Why video is the best tool to help your business build trust

If ever there was an age when the old adage ‘the camera doesn’t lie’ has proven false, it’s in these digital times. Despite this, video as a form of content marketing has gone from strength to strength. Increasingly, search engines prioritise video content as a sign of authenticity, and consumers elect to receive information through video over and above any other type of communication. When trust is so important within the foundation of consumer and business relations, it’s clear that video is a key tool. We look at why this is and how to get it right. 

Why is video popular?

Video is the preferred medium of 72% of consumers. That’s a huge majority. There are some very clear factors for this, since video content is generally highly engaging and accessible. The audience can consume the information conveyed in a video in a more passive way which requires less effort. This is probably why around 95% of information is retained when communicated by a video as opposed to 10% by text. We’ll test you later!

Audience demographic

Clearly, we’re talking in very general terms here – not all audiences are the same. We delve more into identifying your target audience here. So which demographics are more likely to respond to video? Millennial audiences are used to accessing information via video, but these demographics are certainly not the only reason for the rise of video, since older demographics are likely to trust video content too. 

Social environment

The normalisation of video as an everyday way to discover new products or services is all wrapped up in technical advances and social media. However, it’s also much more primal. As humans we seek to recognise a reflection of ourselves, and have a common bond. This is where trust comes in. Video achieves this, whether it’s live action or animation. When our eyes register moving images, we understand them to be relatable, accessible and ‘real’, therefore more trustworthy. It’s this instinctive response that we must not forget when we start to plan a corporate video. 

How do businesses use video?

The sense of trust that video inspires in an audience is a key factor in what makes it such a valuable content marketing tool. Businesses and organisations, both commercial and not-for-profit use video to communicate key messages to existing and potential customers. 

• Case studies – By using video, case studies become a much more engaging document. Motion graphics make data easily digestible, and interviews convey authenticity and trust.
• Informative content – From explainers and ‘how-to’ videos, to guidance and ideas, video allows for a lot more clarity than text instructions. This makes the information more trusted, as the audience can see a direct demonstration. For example, product user videos work incredibly well in conveying instruction and troubleshooting. 
• Social media – Even social media platforms which began as text only have incorporated video as a media stream. This is a real testament to how powerful this tool is. On social media platforms, video content is twice as likely to be shared than other types of content. This action of sharing marks your content as being trusted by its consumer.
• Brand identity – Video conveys messages with improved clarity. This makes them ideal for organisations to express messages connected to their brand identity. Trust is a key part of a successful brand, so it’s crucial to get video content right.
• Presentations – Trustworthiness isn’t just important between a business and its customers or clients. It’s crucial as a workplace culture too. Many businesses use videos, not just for client or exhibition presentations, but on-boarding, internal comms and training presentations too. 

Video and trust

So, where does the link between video and trust come about? We’ve already mentioned that innate and primal instinct to recognise familiarity. So what else is it about video that makes it such a fantastic communicator?

Engagement

Get your video right, and your audience will be drawn in and consume your whole message from start to finish. The most engaging element of your video is often thought of as a ‘hook’, and this needs to happen in the first few seconds of your video. An unusual or contentious opening, endearing character, or interesting statistic may be appropriate. Remember that videos of 2 minutes or shorter achieve the most engagement. However, this really depends on the purpose of your video, since case studies, instructional videos, and presentation formats generally require longer.

Authenticity

Trust is intrinsically linked with authenticity, since authentic messaging demonstrates the best of intentions by an organisation. How to convey this in video though? Genuine interview footage is often received better than scripted and polished performances, for example. Take the time to refine your core messaging so that it is revealed naturally in your video production decisions. 

Evidence

From data infographics to product demonstrations, videos are a perfect tool to provide evidence to your desired communication. These visual reveals are clear and digestible, which makes them more trustworthy. 

How to optimise trust in your video

When you’re in the process of commissioning a marketing video for your organisation then, how do you get it right? You should pay special attention to certain features of your video in order to optimise trustworthiness. 

Quality

High quality production values will establish your video as authoritative in the eye of the audience. By working with a professional video production company, the quality of filming and the final edit will embed in your video an innate sense of trust. 

Clarity

Be clear in your messaging. This is all part of the process at concept stage. If you go into a video project from a messy place, this will come out in the final product. So take time to refine elements such as concept and script.

Consistency

Your corporate video is easier to consume if you can minimise any moments of jarring, This might be in sound levels, lighting, or other aspects of continuity. The best way to get this right is to use a professional organisation. At Ally & Mo, we ensure that the videos that we produce meet the highest standards.

Regularity 

Trust is built over time. So if you are building a brand, think about the impact of regular video content. By producing several videos to be released over a period of time, you can deepen and strengthen your message and the bond with your customers.

At Ally & Mo we produce video content to meet a range of marketing needs. We pride ourselves in our quality of product and service, helping our clients to establish and build trust with their audience.