Video content is now one of the central tools in digital marketing. It is used by brands and influencers alike, and in both cases it can deliver very good results.
In practice, however, these two types of content fulfil different functions and work at different stages of marketing.
To make sustainable decisions about video content, it is important to understand not which format is better, but for what purpose each is intended.
Influencer video content: trust through personality
Influencer content is based on a specific person – their personality, voice, experience and relationship with their audience. The power of such content lies in the trust built over time. The audience follows the person, not the brand, and the brand becomes part of the influencer’s story.
That’s why influencer content works best in the long term – when collaboration is not a one-off post, but a consistent presence. It is in this model that the influencer becomes a brand ambassador, and the results are usually much stronger than in a single campaign.
From a marketing point of view, it’s important to understand: the influencer owns the relationship, not the brand. The brand leverages the trust capital that has already been built up, but does not have full control over it. This makes influencer content highly effective in terms of reach and emotional engagement, but less suitable for structured, long-term brand communication.
Brand video content: trust through clarity and structure
Brand video content works differently. It’s not based on one face or personality, but on the brand itself – its values, offerings, tone of voice and goals. The relationship here is built directly between the brand and the audience.
These types of videos are created to explain, position and help decision-making. They answer questions that audiences have at different stages of a purchase or engagement and are designed to work in the long term – not just on one platform or one campaign, but across the entire digital ecosystem.
From a modern marketing perspective, brand video content is part of a repeatable content system. This means that video is not a one-off item, but a structured element that can be used across social media, advertising, website, emails and sales communications. It is this repeatability and clarity that builds trust in the long term.
The main difference in the marketing context
Simply put:
influencer content builds trust through people and relationships, brand video content builds trust through clear messaging, consistency and predictability.
Today’s audiences no longer rely solely on emotions or “feeling cool”. People are looking for clarity, a clear offer and signals to help them make decisions. This is where brand video content plays a key role.
Not “should I”, but “how to combine”
Recent marketing trends make it clear: the strongest strategies don’t just choose influencers or brand content. They deliberately combine both formats, using each at the right moment. Influencer content helps to attract attention and open doors to new audiences. Brand video content helps to retain that attention, explain the offer and convert it into trust and action.
Finally
Video content is not an end in itself. The goal is clear communication, trust and results. So the most important question is not “do we need influencers or brand videos”, but what video content best serves your business purpose at the moment.
If you want to look at your video content from a strategic perspective and understand how to use it in a more targeted way, we at SPREDD are happy to help. Contact us: info@spredd.eu