Using Video to Build Trust

Trust is a big thing. I’ve written blogs on this essential virtue before, and I’m doing it again in this blog – but from a slightly different angle this time. Since it’s estimated that 74% of online traffic will be video this year that higher quality video is far more effective than lesser quality video, and that more than half of marketing professionals worldwide “name video as the type of content with the best ROI,” it seems to me that video is essential to telling your story, clarifying your message, and building trust. * That’s right, the right kind of videos can build trust with prospects, viewers and even your existing customers or clients. How does video build trust? Well, I think there are three main reasons…and here they are.

1. VIDEO REVEALS YOUR VALUES

Everything your audience experiences about you tells a story. This is why it’s important for you to consider and strive for excellence in all areas of your business, especially when you “put something out there.” The world is watching! It’s essential that you carefully craft your story in the blogs you post, in the design and copy of your website, in print ads, on social, and most vitally, in your videos.

“The quality of video that you reveal to your audience shapes their opinions of the quality of your brand”

It all starts with what you reveal about yourself. Beautifully shot and expertly composed scenes, capable performers, smart editing, first-class music and captivating production design all tell a story about who you are and what you value – sometimes even more effectively than the actual narrative itself. When you take the time to partner with a Video Agency to craft a meaningful and authentic video about your brand, that in itself communicates that you value collaboration, excellence and humility – all of which subtly build trust. When you insist your product be captured with pristine clarity, simplicity and care, it sends signals to the watchers that you are transparent, straight-forward and respect their intelligence – big trust builders.

The quality of video that you reveal to your audience shapes their opinions of the quality of your brand. Quality (read competency and consistency) builds trust, which is what most people buy into and what keeps your customers loyal. Remember that everything they see (and hear) tells a story about you. So make sure what you are showing and telling them is building trust (not tearing it down).

2. VIDEO MEETS YOUR AUDIENCE WHERE THEY ARE

“Four times as many shoppers would rather watch a video about a product than read about it,” and “73% of B2B marketing professionals say that video has positively impacted marketing results.” * Part of the reason is because video has the dexterity to reach your audience wherever they are. Whether they are at home watching their big screen TV, at work on their laptop or desktop, or out and about on their smartphone or tablet, video is right where they are – always on and always working. By providing “useful entertainment” for your audience across all their lifestyle devices, you are communicating that you are relevant, smart, and that you care about who they are and what they want, which builds trust every time.

3. VIDEO SHOWS AND TELLS

In the days of radio, advertisers had to do the best they could to describe a product using only sounds and very descriptive words so that listeners might be able to better visualize the product they might be talking about. These days, of course, we can SEE the product in a video while we describe it. Not only that, we can see it in ultra 4K as the product rotates in “3D,” then “zoom in” with unspoiled detail all while sound effects, music, voice over and copy work together to more effectively “inform” us. The point is, “seeing is believing” for most people. Seeing builds trust. You might have heard a skeptic say, “I’d have to see it with my own eyes.” Well, video let’s everyone “see it” with their own eyes, so to speak, and they don’t even have to be anywhere near the actual product. It’s magic I tell ya.

So there ya have it: three ways that video can build trust for your brand. BUT, be warned all ye marketing Mad Men out there; you might be able to initiitally build trust with remarkable video content, but if the brand can’t deliver on its promise, trust will be broken faster than a Miles Teller flam paradiddle. Ethics and responsibility are always factors in long-term trust building, which means you gotta work hard to communicate the authenticity of your brand.

  • Brafton – “By 2017, online video will account for 74% of all online web traffic.”

  • Invodo – “Videos rated at least four out of five stars had more than twice the average buy rate of videos rated three stars or less.”

  • Brightcove – “62% of consumers are more likely to have a negative perception of a brand with a low-quality video experience.”

  • Syndacast – “52% of marketing professionals worldwide name video as the type of content with the best ROI.” 

  • Animoto – “4x as many shoppers would rather watch a video about a product than read about it.”

  • ReelSEO – “73% of B2B marketing professionals say that video has positively impacted marketing results.”*

Casey Williams