We see it all the time: brands spend big money making videos that look amazing but nobody watches. They get everything perfect—the lighting, the cameras, the sound. Still, the views barely tick up. After creating shows for top brands, we've noticed something that challenges conventional thinking: making a video look expensive isn't what makes people want to watch it.

Think about what keeps you glued to your favorite shows and creators. It's not their production value—it's how they make you feel, what they teach you, or how they pull you into their world. Teams spend weeks planning the perfect shoot but only hours thinking about story and substance. And today, your brand isn't just competing with other companies' videos. You're competing with every show, creator, and series your audience could watch instead.

Here's what actually makes people watch:

1. Create an emotional connection

Watch any hit show or popular YouTuber. People don't tune in for perfect production—they come back for personalities they connect with. Yet most brands use hosts like they're casting commercials, focusing on polish instead of authentic connection.

2. Surprise your audience

Most brand videos look identical: office interviews, motion graphics, and scripted product stories. Successful creators ask a different question: "What would make our audience actually look forward to watching this?"

3. Make it character-driven

Think about your favorite TV show host or YouTuber. You watch them because they feel real—like someone you'd want to hang out with. Most brands do the opposite, picking hosts who may look perfect but don’t show up as themselves. And here's something important about today's audiences, especially in an intimate medium like podcasting: they can tell what's fake from a mile away.

4. Turn viewers into fans

Netflix changed TV by understanding one thing: how to make people come back for more. Smart brands do the same by creating:

• Stories that hook you into the next episode

• Characters who grow and surprise you

• Moments that reward regular viewers

• Endings that make you eager for more

5. Real is better than perfect

After studying hundreds of brand videos, we've learned: real moments beat perfect scripts every time. This means:

• Natural conversation over rehearsed lines

• Authentic reactions over polished takes

• Real personality over corporate polish

What this means for marketing leaders

Success isn't about bigger budgets. It's about a different mindset:

• Choose connection over perfection

• Pick authentic hosts over polished presenters

• Create anticipation, not just content

Remember: when people can watch anything, they pick content that makes them feel something. That comes from real connection, not perfect production. That's what turns viewers into fans.