Why Video is Still Underused by Major Brands (And How to Fix It)

It’s 2025, and you’d think that every major brand would have a video team on speed dial.

They don’t. There are many Fortune 500 companies that haven't produced at least one marketing video in years.

Despite all the data showing that video drives engagement, builds trust, and increases conversions, most large organizations still treat video like it’s a special event - something to pull out once a year for a product launch or company update. And when they do use video, it’s often done in silos, without a plan, and without any real connection to their marketing goals.

We see this all the time in our work at The Idea Studio, an Atlanta corporate video production agency that specializes in helping growing brands produce smarter, more consistent, and better-looking content.

So why is video still underused by big organizations? And what can be done about it?

Let’s break it down.

1. Video Feels Big and Expensive

Many marketing leaders still associate video production with bloated budgets, huge crews, and long timelines. That may have been true 10 years ago, but it’s not the case anymore.

The tools are more accessible. The workflows are smarter. A good agency (👋 hi) knows how to scale a project up or down based on need, and deliver something professional without blowing up your calendar or your budget.

2. No One Owns It Internally

In a lot of big companies, nobody really owns video. It doesn’t always fall under the brand team, the content team, or the digital team. Sometimes it’s an intern. Sometimes it’s the CEO.

This leads to disjointed content and missed opportunities.

Smart companies fix this by identifying a point person. It could be a producer, a marketer, or even an outside partner like us - who owns the why, what, and how of each video initiative.

3. They Think Every Video Needs to Be a Blockbuster

Not every video needs to win a Clio Award.

Some of the best-performing business videos we’ve made are short explainers, product demos, or animated how-tos. In fact, most of the content your audience actually watches isn’t "viral” ... it’s helpful, relevant, and repeatable.

Consistency beats spectacle, every time.

4. The Workflow Isn’t Built for It

This is a big one. A lot of agencies and corporate teams simply don’t have a good process for video. So this makes each project a reinvention of the wheel. That’s where we shine.

We bring not just creativity, but structure - a clear, repeatable process that guides our clients from discovery to delivery with the least amount of friction. Whether it’s live action, 2D/3D animation, or a hybrid, we know how to build a team around your goals and get things done with quality and efficiency.

5. They Think AI Is Going to Do It All

This one’s recent, and understandable. Generative AI is changing a lot. But the idea that AI can fully replace business video production is a trap.

Here’s the reality:

• AI tools can help ideate and script faster. But someone still has to guide the voice, tone, and strategic purpose.

• AI can generate visuals, but usually not in a way that aligns with your brand or messaging.

• Corporate video requires intra-company collaboration. It’s not just production, it’s process.

• Most importantly: AI doesn’t handle feedback cycles, legal reviews, or client nuances. That’s human.

So yes, AI can help make the process more efficient. But it’s not doing the heavy lifting. You still need professionals who understand how to align video with business strategy.

How to Start Using Video the Right Way

Here’s what we suggest to every corporate client we work with:

• Start small. A short overview, product piece, or animated explainer is a great first step.

• Be clear on the goal. What do you want the viewer to do?

• Work with pros. You don’t need a massive budget, but you do need people who know what they’re doing.

• Commit to the process. The right team will bring a roadmap, not chaos.

The Bottom Line

Video shouldn’t be a one-off. It should be part of your marketing system. Whether you’re rolling out a new product, training your team, or explaining what makes your company different, a smart, well-produced video can do the job better and faster than almost anything else.

If your brand is still dipping its toe in the water, we’re here to help you dive in the right way.

Reach out to us today to start a conversation.