Podcast Episode

Modern Day Marketer: How to Get Over the Hurdle to Create Video Content with Julia Enthoven of Kapwing

Brett McGrath

December 8, 2023

Modern Day Marketer: How to Get Over the Hurdle to Create Video Content with Julia Enthoven of Kapwing

We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.

In this episode of Modern Day Marketer, I chat with Julia Enthoven, CEO and Co-founder of Kapwing, about overcoming the hurdles of creating video content. Julia shares her insights on how video creation has evolved over the years, from being a luxury for big brands with deep pockets to becoming more accessible to small brands with limited budgets. She emphasizes the importance of quantity over quality in the early stages of video creation and discusses the role of AI in automating the video editing and creation process. Julia also highlights the power of video in capturing attention and shares tips on incorporating video into an integrated marketing strategy. If you're looking to start leveraging video for your brand, this episode is a must-listen.

The Evolution of Video Content: How Small Brands Can Compete with Big Budgets


Welcome to the blog post on the evolution of video content and how small brands can compete with big budgets. In this post, we will explore the importance of video content in today's digital landscape, the shift in consumer habits and expectations, and strategies for getting started with video creation. We will also discuss the role of AI and automation in video production and how to integrate video into your overall marketing strategy. So, whether you're a B2B SaaS startup or a small business looking to expand your reach, this post will provide valuable insights to help you navigate the world of video content creation.

The Importance of Video Content

Video content has become an essential tool for marketers in today's digital age. With the rise of social media platforms and the increasing demand for engaging and shareable content, video has emerged as a powerful medium to capture attention and convey messages. Studies have shown that consumers are more likely to remember and engage with video content compared to static text or images. In a world where attention spans are shorter and consumer expectations are higher, video has the ability to cut through the noise and leave a lasting impression.

The Perception of Video Content in the Past

In the past, video content was primarily associated with big brands that had the resources to invest in high-end production equipment and editing software. The cost of hiring an agency to create a short video could run into thousands of dollars, making it inaccessible for small brands with limited budgets. The focus was on creating polished and highly produced videos that aligned with brand standards. However, the landscape has changed significantly in recent years, with the barriers to entry for video content creation significantly lowered.

The Shift in Consumer Habits and Expectations

Consumer habits and expectations have undergone a significant shift with the rise of video-centric platforms like TikTok and YouTube. Today, consumers are constantly inundated with information and options, leading to shorter attention spans and higher expectations for engaging content. Video has the power to capture attention and convey messages more dynamically and memorably than static text or images. Brands that fail to leverage video are missing out on an opportunity to engage with their target audience and grow their brand.

Ownership of Video at Companies

Determining who should be responsible for video content within a company can vary depending on the size and structure of the organization. In many cases, the marketing team takes ownership of video creation, as they are responsible for overall brand messaging and communication. However, it is important to have individuals within the team who are passionate about video and have the necessary skills to create engaging content. This could be a dedicated video specialist or a team member with a knack for video production. Collaboration and clear communication within the team are key to successful video creation.

Getting Started with Video: Overcoming Hurdles

Getting started with video content creation can be a daunting task, especially for small teams with limited resources. One of the biggest hurdles is the fear of low viewership and the perception that video content needs to be highly polished and professional. However, it is important to remember that quantity and consistency are more important than perfection in the early stages. By focusing on creating a volume of videos and learning from the feedback and analytics, small brands can gradually improve their video content and grow their audience.

Strategies for Growing Your Video Audience

Growing a video audience requires a strategic approach and a deep understanding of your target audience. One effective strategy is to leverage SEO to optimize video content for search engines and increase visibility. By creating videos that address specific pain points or provide valuable insights, brands can attract organic traffic and build a loyal following. Additionally, learning from successful video campaigns and incorporating trends and newsworthy topics into your content can help capture attention and drive growth. It is important to experiment, iterate, and adapt your video strategy based on audience feedback and engagement.

Leveraging AI and Automation in Video Creation

AI and automation have revolutionized the video creation process, making it more accessible and efficient for small brands. AI tools can assist with topic selection, script generation, and even automate the editing process. By utilizing these tools, brands can save time and resources while still creating high-quality video content. Additionally, AI can be used to repurpose existing content into short-form videos, allowing brands to maximize their content assets and reach a wider audience.

Integrating Video into Your Marketing Strategy

To fully leverage the power of video, it is important to integrate it into your overall marketing strategy. Video should be considered as part of your performance marketing, organic marketing, and press-worthy initiatives. By incorporating video into these different areas, brands can reach their target audience through paid ads, organic content, and PR efforts. Developing a content calendar specifically for video content can help ensure consistency and alignment with your marketing goals.


Video content has become an essential tool for small brands looking to compete with big budgets. By recognizing the importance of video, understanding consumer habits and expectations, and leveraging AI and automation, small brands can create engaging and impactful video content. Integrating video into your marketing strategy and consistently producing high-quality videos will help you grow your audience and drive business growth. So, don't be afraid to get started with video and embrace the power of this dynamic medium.

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