Attention is harder to earn than ever, and video is becoming the tool brands rely on to break through. At the latest Growth Garage Lunch and Learn, Kahn Media unpacked one of the biggest shifts in marketing today: how video is driving attention, engagement and action. Hosted by Kahn Media’s Michael Serrano, the session featured insights from David Kennedy of the NHRA and Jordan Perri of Hoonigan, who shared what’s working, where brands are missing the mark and how to build a smarter video strategy. We loved this conversation so much that we decided to release it on our podcast. Here were our biggest takeaways from the conversation. Why Video Matters More Than Ever Brands are no longer just competing with each other. They are competing for attention in a landscape shaped by creators, algorithms and constant scrolling. The takeaway: Success doesn’t come from doing more content. It comes from creating the right videos for the right audience, platform and purpose. For brands getting started, that means understanding who you are, who your audience is and what kind of story only your brand can tell. After that, build content that is authentic, manageable and designed to connect. Start With Identity, Not Trends A key theme from the discussion was the importance of starting with an identity. For legacy brands like the NHRA, that means understanding the history and foundation that shaped the brand, then translating it into modern formats. The framework is simple: Start with your history, your brand identity and your audience, then build content that clearly connects all three. Each piece of content should also have a defined role. Too often, brands try to make everything do everything, instead of being intentional about what each post is meant to accomplish. Different Platforms Need Different Strategies One of the most practical takeaways was the need for platform-specific thinking. You cannot treat every channel the same. Content built for YouTube will not automatically work on Instagram, and vertical social content will not translate into long-form content. Yet many brands still create one asset and push it everywhere, leading to underperformance. The better approach is to plan distribution early and build content for how people actually consume it on each platform. Video Should Drive Behavior, Not Just Views Another standout insight was the importance of focusing on behavior. For NHRA, success is not just about views. It is about getting people to attend events, engage with the sport and become part of the community. For marketers, this reframes success. Instead of focusing on impressions, the question becomes whether content is driving action, whether that is engagement, sharing, exploration or long-term loyalty. Those are the signals that build real momentum. Authenticity Still Wins Authenticity came up repeatedly throughout the Growth Garage discussion. Audiences can quickly tell when content feels forced, trend-driven or disconnected from the brand. The panel pushed back on the idea of “going viral,” emphasizing that strong content comes from clarity and consistency, not chasing reach. At the end of the day, brands need to show up in a way that feels natural to both the platform and their identity. How to Know if Your Strategy is Working While metrics like views, watch time and shares matter, they only tell part of the story. The stronger signal is sentiment. How people respond to your content, whether they engage meaningfully, share it or come back for more, is a better indicator of impact than surface-level numbers. Content that sparks real interaction and community is a sign that it is resonating. Before the Camera Rolls, Get Clear on the Goal Strong video content starts before production. Brands need clarity on the goal, the audience, the platform and what success looks like before anything is shot. The more clearly the story is defined upfront, the easier it is to execute effectively. When content is built with that level of intention, it performs better and delivers more value. The Hook Matters but So Does the Experience The first few seconds still matter. Attention is earned quickly and lost just as fast. But effective hooks are not about gimmicks. They are about creating immediate interest and pulling the viewer into the experience in a way that feels natural. If the content makes the audience feel like they are part of the moment, it is far more likely to hold attention. The Big Takeaway The clearest message from this session was that effective video content starts with intention. The brands getting it right are not chasing every trend, reposting the same asset across every platform or optimizing for vanity metrics. They are creating content with a clear purpose, a strong understanding of their audience and a thoughtful approach to where and how that content appears. That is the real attention shift. Attention is no longer something brands can assume they will get. It has to be earned through relevance, clarity and authenticity. When video is built that way, it becomes one of the most powerful tools a brand has to capture attention, build connection and drive action. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.otsspodcast.com
