Dylan Harmon
DIRECTOR OF MARKETING
Using video production to get more people interested in your content
Posting more often doesn’t make people more interested in your content. It comes from giving people something they can really relate to. People want more than just ads and updates, especially in crowded markets like Tampa Bay where every brand is trying to get people’s attention. The good news is that video can quickly fill that gap if you use formats that are made for trust, not just promotion. Here are three ways that businesses can use video production to build stronger relationships, increase loyalty, and improve long-term performance.
Why it’s harder than ever to get people to pay attention
People scroll past polished content every day, so if your videos feel like just another ad, you’ll often see the same pattern: views without retention, likes without clicks, clicks without conversions, and conversions without loyalty. The answer is not to stop running campaigns. Instead, you should combine campaign content with connection content so that you can keep the ads and build relationships at the same time.
Three ways to make videos that make people feel more connected
1) Videos that show the process behind the scenes
Behind-the-scenes content works because it answers the question that people don’t say out loud: what is it like to work with you? Show how your team works, how you keep quality high, the tools and workflow, and real times when you work together to solve problems. When people see the process, they trust you more, and your brand seems more honest and trustworthy, especially for services where customers can’t try the product first. This style works well on social media, service pages, retargeting ads for people who are still deciding, and email follow-ups that show how you work.
2) Brand films that tell a story and explain why
Most businesses tell you what they do, but not many tell you why it matters. A short brand film makes your mission clear in simple terms, explains the problem your customers have, how you solve it, and shows proof moments through real work and results. People remember you longer than competitors who only list features because stories stick. A good structure for a hero movie is one that lasts between 60 and 120 seconds, a few cutdowns that last between 15 and 30 seconds, and B-roll clips that you can use again in future posts.
3) Videos of real results and testimonials that build trust
Written reviews are helpful, but video testimonials are more convincing because they show real emotion and honesty. The best testimonials are short and to the point. They show a clear change from before to after, one result like less stress or time saved, one personal detail that makes it real, and short soundbites that can be used in ads. People trust other people, so when a real customer tells their story in their own words, the viewer feels more comfortable moving forward. These work best on landing pages, retargeting, proposal follow-ups, and social media posts that focus on proof.
Structure is important for content that gets people involved.
Even good formats can fail if they aren’t made for modern viewing. Make the first two seconds purposeful by using a strong image, a clear promise, a pain point that people can relate to, or a moment of proof. Each video should only have one message, and that message should either explain, prove, connect, or invite action. Then, make sure the CTA fits the format. For example, “view our work,” “see how it works,” or “meet the team” are better for connection-first content, while “get a quote” should only be used for offer-driven edits.
Make these choices into a simple content system.
You don’t need a lot of videos; you need a system that works every time. Make a trust stack with one brand film, one behind-the-scenes set, and one set of testimonials. Then, turn them into short clips for social media, a few retargeting assets, and website embeds for important pages. For example, one week behind the scenes, one week outcomes and proof, one week story and mission, and one week offer or case study style. This way, you can stay consistent without having to shoot new videos all the time.
Common mistakes that make it harder to connect
Don’t just post ads, overly scripted content, skip proofreading and people, forget to make your content mobile-friendly, or use aggressive CTAs too early in the customer journey. Usually, fixing these things makes the response better right away.
Tampa Bay video production can help you get people interested in your work.
Two Stories Media can help you plan video content that builds trust and gets people to take action if you want more than just a pretty video.