5 COMMON MISTAKES WHEN SHOOTING PRODUCT VIDEOS FOR TIKTOK & INSTAGRAM

TikTok and Instagram are among the most powerful platforms for brands to reach customers through short-form video content. However, many product videos fail to deliver results -  low views, weak engagement, and poor conversion - despite being carefully produced.

The problem is not the platform itself, but common mistakes in the way product videos are planned and filmed. Below are the five most frequent issues that M&M Communications encounters when consulting with brands.

1. No Hook in the First 3 Seconds

On TikTok and Instagram, viewers decide whether to keep watching within the first 2–3 seconds. A video without an immediate hook will be skipped instantly.

Common mistakes:

• Slow or unclear openings

• Showing the logo too early

• Lack of motion or curiosity-driven moments

Solution:

• Start with the most eye-catching scene

• Highlight a problem or key benefit upfront

• Use dynamic movement or creative camera angles

2. Shooting Horizontal Instead of Vertical

TikTok and Instagram Reels are optimized for vertical (9:16) videos. Horizontal videos often:

• Get cropped

• Appear smaller on screen

• Deliver a poor viewing experience

Common mistakes:

• Reusing videos made for TVCs or YouTube

• Ignoring mobile-first composition

Solution:

• Shoot vertically from the beginning

• Keep products and actions centered

• Leave space for text overlays and CTAs

3. Poor Lighting – Dark and Dull Footage

Lighting plays a crucial role in making product videos look professional and appealing.

Common mistakes:

• Shooting in low-light environments

• Harsh direct lighting creating strong shadows

• Mixing warm and cool light sources

Solution:

• Use natural light or soft LED lighting

• Position lights at a 45-degree angle

• Maintain consistent color temperature

>>> 5 Camera Angles To Make Your Product Videos Look As Professional As Commercials

4. Videos That Are Too Long and Unfocused

Despite being short, many product videos try to include too much information, causing viewers to lose interest.

Common mistakes:

• Showcasing too many features at once

• No clear highlight or climax

• Lack of structure

Solution:

• Focus on one key message per video

• Ideal length: 6–15 seconds

• Break content into multiple short videos

5. No Clear Call-To-Action (CTA)

A visually appealing video without a clear CTA rarely drives conversions.

Common mistakes:

• Not guiding viewers on what to do next

• Weak or unclear CTAs

• Focusing only on visuals, ignoring sales objectives

Solution:

• Use short, direct CTAs: “Learn More,” “Shop Now,” “Message Us”

• Place CTA at the end or throughout the video

• Combine text, voice-over, and visual cues

M&M Communications – Optimized Product Video Solutions for Social Media

At M&M Communications, we don’t just create beautiful product videos. We:

• Develop scripts optimized for TikTok & Instagram

• Design strong hooks for the first 3 seconds

• Optimize lighting, framing, and editing rhythm

• Ensure videos align with audience behavior and business goals

Conclusion

Product videos on TikTok and Instagram don’t need to be complex — but they must be platform-optimized, audience-focused, and goal-driven. Avoiding these five common mistakes will help your videos increase engagement, retain viewers, and drive better sales performance.

Contact M&M Communications today for professional product video production optimized for TikTok & Instagram.

>>> 7 Hot Short Product Video Types On TikTok & Instagram