#1 – Creating One-Size-Fits-All Videos

The most frequent mistake we encounter is organizations creating a single video and using it across all channels and audiences. While this approach seems cost-effective, it actually diminishes impact and engagement. 

The Reality: A compelling video for Hill staff requires different elements than one targeting association members or social media audiences. For example, a 30-second data-driven video with legislative stats and polling insights might work for Capitol Hill briefings, while an emotional member story will be far more effective for grassroots mobilization.

The Fix:

• Develop modular content that can be easily adapted and remixed depending on your needs.
• Create multiple versions optimized for different platforms – extra points if you use automation to do this at scale.
• Adjust length and messaging for specific audience needs.

Practical application: A trade association advocating for new regulatory policies can create a single core video, then adapt it into short-form clips tailored for legislative staffers, media outreach, and grassroots mobilization.

Style frame from our “In Short” Series with the Center for a New American Security

#2 – Waiting Too Long to Start Production

Many teams only begin video production after their message and strategy are “perfect.” But in the policy world speed wins and waiting for perfection often means missing opportunities. 

The Reality: Legislative priorities can shift quickly, and opportunities for influence are often time-sensitive. A good video released at the right moment is more valuable than a perfect video that’s too late. The ability to turn around video quickly can be the difference between shaping policy and missing the window.

The Fix:

• Create plug-and-play video templates that allow for rapid content creation.
• Maintain a library of pre-shot footage and graphics that can be remixed for quick-turn videos.
• Establish rapid approval processes to avoid stakeholder slowdown.

Practical Application: A coalition advocating against a last-minute amendment in a key bill could use pre-approved script templates and stock footage to release a rapid-response video within 24 hours, ensuring they influence the debate before the vote happens.

An excerpt from our project with The National Academies

#3 – Overlooking Mobile Optimization

Despite most stakeholders consuming content on mobile devices, many public affairs videos are still designed for desktop viewing—or worse, for big-screen presentations. The result? Engagement drops, and your message gets lost.

The Reality: Congressional staff, association members, and key stakeholders increasingly rely on mobile devices for content consumption. If your video isn’t optimized for mobile, it’s likely getting ignored.

The Fix:

• Use large, readable text for key messages, ensuring clarity on small screens.
• Keep videos short and engaging, with the most important information upfront.
• Design for sound-off viewing by incorporating captions and on-screen text.
• Ensure content is mobile-native, including vertical video formats for social platforms.

Practical Application: A government relations team launching a social media campaign about infrastructure funding could create a series of 15-second vertical videos with bold text and captions, making the content digestible even for viewers scrolling without sound.

#4 – Neglecting Distribution Strategy

Too often, public affairs teams focus entirely on production while treating distribution as an afterthought. Even the best video is worthless if it doesn’t reach the right audience at the right time.

The Reality: Different stakeholders consume content in different ways. Hill staffers prefer email briefs and LinkedIn, while grassroots supporters engage more on Twitter/X, BlueSky, and Instagram. Failing to plan distribution upfront often results in videos getting minimal engagement.

The Fix:

• Map out distribution channels before production to ensure the right audience sees the content.
• Create platform-specific versions (e.g., short-form for social, longer for email/newsletters).
• Develop a promotion strategy, including email outreach, paid ads, and influencer partnerships.
• Track engagement metrics to refine future distribution strategies.

Practical Application: A lobbying firm advocating for clean energy tax credits could embed short, data-driven video clips in an email campaign targeted at congressional staffers, ensuring the right decision-makers see the key points directly in their inbox. At the same time, they could embed those same clips into vertical hosted shorts on TikTok to reach grassroots advocates.

#5 – Failing to Measure Impact

Many organizations judge video success solely by views and likes, ignoring the deeper engagement metrics that actually matter for public affairs goals.

The Reality: In public affairs, awareness isn’t enough—success means moving stakeholders to action. Organizations that don’t track key performance indicators (KPIs) like policy engagement, site traffic, and advocacy conversions risk spending on video without understanding its real impact.

The Fix:

• Define success metrics upfront (e.g., meeting requests, sign-ups, policy mentions).
• Use tracking tools to monitor viewer behavior and engagement (e.g., video completion rates, email click-throughs).
• Connect video engagement to advocacy outcomes (e.g., calls to action, petition sign-ups, legislative traction).
• Adjust video strategy based on real data, not just assumptions.

Practical Application: A nonprofit advocating for veterans’ benefits could track how many lawmakers’ offices viewed their video explainer and follow up with personalized outreach, ensuring the content drives real policy conversations rather than just accumulating views.

A still from our work with the U.S Chamber of Commerce

Moving Forward

Effective video strategy in public affairs requires a comprehensive approach that considers audience needs, timing, optimization, distribution, and measurement. By addressing these common mistakes, organizations can significantly increase their video content’s impact and ROI.

Want to see how top public affairs teams are using video to influence policy and drive action? Download our Public Affairs Video Template below or schedule a strategy session with our team today.