Why Generic Messaging is the Death of Great Video

If your video could apply to anyone, it resonates with no one. That’s the problem with broad messaging—it floats. It doesn’t connect, it doesn’t stick, and it doesn’t convert. The most effective videos feel personal. They speak the language, fears, and aspirations of one specific viewer—the one you actually want to reach.

It’s not about making your audience smaller. It’s about making your message sharper. When someone sees themselves in the first few seconds, their attention shifts. Curiosity rises. They lean in, not out. That’s where real engagement starts.

In our process, we help you drill down to the core: Who are you trying to move? What do they need to hear? What do they care about? We use that as the backbone of every frame, every line of dialogue, every beat of the story.

So next time you’re planning a video, don’t ask how many people you can reach. Ask who needs to hear this—and speak directly to them.