Build Trust with Your Brand Videos: Nobody’s perfect, but in our social media-driven world, it sure can look that way. However, consumers – especially younger ones – are looking for something different. They want to know a brand’s real values and see them follow through on promises.
A report by Stackla found that 90% of consumers feel that authenticity is important when deciding which brands they like and support. But while brands are trying to be authentic, sometimes they might be trying too hard. For example, 92% of marketers said they believed most or all of their content resonated as authentic with consumers, but 51% of those consumers said that less than half of brands actually create any authentic content.
Today, authenticity and transparency are the keys to success, and video provides the perfect way to showcase the real people behind the products. The good news is these offerings don’t have to be perfectly polished. Showing your human side – warts and all – is seen as more transparent, trustworthy, and relatable.
Here are 5 ways you can humanize your brand videos and show customers who you really are:
1. Use your own humans
Consumers can tell when people are acting. And maybe that’s why user-generated content is seen as more trustworthy than branded content and influencer content.
The good news is that this means you don’t have to have perfectly scripted and aesthetically breathtaking content all the time or pay influencers to do your bidding. In fact, getting real, honest consumers or staff on the screen is going to make you more relatable.
That doesn’t mean you let everyone wing it or you publish videos that needed a second take. It just means you can save some money on the actors, set designers, and pricey locations.
In the end, we just want to know that people like us engage with the brand or work behind the scenes.
2. Be authentic
Being authentic means staying consistent to your core brand messaging. But, ideally, it also means being transparent about your values.
Authenticity is more relevant than ever, especially with younger consumers. People want to know what a brand stands for and where its priorities lie before they hand over their time or money. So, while you don’t have to take a stand on everything, you can use videos to improve communication about the things you do stand for.
3. Pull back the curtains
If you want to give potential consumers a deeper sense of what your brand is really like, then behind-the-scenes (BTS) content can be invaluable. The best part is that it’s such a unique form of engagement that it doesn’t need to be planned down to the last detail.
The more personal and off-the-cuff your content is, the more it gives people a sense that they’re seeing something unique. Even better, without having to plan down to the last detail, you can create more videos in less time, which can be great if you want to post to social media consistently.
Whether it’s scenes from the factory floor or your staff on a social outing, BTS content gives consumers a look at the heart of your company and helps them understand your brand’s story on a deeper level.
4. Diversify your video strategy
There are plenty of narrative threads you can pull on when it comes to making video. In addition to brand and BTS videos, there are explainer videos, product videos, testimonials, livestreams, and interviews. All of these let you add a human element to your brand by letting consumers, sales experts, and employees speak for themselves.
You should try out as many as you can to see what content leads to the greatest number of conversions. After all, 64% of consumers are more likely to purchase a product online after seeing a video about it.
5. Tell us your “why”
You started your business for a reason, right? Clearly you have a passion for something, so why not share that with people to get them on board with your brand?
Here’s where you can show people the face behind the curtain. And even founders and C-suite executives who aren’t necessarily camera-ready can let their passion shine though if you get them talking about what drives them to succeed. That’s the kind of feeling that will come through the screen and inspire people to interact with your brand.
People are watching Build Trust with Your Brand Videos
People are watching more video than ever. And while brands have caught on to this, there’s clearly more room to grow. Wyzowl found that 85% of consumers were open to seeing more video from brands in 2021, with 84% saying that they’ve been convinced to buy a product or service in the past by watching a brand’s video. Meanwhile, Biteable found that just 53% of marketers believe that video helps them raise awareness, with 52% saying that video helps them build trust with potential customers. It’s clear that customers want even more video than they’re getting!
Perhaps humanizing videos can help. After all, 41% of marketers said they don’t make videos because they think it’s too complicated. But it’s clear that what consumers are looking for is authentic engagement, not expensive video production. This should take some pressure off brands that feel compelled to create picture-perfect video 100% of the time.
Whether you’re educating, motivating, inspiring, or simply entertaining your audience, the key is to be relatable while you do it.