“It turns out you can just put words together in whatever order you want.”
If you’ve spent time on X, Bluesky, or any of the growing number of copycats lately, you might have seen some version of this meme. It comments wryly on the fact that anyone can say anything – it doesn’t even need to make sense. That’s especially true on today’s free-for-all social media.
Here’s the thing: Customers are getting sick of it.
For years now, brands and individuals have been slapping bad takes all over social media feeds. And, except for the most egregious FCC violations, they’ve gotten away with it. The result? Everyone out there has a claim, but almost nobody can back it up. And people are tired of it.
2025 was the turning point.
What happened in 2025? You know. ChatGPT and other LLMs had been simmering in the public consciousness for a few years, but 2025 is when they really broke through. How do you know? Just look around. LLM-based AI is now in just about every software product, whether you want it or not.
And what’s the biggest problem with AI?
It hallucinates. That’s a nice way to say: It makes stuff up. A lot.
One night, not too long ago, we went to bed and woke up in a brave new world: A world where you can’t really believe your eyes and you never will again. And the culture is already changing in response. When it’s time to solve their biggest problems, customers want help from a brand they know they can trust.
So, how do you stand out from the crowd and become a trusted source?
It’s simple: If you make a big claim, you’re gonna need big proof.
And if you want that kind of big proof, you’re gonna need video.
In 2025, brands aren’t failing because their branding is bad. They’re failing because they’re just “saying things” without proving them. Your customers know the difference – and, as a leader, you shouldn’t settle for a brand that can be accused of making empty promises. Videos help you hold your branding to a higher standard.
Video-Based Proof Cuts Through Marketing Noise
If you want to make a genuine connection, you need content people truly want to engage with in an era where more and more of them are tuning you out. What kind of content? Overwhelmingly, online users prefer video.
Video consistently ranks as:
- The fastest-growing online content.
- The most sought-after online content.
- The most memorable online content.
After years of steady growth, the era of video truly started in 2020. When people couldn’t get together face to face, they quickly discovered video is the next best thing to being there. It’s still true today. Video is your go-to when you want people to feel like they know you before you’ve even met.
But it’s not enough to just “do video.”
You need brand credibility video Tampa customers will respond to.
Right now, there’s no greater market need out there than proof.
Video content can be 30 seconds, three minutes, or half an hour, but it needs to demonstrate you’re giving your audience something real. At Paper Jacket, we work with Tampa businesses and marketing agencies alike to help them communicate their brand identity in a way that rings true.
Here’s how.
1. Testimonial Marketing Video
Few things are better than testimonial videos for credibility. Done right, testimonials are the most potent form of social proof: Evidence that shows your website visitors that other people “just like them” have reached their goals with your help. The more relatable the testimonial giver is, the more powerful that testimonial becomes.
You probably already have text testimonials on your website. These are great on your footer, your About page, and elsewhere. The problem? Well, it goes back to the start: Anyone can say anything. Video testimonials look more credible by default. Can they be faked? Sure. Is it common? Absolutely not.
To banish any lingering doubts about your testimonial’s authenticity, a polished presentation is key. Technical details like lighting and sound should be on point. You don’t have to interview your testimonial-giver in detail, but give them the opportunity to describe what you did for them and why it mattered in their own words.
Choose a customer who’s thrilled with your work and:
- They’ll feel a stake in your brand’s success.
- Others will hear their passion in their voice.
2. Executive Interview Video
You might have dozens or even hundreds of team members, but when people hear about your brand for the first time, they have one question: “Who’s in charge?” Your leadership team is a proxy for the honesty of your entire company. So, you can build a sense of trust by taking center stage in an executive interview video.
An executive interview helps you answer the big questions about your brand – not just who you are and what you do, but why you do it and why your approach works. The more complex your offering is, the more valuable executive interviews are as an icebreaker to show why your brand is different.
Not everyone is a natural in front of the camera, so Paper Jacket provides all the equipment, skills, and coaching to help you excel. If you find the role of brand ambassador is a good fit for you, you could discover a video-first podcast is a great way to connect with a wide, enthusiastic audience.
With video-first podcasting, you get the best of both worlds. Your thought leadership is showcased on YouTube – where it can be picked up in Google results – and on audio-focused platforms where millions of people search for a new listening experience every month.
3. Case Study Marketing Video
A case study elevates the benefits of the video testimonial to the next level.
A well-designed case study puts your customer at the center and dives even deeper into their problem, their action, and the solution. Your brand isn’t the hero – that’s always the customer – but the wise guide offering the right solution at the right moment. This gives case study videos a clear narrative arc, like so:
- Challenge: The problem your customer was facing and how it was affecting them. Sets the stakes.
- Action: The response the customer chose, with your input, and why they decided on that course.
- Result: The outcome of the decision – and why your help was instrumental to their achievement.
If you’ve been involved in hiring lately, you might notice this is the way a good resume is written. It’s not a coincidence: Video viewers are evaluating you, and using this structure shows them exactly how you fit in.
4. “Meet Our Team” Videos
People may be most interested in the founder, the CEO, the big cheese, but that’s usually not the person they interact with when they visit a business. Once you’ve established some rapport using your other videos, it’s just as important that you give visitors a chance to get to know the rest of your public-facing staff.
This can come in the form of a 30-second introduction to each team member accessible through your About page, or as a longer video where everyone gets a moment in the spotlight. Whatever you choose, you can be sure that showcasing the expertise of your personnel makes your business look more legitimate.
5. Behind-The-Scenes Marketing Video
Last but not least, there’s the potential to show your team in action – a unique capability of video. “Behind-the-scenes” videos don’t have to do a big song and dance about being exclusive or secret. The mature approach to this style of marketing video involves showing what you do and letting your work speak volumes.
The core of this approach is the authentic expression of your team’s expertise as they work together. But that still needs to be framed in the right way and presented in a tone that does justice to your brand’s “promised experience.” That’s where a media production team comes in.
Video Makes Proof-Based Marketing Possible
When it comes to strategic marketing, Tampa businesses like yours can’t afford to be left behind.
For business video production Tampa leaders can rely on, Paper Jacket is here. Our years of verified excellence crafting hard-hitting brand videos ensure your videos, podcasts, and even photography will validate your claims and strengthen your credibility.
Contact Paper Jacket today to get started.
