How to Keep Your Impact Videos Real: The Mistakes Nobody Talks About

Authenticity is the heartbeat of every real story. It’s what makes people feel connected, what builds trust, and what turns a viewer into someone who cares. But in the rush of production, many organisations unintentionally remove the very thing that gives their story power: realness.

After years of filming with NGOs across East Africa, I’ve seen how small choices can make a video feel staged instead of lived. Often it’s subtle. A repeated line. A polished shot. A rushed moment.

Here are five mistakes that quietly weaken authenticity, and how to avoid them;

1. Over-scripting real voices

Impact videos depend on real people. Their words, their expressions, their natural rhythm. But the moment you direct them like actors, the truth starts slipping away.

“Say this again.” “Look a bit sad.” “Walk this way instead.”

The second someone performs, the story becomes less theirs and more yours. And viewers feel that instantly.

What works instead: Give people space. Listen before you film. Let them speak in their own language and their own pace.

During our work with War Child in Nakivale, we let children speak freely, with a translator beside us. Their words were simple and unfiltered. Real emotion never needs coaching.

And yes, we keep the camera rolling a little longer than expected. That’s when the truth comes.

2. Over-polishing the visuals

Beautiful images can lift a story, but overly perfect images can also make it feel distant.When every shot is staged, slow, or stylised, the viewer stops feeling and starts analysing.

What works instead: Use natural light. Keep movements simple. Let tiny imperfections stay. Perfect images are not our goal. Honest images are.

We choose a clean, timeless style where the human moment leads, not the technique behind it.

Authenticity lives in texture, not perfection.

3. Using emotion without context

Some videos rely heavily on emotional music or sad imagery to trigger sympathy. But emotion without understanding becomes manipulation and people sense that quickly. Real connection comes from seeing people as whole human beings, not only their challenges.

Our approach: We show the full picture.Strength, humour, resilience, struggle, agency. Human first, challenges second. Trust the viewer to connect through truth, not through forced sadness.

4. Forgetting the process behind the camera

Authenticity is not only what you capture on screen. It’s how you show up before you even start recording.

Large crews, heavy equipment, strict schedules, or not taking time to connect can create distance. Even if the viewer can’t name it, they feel it.

What works instead: Small teams. Local crew. Time to settle in before filming. Listening, not rushing.

For some shoots, we spent the first hour just sitting with youth workers under a tree. Cameras still in the bags. When we eventually pressed record, the atmosphere was soft and open. You can feel that difference on screen.

The energy behind the camera always shapes what you see in front of it.

5. Treating authenticity as an aesthetic instead of a responsibility

Authenticity isn’t a style choice. It’s a promise.

Impact videos can raise funds, build trust, strengthen missions, and shift how people understand the world. But only when they stay honest.

This work carries responsibility. We tell stories that belong to real people with real lives, not characters in a campaign.

When you avoid these five mistakes, something powerful happens: People stop watching your video, and start feeling it.

Behind the scenes photo of Peace for Paul project in Jinja

If you want to create impact videos that stay honest

If you want films that listen before they speak and honour the real story, we’re always open to think with you. Whether you’re building a campaign, documenting a program, or want to translate a local story to a global audience, we can help.

Email: roos@storytovideo.nl Based in Kampala, Uganda

FAQ

Do authentic videos perform better in fundraising? Yes. Trust increases when stories feel real. Donors engage more when they sense honesty instead of performance.

Do you only work with NGOs in Uganda?We are based in Uganda and most of our filming happens here in East Africa. But our roots are split between Uganda and the Netherlands, and we still work with long term Dutch clients for editing, creative direction and remote productions. We are in the Netherlands a few times per year for selected shoots, depending on the project.

So whether your story lives in Kampala or Amsterdam, we can support you with a team that understands both worlds and brings them together on screen.

Can you make video production affordable for NGOs? We keep our footprint small and local, which allows us to tailor productions to nonprofit realities without compromising quality.