TubeFest delivered a masterclass in modern content strategy – from short-form video to audience growth and brand storytelling. As video continues to dominate how we communicate and connect online, events like this are essential for marketers and content creators aiming to stay ahead. Whether you’re a solo creator or part of a lean brand team, the insights from TubeFest were packed with actionable takeaways. In this blog post, I’ll share what stood out most.

Six Key Takeaways From TubeFest:

1. Create Once, Publish Everywhere
Louise Brogan kicked things off with a smart reminder: your content should be working harder for you. One long-form video can fuel your blog, LinkedIn, Shorts, newsletters, carousels, and more. The real key is not just repurposing for the sake of it, but strategically adapting content to suit each channel and audience. Start with a clear strategy – who you’re talking to, where they spend time, and how to meet them there with valuable, platform-appropriate content.

2. Chasing Views Doesn’t Build a Brand – Connection Does
Joey Fennema’s story is the stuff of creator legend. He’s amassed over 2.7 billion views from ASMR-style smoothie videos that are as soothing as they are satisfying. But the real takeaway? His most effective videos weren’t the viral hits. They were the ones rooted in emotional storytelling – videos with 500,000 views that drove more sales and connection than those with 150 million. His work is a brilliant reminder that the best content makes people feel something, not just scroll past. Big brands like Microsoft, LinkedIn, and LEGO are already collaborating with him – and honestly, Adobe or Calm should be next.

3. Brilliant Content Strategy is Data-Driven
Ben Kaluza’s session was a standout. He broke down how top creators blend intuition with data – auditing top-performing videos, identifying outliers, and reverse-engineering what makes them click. He shared how structuring hooks, analyzing swipe rates, and testing variations help refine your creative process over time. It was a sharp reminder that creativity doesn’t mean guessing. It means experimenting with intent.

4. TikTok is the New Search Engine
Maddy Alexander-Grout emphasized the shift happening on TikTok – and why marketers should treat it like a search platform, not just an entertainment hub. Strategic keyword use, consistent content pillars, and on-platform SEO are now critical to discovery. For brands, it’s time to get serious about optimizing your short-form video strategy the way you would any other digital content.

5. Your Business is a Spider’s Web, Not a Sales Funnel
Samantha Hearne offered a powerful mental shift. Instead of building a funnel that moves people from awareness to conversion, think of your brand like a spider’s web. Every piece of content, touchpoint, or product should create connection points – ways for people to stick, stay, and engage. In a world where attention is fragmented and loyalty is earned over time, this mindset makes all the difference.

6. Better Stories Win. Not Just More Content
Across the board, one theme kept coming up: success today isn’t about volume. It’s about quality storytelling, emotional resonance, and platform-aware execution. The most successful brands and creators aren’t posting more – they’re posting smarter. They’re investing in stories that align with their strategy and deepen the connection with their audience.

Special thanks to Lee Elwell from Geniuslink for the TubeFest pass. I’ve been a longtime customer of Geniuslink – it’s a fantastic tool for maximizing Amazon affiliate earnings across a global audience. Also, a big thank you to Matt Hughes for organizing such a thoughtful and high-value event.

TubeFest was a powerful reminder that even as tools and platforms evolve, the fundamentals still matter. Strategy, story, and structure are the engines of long-term growth. And for anyone serious about scaling their brand in 2025, those are the skills that win.

Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.