If your MarketScale video score is sitting in the twenties and you're not sure why, the answer is almost always the same. The platform's scoring model rewards specific qualities, and the videos that hit them score in the eighties. Here's what the five score factors actually measure and how to raise the score on your next video.

A subject matter expert on camera teaching something scores higher than the same content delivered as voiceover over stock photos. The platform reads a real human face explaining a real idea as the higher-value format because audiences do. The fastest way to lift a low-scoring video is to add a face to it. Same content, different score, because the format changed.

Polished voiceover with corporate cadence scores below natural, conversational speech from a real team member. Audiences read corporate cadence as advertising and the score reflects that. A team member saying something in their own words, even imperfectly, scores higher than the perfect voiceover version of the same line. Voice is part of what the audience trusts.

Videos that have a clear point of view and a clear audience score higher than videos that try to cover everything. If the video looks like it was made for one specific audience with one specific takeaway, the score reflects that focus. Sprawling videos that try to be all things to all viewers score in the middle at best. Pick a lane before you record.

A two-minute static shot of one person scores below a video that cuts between the speaker, B-roll, screen captures, and supporting visuals. Movement keeps the eye engaged. The fix isn't expensive production. It's adding three or four cutaways across a two-minute clip so the visual changes alongside the audio. Editors do this automatically when the source material includes B-roll.

Tight cuts, clean pacing, and good audio mixing lift the score the same way they lift audience engagement. Long pauses, breath-takes left in, and rough audio drag scores down. The editor's craft is doing real work here. Submit content with a clear brief on pacing and the editing technique factor takes care of itself.

Pull up a recent video with a low score in MarketScale. Identify which of the five factors it missed (face on camera, authentic voice, intentionality, dynamic visuals, editing). Pick one to improve on your next request. Add a face to the next voiceover piece. Ask the contributor to speak in their own words. Cut a sharper brief. Watch the score climb piece by piece.