Why Most Business Videos Feel Generic — And How to Fix It Fast

Jul 14

Written By Andrew Rape

Most Business Videos Feel the Same. That’s the Problem.

You’ve seen it before:

The slow motion coffee pour.
The smiling handshake.
The same voiceover: “At [Company Name], we care about our customers…”

It’s not bad. It’s just forgettable.

And in a market where attention is currency, forgettable is fatal.

At HRZN, we don’t just avoid generic—we design content that demands attention, triggers emotion, and makes people remember your brand.

What Makes Video Feel Generic?

Generic content isn’t always low-quality. In fact, a lot of it is technically clean. But it fails because it’s:

Too safe — no emotional stakes or bold creative choices
Visually flat — overexposed, static, or lifeless framing
Predictable — same edit tempo, same stock music, same transitions
Detached — it doesn’t feel like you, it could be any brand
Lacking POV — there’s no story, no voice, no edge

When content checks all the “safe” boxes, it ends up checking none of the right ones.

Why Generic Content Costs You More Than You Think

It doesn’t get shared
It doesn’t increase perceived value
It doesn’t create brand distinction
It doesn’t drive ROI

That means you’re spending time, money, and attention on content that adds zero brand equity—which is worse than doing nothing at all.

How to Fix It — Fast

At HRZN, we reframe the entire approach:

1. Anchor Everything in Emotion

We don’t just ask what your business does—we ask what people should feel when they interact with it. Content should provoke a response.

2. Break the Template

If it looks like a thousand other videos, it’s useless. We use cinematic techniques to disrupt expectations and elevate aesthetic.

3. Use Real Texture

Mic’d sound. Real environments. Natural light and shadow. Custom color grades. People feel authenticity more than perfection.

4. Inject a Point of View

What do you stand for? What do you believe? Why now? We bake that into the tone of the content so your brand stands out as a brand, not just a business.

5. Design for Scroll-Speed

Every second has to carry weight. There’s no space for filler. Our edits are cut for impact-per-frame.

You Don’t Need More Content. You Need Better Content.

Generic content is a liability. It waters down your brand.
Strategic, cinematic content becomes a visual asset that drives growth.

If your current video doesn’t stop people in their tracks, it’s not working.

Let’s change that.

Contact HRZN: contact@hrzncreative.com
Website: www.hrzncreative.com

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Andrew Rape