This Won't Scale: 41 Plays From The Drift Marketing Team To Help Your Business Cut Through The Noise, Grow Faster Than The Competition & Thrill Your Customers

by Dave Gerhardt

that’s exactly why we love video as a marketing channel, because when it comes to being authentic and real there’s no channel quite like video. You just can’t fake it. And there’s nowhere to hide. When we talk about video, we usually mean scrappy, low production stuff with minimal editing and no script whatsoever. Sure, we have the high production videos too — but the biggest lever for us has been real, first-person video shot on an iPhone. This is the reason why channels like Instagram and Snapchat have blown up: Because people want the real life, reality TV — not always the highly manicured videos. But even though Snapchat and Instagram sound obvious, not a lot of brands — especially in the B2B space — have understood the value of authenticity and copied that style for their marketing.