No matter if you are a growing brand or a new company just getting established, creating authentic video marketing is a powerful way to connect with your audience and build a level of trust with them. People are bombarded with content flooding every channel, and that makes people crave a certain level of authenticity. Relatable video content does just that, helps establish that authenticity and … The most effective video marketing strategies today stay heavily grounded in realness.
Why Does Authenticity Matter When it Comes to Video Content?
The truth is, people are oversold and with how much content is produced across so many channels, people are skeptics. According to recent data, over 85% of consumers want authenticity when they decide to support a brand or buy a product. This is especially evident with video marketing services. Your consumer wants to be able to relate to you and video helps to make the message extremely personal. Truly successful brands get this. They connect videos to their mission and lean into real stories that align with their values. This produces strong customer loyalty and a high level of engagement.
What Are Core Elements of Authentic Video Marketing?
- – Real stories over scripts
- – Features real people (employees or customers)
- – Unpolished vs overproduced
- – Shows “behind the scenes” coverage
Unless your brand is speaking to Hollywood, avoid heavy scripting. Your audience wants to hear about your story and what kind of solution your brand provides. Interview real people about their experiences with your brand, products or services. Featuring your people will help to humanize your brand. Share the WHY and how the business started. Get people involved and let the video narrative be conversational. This will come across more authentic to your consumer.
In addition, whereas you want the right quality of video production, don’t let that overshadow the authenticity of what you are trying to capture. Overused transitions, stock footage, and sales-like copywriting is off-putting and may make your customer feel a disconnect. In some cases, raw footage from your phone can actually make a bigger impact than a polished and heavily produced video—because it feels more real. And taking your audience backstage behind the scenes can help to build trust and also encourage people to follow the journey.
How Do You Create a Video Content Strategy That Feels Real and Smart at the Same Time?
It’s easy to use the word “authentic” but understanding how to use it when tied to a video marketing strategy can be a different thing. Here’s how to strike the right balance:
Video content aligns with brand values: Make sure that your video content represents what your brand stands for. If transparency and community are included in your values and mission, make sure that those elements are covered naturally in video narrative. For example, if you sell products that are environmentally friendly, make sure your content talks about that key point and how it relates to your customers.
Videos are relatable: Make sure that your video content is truly relatable to your audience and speaks to them in an honest fashion. Adopt the right tone that is more conversational, especially because that is what viewers connect with. Tip: Encourage UGC (user-generated content). This type of marketing has become one of the most trusted types of content online. Have your customers share their experiences on social platforms to build a sense of community in a very authentic way.
Videos are consistent: Staying consistent and build authentic content into your marketing strategy with recurring formats like “story of the month” or “employee spotlights”. Just make sure not to become too predictable to where you lose your audience or bore them.
What are Avoidable Mistakes When Trying to be Authentic?
One of the biggest mistakes is trying too hard. That seems simple but it can be more difficult to really understand what that means. Avoiding chasing trends that don’t feel aligned just for quick visibility that doesn’t feel “real”. Your content should align with your audience and your overall mission.
Also make sure not to leverage too much stock content. Generic visuals do not really resonate with people and feel extremely impersonal. Your audience will notice. The same thing is true with AI voices. Although AI is a time saver, they dilute your message and feel robotic. Your message should feel organic and true to you. Keep your edits clean but keep the natural rhythm of the content without overediting and over-scripting.
Build Long-Term Trust Through Authentic Video Content
Trends come and go, but authenticity is everlasting. It’s a strategy that stands the test of time and the foundation for building meaningful relationships. Showing the people behind the brand and keeping your brand relevant at a human level is key to having a video marketing presence that truly resonates.
Are you ready to make video content that connects? In a world where people’s attention spans are shorter and there is a high level of competition, authenticity is the game changer and your greatest asset. If you want a team who understands how to tell the right story and convey the right message, call our video content experts at HardPart Media today! Let’s talk!