By: Lauren Clark

“Everybody should be comfortable talking to the little green dot,” said Tim Bradley, Co-Founder of Pennant Video. “Video has become so embedded, ingrained, and preferred by audiences everywhere.”

Bradley, a 20-year video marketing veteran who’s worked with brands like Cisco and Philips, joined Favour Obasi-ike on the We Don’t PLAY! podcast to challenge how companies think about video. His message was clear: marketers focus too much on polish and not enough on precision.

The Real Barrier to Video: It’s Not Tech, It’s You

Bradley knows the hesitation many people feel in front of a camera. “I too was very sort of cautious. I was the guy behind the camera for so many years, and I still am,” he shared.

He believes what holds people back isn’t tools or technology—it’s self-doubt. “Mine is like I have a double chin… spotlight effect—people put way too much pressure on,” he said.

Instead of chasing perfection, Bradley advises creators to focus on being conversational. “None of it’s performative. You’re just showing up, being conversational, giving value to the audience that’s on the other side of the video.”

Why Middle-of-the-Funnel Content Deserves More Focus

Pennant Video is known for the “Video Marketing Trifecta™,” a strategy focused on the often-neglected middle of the funnel, where audiences are deciding whether to trust and buy.

“Someone has sold the click, they’re now on your website. You get to bring them further along a journey using the preferred medium of video,” Bradley explained.

At this stage, he says video may build trust more effectively than any other format. “You’re building a sense of belief, through the power of video, storytelling, giving advice, educating, and providing that value.”

Budget Smarter, Not Bigger: How to Spend Strategically

When asked about budgeting, Bradley doesn’t suggest starting big. He recommends aligning the budget with a funnel stage: spend more at the top, stay efficient at the bottom.

“You should put as much production value behind [top of funnel] as you can… first impressions really do count,” he said.

But that doesn’t mean every video needs studio-level quality. “At the bottom of the funnel, your audience has been on this journey. They’re cool with computer cameras and Zoom recordings.”

Short, Sharp, and Specific: The New Rules of Engagement

Bradley sees many brands make the mistake of cramming too much into a single video. “Don’t try to swing for the fences, that’s not actually how this stuff works,” he warned.

His advice is to narrow the message. “Try to tell one story as succinctly as you can. Try to solve one pain point as directly as you can.”

Attention spans are short. “All of those channels have a compressed sense of time, really 60 seconds or less, 30 seconds or less,” he noted.

That means brands should prioritize: “A hook. That bit of mystery, that hot take. That’s going to draw people in.”

Authenticity Over Perfection: A Message for Creators

For Bradley, showing up matters more than slick production. “The more you put yourself out there, the more of a magnet you’ll become for audiences.”

He also believes creators shouldn’t push for the sale in every video. “Nobody wants to be sold anything in the day-to-day. Audience first is really important.”

Bradley continues to mentor creators and share strategies through LinkedIn and Pennant Video’s playbooks. “I’m always willing to brainstorm, we have some really cool playbooks and resources to help people.”

His final advice to aspiring video marketers? Keep it simple. Keep it real. “Be precise. Be specific. And be yourself.”

Published by Joseph T.