StrategySeptember 5, 20256 min read

The Difference Between a Testimonial and a Trust Film

Both feature a customer talking about your product. Only one actually changes minds. The distinction is in the story structure — and understanding it will change how you think about social proof.

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The Difference Between a Video That Goes Viral and One That Converts

Viral videos and converting videos are designed against fundamentally different objectives. Trying to optimize for both usually produces a piece that fails at both.

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StrategyMay 12, 2026

Why Your Brand Film Needs a Narrative Arc, Not a Message

Most brand films are organized around what the brand wants to say. The audience has no obligation to absorb any of it. Here is what to build instead.

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StrategyOct 15, 2025

Why Educational Content Outperforms Branded Advertising

Consumers are 131% more likely to buy after consuming educational content. Here's what that number actually means — and why most branded content misses the mechanism entirely.

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