Hey, Paige here! It’s been a while since I’ve landed in your inbox. But, big news—we’re back. We’re relaunching as Your Marketing Team’s Video Brief—a tighter, more focused take on how B2B teams are actually using video to drive results.
If that’s not what you’re here for, you can unsubscribe at the bottom of this email—no hard feelings.
I’m glad you’re here. Let’s dive in.
I’ve lost count of how many times I’ve heard this lately:
“Should we make a skit?”
And honestly? Yeah. Maybe you probably should.
Because they are working. They’re funny. They’re shareable. They’re building audiences fast.
But also… that’s not where your strategy starts.
Skits are winning right now. Here’s one that absolutely killed me:
This is good. This is the kind of content that:
gets shared
builds familiarity
makes people actually like your brand (what better way to make someone like you than to make them laugh?)
So no… this is not an anti-skit rant. This is a “don’t build your entire strategy on this” rant.
Attention is not a strategy. It’s absolutely part of one. But it can’t be your entire strategy.
Skits build attention. They don’t build pipeline.
And B2B has a baaaad habit of confusing the two.
Top-performing B2B video formats right now:
41% — short-form social video (thought leadership ftw)
38% — brand storytelling
34% — testimonials + product demos
Short-form is winning.
But so is proof.
Not vibes. Not jokes. Proof.
(So no, your funniest employee is not a substitute for customer validation)
Different videos do different jobs.
Short-form (15–30s) performs best for awareness + consideration
Conversion? All formats.
Translation:
Your skits are doing their job.
But you’re asking them to do too many jobs.
Buyers don’t convert because you were funny once
94% of marketers say trust is the most important factor in B2B success.
Not reach. Not impressions. Not your latest viral post.
Trust.
And the teams actually using video across the funnel are 2.2x more likely to be trusted because of it.
Your content isn’t just supporting your pipeline. It is your pipeline.
Attention gets you seen.
Trust gets you chosen.
Ideally, those separate parts of a unified video strategy.
If you’re building from scratch:
1. Thought Leadership (Foundation)
Your POV. Your edge.
The reason to take you seriously.
2. Proof (Conversion Layer)
demos
customer stories
deep dives
The reason to choose you.
3. Skits (Acceleration Layer)
Reach. Memorability. Shareability.
Skits don’t build the engine.
They pour gasoline on one that already exists.
Skits win attention. But attention without trust doesn’t convert. So yes — make the skits. Just don’t let them be the only thing you make. And definitely don’t start there.
P.S. If you’re sitting there thinking,
“Okay cool… but what should our mix actually look like?”
That’s kind of our whole thing. Let’s chat.
