In a world bombarded with content, attention is the new currency, and video is one of the fastest ways to earn it. While the average scroll-stopping video might win a glance, few videos build trust, create emotional resonance, and drive meaningful action.
The secret? Connection.
Whether it’s a 15-second clip on social media or a long-form brand story on your homepage, video gives your business a powerful way to build trust, show personality, and move people to action.
What Video Trends Are Working Now?
In the age of digital engagement, video habits—and viewer expectations—are evolving. Brands that are thriving in this space are the ones embracing:
- Short-form storytelling
Platforms like Instagram Reels, TikTok, and YouTube Shorts favor content that gets to the point quickly. Viewers decide in the first 3 seconds if they’ll keep watching. Brands that can capture attention and deliver value fast are winning. - Behind-the-scenes and “imperfect” content
Audiences are gravitating toward real, relatable moments. They want to see the people behind the brand. Think less polish, more personality. - Educational explainers
When you teach your audience something helpful—how to do something, why it matters, or what makes it different—you position your brand as a trusted guide. - Customer-centric testimonials
People trust people. And hearing real customers talk about how your product or service helped them is often more convincing than any pitch you could write.
Across all formats, the best-performing videos are clear, human, and authentic. They don’t try to impress—they connect.
Should You Script? Absolutely.
You want to sound natural on camera, but “winging it” doesn’t usually get you there.
The best video scripts don’t feel scripted—they feel like you, only more focused, intentional, and confident.
Working with a scriptwriter ensures that:
- Your message is clear, concise, and compelling.
- Your video has a beginning, middle, and end that flows.
- You don’t leave your audience confused or disengaged.
Even informal videos benefit from a light script or outline. It’s not about acting—it’s about making every second count.
Batching: Smarter Video, Less Stress
Speaking on making every second count—here’s the smartest move your brand can make: batch production.
Instead of filming one video at a time, plan a shoot day where you capture multiple pieces of content in one go.
With the right prep work, you can walk away with:
- A long-form brand video
- Multiple clips for social media
- Customer testimonials
- Product demos
- Behind-the-scenes moments
Wouldn’t you love to get all of that in one session?
Even better, the Drum Creative team can script and film your long-form video to be broken into micro-content. We can help you produce videos in a way that makes it easy to pull out short, stand-alone clips—so your content lasts longer and stretches further.
Batching doesn’t just save time and money. It also gives your brand consistency across platforms, which builds trust and credibility with your audience.
So… What Gets Attention?
What works for your brand depends on your audience and your message. There are a few universal content styles that almost always connect:
- Humor: When done well, funny content is shareable and memorable.
- Heart: A meaningful story arc with authentic emotion can hook viewers fast, especially when there’s a satisfying resolution.
- Music: Soundtracks can shape emotion fast. Choose wisely.
- Authenticity: Vulnerability, stakes, or a compelling challenge can grab attention and create a deeper emotional connection.
- Testimonials: Real voices build absolute trust. No script needed—just honesty.
The common thread? Emotion.
If your video makes someone feel something, they’re far more likely to keep watching and take action.
Make Your Video Mean Something
Video can be flashy, but if it doesn’t make your audience feel something, it won’t get the attention you need. Our emotions influence every decision, so if you want to motivate customers to take action, optimize your video content by considering feelings more significantly. Let your customers know that you want to connect with them on a deeper human level.
The Final Frame
At Drum Creative, we help businesses create video content that’s more than visual. It’s purposeful, personal, and made to connect. We help brands of all sizes craft videos with purpose—from the first word of the script to the final frame. Whether launching your first campaign or refreshing your entire content strategy, we can help you say the right thing in the right way.
Video content isn’t just nice to have; it’s the best way to connect.