That is something that I have experimented with. Some brush makers, notably Thater , instruct not to press hard on the brush in building lather, or in applying it. Some manufacturers say you should only build lather and/or apply it with painting strokes, not swirls. I can't agree with that. I assume in both instances, pressing hard, and swirls they are assuming those techniques will damage the bristles.
Anyway, one knowledgeable straight shaver, doing it a couple of decades recently told me he gets better face lathering when he only builds the lather on the tips of the brush. I've tried that but I seem to do better applying some pressure. BTW, I haven't watched any of the videos, so I don't know if they cover bowl lathering. For a considerable time I had given up face lathering for bowl lathering. I found it easier to generate thick, creamy lather that way. I've since gone back to the face lathering but just thought to mention it. If you haven't tried bowl lathering it is another arrow in the quiver.