Last year, Tony and I paused to look at 3rd + Lamar from a 30,000-foot view. After six years in business, it felt like the right time to reflect on where we’ve been and where we want to go.
We’ve always enjoyed the variety of our work, from paid media to video production across industries as varied as e-commerce, CPG, tech, sports & entertainment, etc. But as we looked at our most successful partnerships, a clear pattern emerged. Our fastest-growing segment – and the area where we add the most value – is helping tech companies with their video strategy and production.
For tech companies, distribution is the No. 1 moat. As markets become crowded, video has become the primary tool for driving product adoption.
This realization pushed us to reset our direction. Here is why we’re focusing our attention entirely on the tech sector.
1. Human-Led Storytelling is the antidote to “AI Slop”
In tech, the No. 1 currency is trust, and AI video is in direct conflict. This issue will become more pronounced with the proliferation of AI slop. The solution is for tech companies to lean into their humanity to convey the purpose, efficacy, and differentiation of their products. There’s a reason why AI companies like ChatGPT and ElevenLabs use people (and not AI) to tell their brand stories.
It’s also worth noting that, according to LinkedIn Creative Labs, out of more than 13,000 B2B video ads, only 7% feature any human emotion despite the fact that videos with real people and authentic stories have 78% more engagement.
We’re betting on human-led storytelling to help our clients attract customers, gain market share, and achieve successful outcomes. A great example is the content we’ve produced to support Hapax’s recent product launch.
2. Strategy Is The Missing Link
The tech landscape is fast-paced and challenging. It’s not enough for production companies to simply be fulfillment partners. The real value is in helping brands understand how to best leverage video to grow AND then delivering the solution. This is why we offer strategy in the form of:
- Comprehensive video audits: Finding the gaps in your current content. Learn more.
- YouTube strategy: Capitalizing on the largest recipient of AI traffic. Learn more.
- Distribution guidance: Exploring new ways for your content to reach the right audience(s) at scale. Learn more.
Our Road Ahead
Over the next several months and beyond, we plan to share updated showreels and showcases to better communicate our product offering, launch new video packages, and publish insights that are laser-focused on helping our tech clients accelerate their growth.
Also, the video production process has historically been full of friction and “black box” pricing. We’re changing that. We’ve streamlined our intake process and created transparent video packages, like our 30-Day Video Launchpad, to help high-growth companies move as fast as they need to.
Our mission remains the same: do the best work of our lives with good people and give back along the way. We’re energized by our new focus so we can attack this mission with renewed clarity and purpose.
About 3rd + Lamar
Based in Austin, Texas, 3rd + Lamar is a video agency that partners with leading tech companies on turnkey video marketing campaigns to help them attract customers, gain market share, and achieve successful exits.
To learn more and schedule a video discovery call, click below.
