial for TV, CTV, or digital is a major step for many businesses. It’s exciting, but it can also be intimidating if it’s your first time. The good news: the most common mistakes made when shooting video commercials are entirely avoidable with thoughtful planning.
After years of working with organizations across Massachusetts and New Hampshire, Granite River Studios has identified seven pitfalls that often derail first-time shoots.
1. Underestimating Pre-Production
The biggest mistake is assuming the magic happens on set. In reality, pre-production — planning, scripting, scheduling, and alignment — is where most of the success is determined.
“Pre-production is where success happens. The shoot is simply the execution.” — Liam Roberge, Agency Growth, wedu
2. Ignoring Platform Requirements
Brands sometimes plan a single 30-second TV spot without considering how it will appear in vertical social formats or CTV placements. Planning for multiple formats early prevents headaches later.
3. Trying to Say Too Much
First-time advertisers often try to pack every detail into one spot. The best commercials focus on one clear, compelling message.
4. Not Preparing Talent
Whether you’re using employees or professional actors, people do better on camera when they’ve seen the script, understand the tone, and feel supported on set. This is probably one of the most common mistakes made during shoots for video production – the assumption people can be on-the-spot talent.
5. Overlooking Sound
Audio is one of the fastest ways viewers judge quality. Noisy locations, echoey rooms, or poorly placed microphones can undermine otherwise strong visuals. The commercial video mistakes list also includes this major detail – small sound effects. The tab of a soda can and the fizz that follows, the whirl and sound of city chaos, the nuanced paper shuffling… they all create an experience for the viewer.
6. Expecting to “Wing It”
Improvisation might work for one or two moments, but a full commercial shoot needs structure to stay on schedule and on budget.
“Professional production eliminates variables. We create an environment where creativity can thrive without chaos.” — Kent Rich, Director of Photography, Granite River Studios
7. Forgetting About Post-Production Requirements
Editing, color grading, sound design, and graphics take time and expertise. Underestimating post-production is a common misstep for first-time advertisers.
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