You know the feeling. You pour your weekend, your creativity, and probably three too many cold brews
into crafting the “perfect” brand video. You upload it with the confidence of someone about to break the
internet… and then reality hits.
Twelve views. One pity-like from your mom. A single comment that just says “Nice!”
And suddenly, video marketing feels less like a strategy and more like emotional warfare.
Trust me, you’re not alone. Every brand hits this wall. Even good content can flop in a world where
audiences swipe away before the first beat drops. After years of helping teams transform their lukewarm
attempts into genuinely engaging campaigns, I can tell you this: the problem isn’t that you’re bad at
video marketing. It’s that the rules have changed, faster than most people realize.
Let’s break down why engagement is so hard right now, and how to fix it with tactics that actually move
the needle.
The Brutal Truth About Today’s Attention Economy
Attention spans used to be measured in minutes. Now it’s seconds, sometimes microseconds. You’re
competing with memes, celebrities, recipes, and rabbit-hole conspiracy theories. Engagement is no
longer a casual metric. It’s the heartbeat that determines whether your video marketing gains traction or
vanishes into the content abyss.
Most brands aren’t making bad videos. They’re just not making videos built for the world we live in.
The Triple Threat Killing Your Views
Problem #1: Attention Spans Are Basically Nonexistent
Humans clock in at an average attention span of eight seconds, shorter than a goldfish. Your video
marketing needs to hook fast or it’s over.
Problem #2: Everyone Thinks They’re a Video Expert
The volume of content is wild. Your competitors (and their teenagers) are pushing videos constantly. The
feed is noisy, crowded, and ruthless.
Problem #3: Fake Energy Repels Audiences
People can instantly spot corporate-speak or forced enthusiasm. Viewers want content that feels human,
not sanitized.
So how do you stand out? Let’s get into the tactics that consistently turn invisible brands into scroll-
stoppers.
Tactic #1: Stay True, Authenticity Wins (No, Really)
Drop the Corporate Mask and Show Your Face
People don’t connect with flawless production. They connect with honesty, personality, and imperfection.
Authenticity is at the core of effective video marketing, and audiences can feel the difference
immediately.
When we worked with Covercraft, the most engaging moments weren’t the polished beauty shots. They
were the real, everyday scenarios their customers deal with, like parents trying to save their car from
snack-time chaos. It felt honest and relatable. And viewers responded.
The Authenticity Playbook
? Skip the buzzwords and speak like a real person.
? Replace stiff talking points with honest opinions.
? Keep the accidents, the laughs, the behind-the-scenes weirdness.
? Tell your story, the real one, the imperfect one.
Authenticity builds instant trust.
Tactic #2: Real People Beat Stock Actors Every Single Time
Why Humans Trust Other Humans
Picture your feed. Which hits harder: a perfectly staged actor posing in a spotless kitchen, or an actual
customer sharing how your product saved their morning?
Exactly.
Real people naturally bring warmth, credibility, and nuance to video marketing. A small stumble, a
moment of laughter, a thoughtful pause, these micro-human moments create massive trust.
At Sparkhouse, unscripted testimonials consistently outperform polished, actor-led pieces. When you let
your people be themselves, viewers lean in.
Tactic #3: Comedy = The Ultimate Scroll Stopper
Laugh Your Way Into Higher Engagement
Humor lowers defenses, boosts shares, and gives your brand major personality points. A big portion of
top-performing video marketing right now includes playful elements, even in industries that aren’t
traditionally “fun.”
But alignment is everything. If you’re a luxury spa, dry humor or calm wit might fit better than full-blown
chaos. If you’re a casual consumer brand, go ahead and lean into the absurd.
The Comedy Sweet Spot
? Understand what your audience actually finds funny.
? Match humor to your brand’s personality.
? Keep it clean, clever, and shareable.
? Avoid forcing jokes; audiences always notice.
Relatable humor is one of the fastest ways to spark engagement.
Tactic #4: Go Where Your Audience Actually Lives
Platform-Specific Content Is Everything
Copy-pasting the same video everywhere is one of the quickest ways to lose engagement. Each platform
has its own rhythm, culture, and preferences. Strong video marketing respects the context.
The Platform Playbook
LinkedIn: Insightful, polished, value-driven.
TikTok: Creative, raw, trend-aware, personality-first.
Instagram: Visual, stylish, lifestyle-forward.
YouTube: Long-form storytelling, education, deeper exploration.
At Sparkhouse, we often shoot a hero campaign and build multiple versions tailored to each platform.
Same message, different style. That’s how you stay relevant everywhere.
Tactic #5: Context Is Everything (And I Mean Everything)
Tradeshow vs. TikTok: Two Completely Different Arenas
One-size-fits-all doesn’t work in video marketing. Where your content appears determines how it should
look, sound, and feel.
Tradeshow videos need bold imagery and clear messaging from across the room.
Social ads must win the scroll battle in milliseconds.
Email videos need quick value with frictionless clarity.
The Context Checklist
Before publishing, ask yourself:
? Where will this be watched?
? What mindset is the viewer in?
? What action should they take afterward?
? What else is competing for their attention?
Context shapes effectiveness.
How to Start Applying These Tactics (Without Losing Your Mind)
The Baby Steps Approach
Ease into these tactics with a simple plan:
Week 1: Audit your current videos.
Week 2: Choose one tactic to test.
Week 3: Make one new piece of content using that tactic.
Week 4: Review the results and adjust.
Small, consistent progress beats chaotic overhauls every time.
When to Call In the Pros
If you’re spending more time wrestling with editing tools than connecting with your audience, bringing in experts can free up your energy. It’s not about being incapable of DIY video marketing. It’s about putting your time where it matters most.
Your Turn to Make Them Stop Scrolling
The formula behind strong video marketing is simple:
Authenticity + Real People + Smart Humor + Platform Awareness + Context Clarity.
These aren’t hacks; they’re habits. Habits that build trust, spark engagement, and actually convert.
Now go create something people want to watch, not swipe past. The scroll never sleeps, and you’ve got
the tools to rise above it.
Author Bio
Torrey Tayenaka
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video
production company. He is often asked to contribute expertise in publications like Entrepreneur, Single
Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real
conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates
interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to
Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.