Tell us about a time when a video you thought would perform well didn't. What did you learn from that experience?

When I first started in marketing, I had this one campaign I was absolutely sure would crush it. The video was creative, visually captivating, and had what I thought was a perfect message. I even called it 'my masterpiece.' But when it went live, the results were... let's just say, humbling.

It flopped. Big time. The engagement was low, views barely trickled in, and conversions? Nonexistent. I was scratching my head, wondering, 'How could something so great fail?'

Turns out, I had completely missed the mark on understanding the audience’s behaviour on that platform. The video was way too long for a short-attention-span audience, and it didn’t have a strong hook in the first 3 seconds. Even the call-to-action was buried at the end.

What did I learn? That even the 'best' ideas need to be tested, tailored, and adapted to the platform and audience. Since then, I've always made sure to test variations of content, analyse audience trends, and stay grounded in what actually works rather than what I think will work.

It was a hard pill to swallow at first, but it’s the lesson that’s stuck with me and helped shape my approach to campaigns ever since.