Why Good Content Isn’t Enough: What Really Determines the Impact of Videos

Companies invest a lot of time in developing their content. Messages are refined, arguments are carefully structured, and scripts are meticulously crafted. Behind this lies a widely held assumption: the better the content, the more successful the video.

However, this line of reasoning falls short.

Videos are not merely a medium for conveying information. They combine content with visuals, sound, rhythm, and staging, thereby appealing to multiple sensory levels simultaneously. As a result, their impact stems less from pure arguments and more from atmosphere, emotion, and the credibility of the people involved. It is the person in front of the camera who determines how a message is perceived and whether it comes across as authentic or not. It is crucial that the storytelling, content, and the person involved are a good fit.

From Content to Impact: A Shift in Perspective

This is precisely where my master’s thesis comes in. As part of a qualitative study, I analyzed the impact of different forms of content presentation on key value dimensions in corporate communications – including trust, reputation, and customer preference. The study was based on individual interviews as well as a group discussion in which participants compared various video formats.

A key finding: The impact of videos is largely shaped by the person delivering the content. It was not the content itself that had the strongest influence on perception and evaluation, but rather factors such as demeanor, authenticity, and clarity. Participants sometimes evaluated videos with similar messages in completely different ways – depending on who was in front of the camera and how the content was presented.

“Impact isn’t created by content alone – but by people who convey it credibly.”

Linus Burkel, Consultant at Mashup Communications

Trust is built through people, not through messages

This insight can also be explained theoretically. Trust, as a central objective of corporate communication, does not arise from information alone, but from credibility. And credibility, in turn, is inextricably linked to a person’s perceived authenticity and competence.

Videos amplify this effect because they convey immediate impressions through facial expressions, tone of voice, and presence. Within a matter of seconds, viewers decide whether to listen to a person – or not.

It’s not just about likability. What matters most is perceived authenticity. Content is most persuasive when it doesn’t come across as a memorized script, but rather as a credible, consistent presentation. At the same time, clarity plays a central role. Even complex content can be effectively communicated if it is explained clearly, accessibly, and in a way that is tailored to the audience.

The often-overlooked factor: Does the person fit the brand?

Another factor that is often underestimated is what is known as product or brand fit. The question is not just whether a person is persuasive, but whether they are a good fit for the brand, the product, and the target audience.

A person with strong communication skills can lose their impact if they are not grounded in the context. An overly informal demeanor may come across as unprofessional when discussing topics that require explanation or involve sensitive matters of trust, while an overly distant approach fails to connect with the audience when dealing with emotional content. Impact, therefore, always arises from the interplay between personality and context.

Product Fit & Authenticity – When Brand Ambassadors Are a Good Fit – or Not

Nike provides a successful example of strong brand fit with its “Why Do It?” campaign. Here, the protagonists aren’t simply used as familiar faces, but are portrayed as individuals who embody motivation, doubt, and personal drive. The ad tells a clear story about why people start in the first place, thereby tapping into a very human, emotional theme. This is precisely what creates a sense of connection: viewers recognize themselves in the story, understand the attitude, and associate it directly with the brand.

In contrast, the 2015 Mentos commercial featuring Borussia Dortmund and Kevin Großkreutz almost seems like a parody. The participants are forced into an exaggerated, implausible storyline that doesn’t fit with their image or the brand’s clear positioning. Instead of creating a sense of connection or enthusiasm, it tends to elicit cringe – and the commercial was, unsurprisingly, widely mocked.

Storytelling as a framework – not just a buzzword

In addition to the person, the way the content is structured also plays a crucial role. This is where storytelling comes into play – not in the sense of elaborately staged campaigns, but as a fundamental principle of conveying information.

People process information more easily when it is presented in a clear, logical structure: a starting point, a problem, a development, and a solution. This format provides context, improves comprehension, and helps ensure that the information is better retained. Without such a structure, even relevant information often remains abstract and difficult to grasp.

Where many companies go wrong

In practice, however, it is clear that many companies continue to focus heavily on optimizing content, while the selection and preparation of the speaker is less systematic.

Voice actors are often chosen based on their expertise or availability, rather than their communicative impact or how well they align with the brand. At the same time, there is a heavy reliance on carefully crafted scripts, which, while factually accurate, often come at the expense of naturalness and authenticity.

What this means in practice

The results show that a shift in perspective is necessary. Successful video communication should not be approached from the perspective of content alone, but rather as an interplay between the person, the content, and the structure.

In concrete terms, this means: carefully selecting the right people, ensuring they align with the brand, and developing a clear, coherent narrative structure.

Good content remains essential – it is the foundation of all communication. However, it only achieves its full impact when it is conveyed credibly, presented in an understandable way, and embedded in an appropriate narrative structure.

TL;DR

• Good content is necessary, but not sufficient
• The person in front of the camera has a decisive influence on trust and impact
• Authenticity and clarity are key factors for success
• The fit between the person, the brand, and the product is essential
• Storytelling provides structure and helps content resonate more deeply

For those who want to delve deeper into the topic of storytelling: In my video on data storytelling, I show how even complex numbers can be made understandable and memorable through moving images.