Trust is a big factor when it comes to capturing a substantial amount of customers in your industry. When a consumer trusts you, the likelihood of them choosing your brand increases with a great margin. Video, as we all know, has a massive potential to build trust for your brand in the minds of your consumers. Because of its high penetration, ease of access, and ability to keep people hooked, Video content can be a game-changer for your brand.
While it sounds straightforward, the process of creating your brand video can get tricky. But there are some tried and tested strategies that work for brands to build trust and authenticity in the minds of consumers. Following are five such ways that can be implemented to get your brand much-deserved recognition and attention.
Build your brand personality
The new-age consumer has moved past the idea that a brand is a product or a service. People look for human attributes in a brand, and building a holistic personality around your brand can help you stand out of the clutter. As a brand in the market, you’re committed to impacting people’s lives by providing them with a solution. Describing it in a well-structured story format with relevant examples and metaphors will make all the difference.
Creating a video that talks about what your brand stands for, what problems it aims to solve, and what impact it is planning to achieve will certainly make the consumer look at your brand beyond just the service. In the process of creating a brand video, you must touch on the underlying motivations of your target consumer. Here, a video editor can include emotion-inducing audio and transitions to make your video impactful.
Make your customers talk about your brand
When we hear about something new, we often want to know what others around us think of it, and for a brand, this is no exception. When people hear about your brand, they want to know what is the public opinion on it. They want to know what the users think, as that frequently drives their purchase decision. For this exact reason, consumer testimonials are a great way to build trust in the minds of people about your brands.
An impactful consumer testimonial should start with the consumer briefly discussing the problems they faced before using your product, followed by the product discovery and how your product has made their lives easier, smoother, and happier.
The brand must also make sure that they use the real experiences of people and include small details while creating a consumer testimonial.
While editing the video, a video editor must include actual shots of the products being used, as it helps the viewer attribute themselves using it. Another interesting way is to edit videos and make a compilation of testimonials where different people are talking about different attributes of your products that they liked.
Make your consumers feel heard
With the evolution of social media and other internet mediums, the feedback loop has shortened dramatically. If your product is in the market for even a very short period, you can still gain plenty of insights on what people think of it, what quarries they have, and what innovations they are looking for next. Interacting with your audience through video is a great way you build trust. The more they feel heard and acknowledged, the more they connect with your brand, which eventually results in good sales numbers. So leverage videos to interact with your audience. Answer frequently asked questions, and demonstrate a feature in your product. Ask a thought-provoking question. All these things make them understand your brand’s process of innovation that makes them connect to the brand better. Short video formats like Instagram reels work well in these things, and a video editor can use trending audios from these formats to make your product reach a wider audience.
Give them a bigger picture
Giving an overview of the industry that you operate in gives you the benefit of using data and statistics to your advantage. Before you start talking about your brand, start with how the industry has changed people’s lives, give updates, news, and facts about what is happening in the sector and what is expected in the near future. All this information excites the consumer, and the desire to buy your product drastically increases because of this.
This method also has a B2B benefit. If your brand is closely working with some other brand, collaborative marketing efforts can also be done to attract people to both businesses simultaneously. This way, the reach of both brands increases, and people look at your brand as someone friendly and collaborative in the market, and the network of the audience strengthens because of this.
Be authentic
If there’s only one takeaway that you’re picking from this article, it has to be this. The consumer today is smart and savvy when it comes to decrypting the marketing material of a brand. They can easily differentiate between an authentic message and a framed one. Hence, whenever you’re making videos for your brand, do talk to the actual users of your product using real people and not actors. Make sure to let the video editor know about your vision so that they can execute the same.
Often, consumers understand that just like them, a business also goes through a learning curve. As long as a brand is honest in its communication, accepts its flaws, and is committed to improving on feedback, the consumers are happy. In such a situation creating a focus group to review your videos before putting them out for all your audience can be a great strategy.
ConclusionBy identifying your brand’s exact requirements and implementing the above strategies, you can build a trustworthy persona for your brand. This trust then helps you build a loyal customer base who continue to return to your business,
Hi, I am Adam Smith, Admin Of TechSketcher, Creative blogger and Digital Marketer.