Sometimes Content Fails
We made a hilarious promotional video that bombed. Here's what I learned about balancing experimentation with intentionality—and why every piece of content needs a clear purpose.
Our team conceived humorous promotional videos for our podcasting services, deliberately exaggerating industry clichés. The first concept juxtaposed poverty imagery with sad music before cutting to "save the world, start a podcast."
We thought it was hilarious. Everyone on the team loved it.
Then we posted it. And it bombed.
The Core Problem
Despite receiving positive feedback from colleagues, the video fell flat. I identified two critical failures:
1. Lack of Strategic Purpose
While I was giggling because I thought it was funny, I forgot about the WHY. The purpose should have been about promoting podcasting and potentially generating podcast clients. Instead, it was just... content for content's sake.
2. Missing Call-to-Action
The content lacked contact information or conversion mechanisms. Even if it had gone viral, it wouldn't have generated business leads. There was no path from "that was funny" to "I should work with these people."
The Lesson
Content creators must balance experimentation with intentionality. I advocate for consistent posting and video-first strategies, but every piece of content needs:
- A clear value proposition
- Contact pathways for interested viewers
- Connection to your actual business goals
If you aren't constantly telling people who you are, what you're about, how you can help them, and how they can get ahold of you—when they DO need your services, they will go somewhere else.
Not every piece of content will be a home run. That's fine. But every piece should at least point people in the right direction.
Founder & Executive Producer
Ryan Harper founded Harper Belmont Media to help executives, brands, and institutions build authority through high-trust video. With over a decade of experience in documentary-style production, Ryan leads HBM's creative vision and client strategy. He believes video is a public operating system—a strategic pillar that compounds trust over time.
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