By: Charles Anderson

“Video is often the preferred medium by audiences everywhere,” says Pennant Co-Founder Tim Bradley. But, because it can be effective and people often like it as a way to consume information, he’s quick to qualify its power: “It can also contribute to the noise.”

And he’s right. While video has the potential to capture an audience’s attention and help move the needle toward a purchase decision, it’s also uniquely capable of turning people away. It may simultaneously create noise while also offering the ability to cut through it.

“There’s no silver bullet,” he continues. “Brands should focus their efforts on what the audience actually needs—not just what they feel like saying.”

On the Sales POP! podcast with John Golden, Tim breaks down a major issue in video marketing today: companies (and marketers in general) often have trouble seeing their brand through their customers’ eyes. And so, when they make videos, they tend to simply add to the noise rather than give their audience reasons to pay their valuable attention.

So, what’s the solution? A targeted, empathy-driven approach he calls the Video Marketing Trifecta™. According to him, this mid-funnel content can help cut through the noise and guide potential buyers toward a decision.

The Video Marketing Trifecta™: A Smarter Way to Influence Buyers

Bradley’s framework divides marketing videos into three strategic categories:

• Anthems – Aim to capture attention and create emotional connections.
• Explainers – Designed to simplify complex offerings and address pain points.
• Endorsements – Help build trust and credibility through real customer stories.

Each type can play a crucial role in moving prospects through the buyer’s journey. Here’s how they work:

Winning Hearts and Minds through ‘Anthems’

An anthem video should ideally sum up a brand’s core identity in 60-120 seconds. “It should aim to speak to the hearts of the audience,” Bradley explained. This isn’t about heavy product ads—it’s about building an emotional connection and showing what makes your brand different.

When done well, anthems may make people feel closer to the brand. They often highlight values, mission, and important strengths. Bradley warns that mixing product demos here could water down the message. A solid anthem video is short, powerful, and memorable—helping to lay the groundwork for trust and loyalty.

Addressing Pain Points with Precision through ‘Explainers’

Once viewers feel a connection to your brand, they often want more details about what you offer. That’s where explainer videos come in. Bradley recommends about 90 seconds. He explained that this length can help zero in on a customer’s biggest questions or worries.

A good explainer typically follows a simple structure: present the challenge, introduce the solution, and highlight the benefits. Bradley says these videos shouldn’t be lengthy how-tos but focused overviews that may push people closer to buying.

Building Trust and Credibility through ‘Endorsements’

Endorsement videos or testimonials can provide a final boost of confidence. Bradley stresses the need for honest, real stories. “Your audience can often tell how much care you put into these assets,” he stated. Instead of generic soundbites, brands should aim to share genuine experiences from satisfied clients.

Pennant Video takes this a step further, filming customers in their usual settings. This includes both an end-user’s perspective and a decision-maker’s viewpoint. Showing daily usage plus bigger-picture goals can make these endorsements more convincing, helping buyers see real-world value.

Why Video Matters More Now Than Ever

Bradley points out that video is playing a growing role in digital marketing. “AI and search algorithms appear to be prioritizing video content more than ever,” he noted. YouTube remains the world’s second-largest search engine, so strong video content could boost visibility and engagement.

Still, he warns against cheap or AI-made clips without solid planning. “Yes, you might find someone on a freelance site to make a video, but it’s the thought and planning that often make it effective.” A video’s quality can shape your brand’s image, so it’s ideal to keep it authentic and well-produced.

The Takeaway: Quality Over Quantity

Bradley’s main point is clear: video tends to work well when it’s meaningful and well-targeted. Don’t overload each piece of content. Instead, focus on delivering the right message to the right audience at the right time. His Video Marketing Trifecta™—anthems, explainers, and endorsements—can help guide viewers through every stage of the buyer’s journey.

For brands looking to elevate their marketing strategy, Pennant Video’s advice is clear: consider videos that tell a genuine story. In a crowded online world, clarity and authenticity are often what help you stand out.

Published by Stephanie M.