10 Video Teaser Marketing Tips & Strategy | Jonathan Chan

March 22, 2026 Priya Shah – Business Editor Business

LinkedIn is expanding its creator tools with the launch of “Top Voices 360,” a new program designed to connect brands with content creators, according to digital sector expert Jonathan Chan.

The initiative, unveiled this week, aims to facilitate collaborations between companies and influencers across a range of formats, Chan explained. He noted a growing disconnect between advertising and reality, with consumers increasingly skeptical of marketing that relies solely on aspirational imagery.

“The advertising & communication landscape has it lost touch with reality?” Chan posted on LinkedIn. “For decades, advertising cultivated our desires, sold us dreams… and it worked. But today, consumers no longer accept illusions. They demand proof, concrete commitments, real responsibility.”

Data cited by Chan indicates a rising level of consumer distrust in advertising. He reported that 55% of French consumers view advertising negatively, and 69% believe brands are insufficiently concerned with the public interest.

Chan, who leads IIM Digital School, suggests a shift in strategy is needed. He argues that brands must move beyond simply “making dreams” and focus on tangible realities. “Brands must be transparent, proving their actions,” he wrote. “They must respect attention, limiting excessive advertising. They must inspire concrete models, anchored in reality.”

His recommendations center on authenticity and impact. Brands should “say the truth” to rebuild trust, “do less, but better” to avoid overwhelming consumers, and “involve their audience” to foster a sense of shared responsibility.

The launch of Top Voices 360 comes as marketers increasingly explore teaser campaigns to build anticipation for new products and events. These campaigns, which release limited information to pique interest, leverage the psychology of anticipation, according to a recent report by Cybertek Marketing.

Chan’s analysis aligns with this trend, emphasizing the need for brands to engage audiences with meaningful content rather than relying on empty promises. He recently shared a video outlining 10 techniques and tips for successful teaser campaigns, stressing the importance of a defined target audience and strategic planning.