How To Build Trust With Video
Speaking as someone who has been working with and within the marketing industry for the last decade, there is one thing that should be on anybody’s radar who is even remotely interested in promoting a brand or a business these days: The world of marketing is drastically changing, and video is closely linked to this.
Most people have probably heard by now that video content is better for engagement than still images or text. And while that is certainly true, this goes much further than that.
To put it a bit bluntly: old-fashioned selling to people is OVER. If you are still creating marketing content with the main intent of making a sale, I have some bad news for you: You are not reading the room, and it’s costing you clients.
And I’m not just talking about obvious in-your-face selling. Even the so-called “non-salesy” approach that we see so often these days, where people are trying to sell you their secret solution to that one big pain point of yours, is increasingly falling on deaf ears.
If you are still creating content with the main intent of making a sale, you are not reading the room, and it’s costing you clients.
Because the reality is that customers do not want to be sold to anymore. If you listen closely, you will hear how people are tired of being manipulated, and they are seeing right through every attempt to do so. Even if you have the best intentions and truly do own the solution to your clients’ struggles, they are so oversaturated that it might not even resonate.
So does that mean you won’t be able to sell your products or services anymore? Of course not. People are, after all, still buying things. But you will need to approach marketing from a completely different angle if you want them to continuously buy from YOU.
There is so much choice out there these days that we don’t need yet another business to pitch us their deal. Whenever we need something, most people just end up doing a quick internet search and decide on the best product right then and there.
And the one thing that mostly influences our decision-making process is trust.
Consumer trust and loyalty can’t be bought or won through snazzy marketing – it’s something you earn.
Getting someone to truly believe and get behind your brand requires a deeper and more genuine connection. And this is where video can support you immensely!
Especially since our world and interactions are becoming so increasingly digital, video can be your biggest ally when it comes to building trust, even remotely.
There are two basic types of trust: practical and emotional. Both are essential for sustainable relationships with your clients, old and new.
Practical Trust is fundamental. It’s the type that comes from showing proof of expertise, having great reviews, and anything that shows that you can get the job done. This is already an area where video can greatly help you stand out from the crowd. Here are a few examples:
A Brand Sizzle Reel:
Think of this as a teaser for your brand. It can be as short as 5-10 seconds, and its main purpose is to give anyone who watches it an idea and feeling for what your company is all about.
Video Reviews:
Humans are social beings. We subconsciously read someone’s facial expression, their gestures, and the sound of their voice, and can feel if someone is trustworthy in a millisecond. Imagine how powerful it is for your potential clients to watch an actual person rave about your services or products in a genuinely enthusiastic way?
Explainer/How-To Videos:
Imagine there’s a global pandemic and you need to cut your own hair… What would you prefer, a text and images describing the right technique, or a fun and informative video showing you how it is done? Think of ways that videos can make life easier for your customers by showing instead of describing them something.
Product Videos:
Videos are unparalleled at giving customers an in-depth look at your products or services. Huge bonus points if these videos are also entertaining.
But there is more…
Emotional Trust is a whole new level and far more complex. And this is where the power of video is really going to work its magic for you to help you build this type of trust with your clients and audience.
Before we dig deeper, let me point out that this type of trust is destroyed by manipulative sales techniques. So the first type of video you can produce for this category might come as a surprise to you:
Video Ads:
Yes, ads can actually be amazing. In a nutshell, there are those ads that people can’t wait to skip, and there are those that actually offer value. To build emotional trust, choose the second category, and make sure your brand’s personality, vision, and values shine through.
Q&A Videos:
These can be live, but they don’t need to be. Answering your clients’ questions in videos will not only show them that they are being heard, but also offer a feel of face-to-face interaction which will make your brand and you appear more approachable.
Behind The Scenes Videos:
This can be anything from short glimpses into your workday or afterwork activities, to introducing your staff, to showcasing daily operations or preparations for something special, or even a business event. The key here is to keep these authentic, personal, and entertaining.
Short Films:
Essentially, this is taking corporate videos to a whole new level and has immense potential for making powerful impact. Can you think of a narrative way to visually tell your company’s story, or the story behind your core values? Turn it into an inspiring and entertaining short-film-style video that you share on your social media channels, and watch your view count go through the roof.
These are just a few examples of how you can use video to build trust and a real connection with your customers. If you have any questions about this, please leave a comment below. And if you’re feeling inspired now and ready to step into video marketing bliss, get in touch! I’ll be more than happy to support you with anything from concept to final cut. Can’t wait to see you shine!
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