This article features our partner, Covalent, a Pittsburgh based video production firm specializing in compelling, human-centered storytelling through video. With expertise in video production, motion graphics, and visual storytelling, Covalent partners with brands to bring their narratives to life in ways that resonate deeply with audiences. They focus on authentic, impactful content that builds connections, drives engagement, and helps brands communicate their unique voice and values. Whether it’s through commercials, branded content, or corporate storytelling, Covalent’s team combines creativity with strategy to produce high-quality visual content tailored to each client’s goals..
Most brands use video to sell, but the real magic happens when video builds trust, educates, and engages. By leveraging content for every stage of the funnel, experimenting with authenticity, and pushing creative boundaries, you can transform video marketing from a mere sales tool into a powerful brand asset.
You know video is big. But here’s the catch: most brands are barely scratching the surface of what video marketing can do. Too often, video is used to push products or drive conversions, skipping over its power to connect, educate, and build genuine trust. Imagine if your videos weren’t just about the hard sell, but actually spoke to your audience’s curiosity, fears, and needs.
In this roundup of insights from a recent AMA Pittsburgh Coffee Connections, Nick Buchheit with Covalent, a Pittsburgh based video production firm, led a very engaging discussion of strategies top brands are using to make their videos go further.
From knowing when to trade polish for authenticity to building audiences by thinking beyond clicks, these tips will help you approach video marketing in a way that resonates—and, ultimately, converts.
The Underutilization of Video in Marketing
- Despite its potential, video marketing is often underused, with brands not fully leveraging its ability to engage audiences beyond sales-driven content.
- Most video content tends to focus on product or service promotion rather than educational or awareness content, which can build trust and loyalty over time.
Examples of Successful Video Strategies
- Duolingo: Creates educational and awareness content that focuses on language learning without hard selling. Their success stems from content that subtly integrates brand values while educating viewers.
- Rosetta Stone: Adapted its video strategy from traditional TV advertising to more contemporary models that include consideration-stage content, offering value through tips and language-learning insights rather than direct promotion.
Stages of the Sales Funnel and Content Strategy
- Successful video marketing often involves creating content tailored to different stages of the sales funnel—awareness, consideration, and decision.
- For example, Duolingo and Rosetta Stone develop educational content for the awareness stage, providing valuable information that engages users without overtly selling their product.
- Later stage content, such as decision-stage videos, can incorporate promotional material but still focus on building trust.
Experimentation and Testing
- Nick emphasized the importance of experimentation in video marketing. Brands should not be afraid to test different formats, messaging, and creative approaches to find what resonates with their audience.
- A/B testing is crucial for fine-tuning messaging, creative formats, and audience targeting.
- A good example discussed was Godaddy Pro, where different video series were created to engage niche audiences. Through testing, they significantly increased their brand affinity and subscriber rates.
Challenges in Measuring ROI for Video
- Measuring the return on investment (ROI) for video marketing can be challenging, especially when balancing brand-building content with conversion-focused content.
- One challenge mentioned is the difficulty of convincing leadership to invest in top-of-funnel video content that doesn’t directly lead to conversions but builds long-term trust and awareness.
Building an Audience on Platforms Like YouTube
- Consistency is key when building an audience on platforms like YouTube. Brands should stick to a long-term strategy, continually producing content even if results aren’t immediate.
- Thumbnails, titles, and content structure play a significant role in driving views and engagement. Nick advised experimenting with these elements to improve results.
- Storytelling remains central to good video content, whether for educational or promotional purposes. Understanding how to craft a narrative that resonates visually is different from writing a blog or newsletter.
Authenticity in Video Content
- Authenticity is particularly important in early-stage funnel videos. Rather than aiming for high production value, brands can focus on delivering relatable, conversational content that builds rapport with the audience.
- While high-quality production is necessary for certain types of content, user-generated or informal video styles can perform well if they align with the brand’s voice and audience expectations.
Balancing Brand Voice with Audience Expectations
- Marketers often face the challenge of balancing a brand’s established voice with the need to capture attention in an increasingly noisy digital landscape.
- The discussion emphasized that brands must be willing to push boundaries, experiment with tone, and sometimes step outside their comfort zone to cut through the noise and engage viewers.
