Building Trust Using Video
Trust, is a huge influencer when we spend money. Use a promo video to involve your customer. Why? Because that will help build up trust and according to Havas Media, only 22% of brands are trusted. You refer a trusted painter and decorator to a friend, your friend tells you about this nice restaurant, your mum needs a new carpet so you call your mate Dave etc. Why do we choose these options over others? Because we only want to spend money with people we trust.
How do we build trust?
Be clever with your video marketing. Instead of just selling, why not use your promo video to help your prospective clients, teach the customer about the value of the brand, take them behind the scenes and dunk them in your world, connect with them! This will create high levels of engagement and build a meaningful rapport between your brand and your customer.
The real challenge is creating powerful and memorable content that makes the audience feel something. When thinking about a trust-building film, you should consider:
- Meaningful content – Consumers are fed up with being spammed with “opportunities” to buy a product. Your video needs to add value and should teach/help, entertain, create conversation and above all, represent your brand ethos. If you get this right you won’t need to push the sale as your customer will see the value and buy from you and then (here’s the important bit) tell others.
- Storytelling – The story you tell about your company, its people and its brand is the only thing that will efficiently differentiate you from your competition. Stories are vectors for emotion and connecting with emotion, will help you penetrate the monotonous wall of information that we’re all subjected to. Remember viewers will use this content to tell other people your story so you need to forget about your mission statement and create something memorable.
- Be human – If a viewer can’t relate to your brand, they will soon switch off. Show your human dimension and forget about your corporate side here, add humour and emotion to truly engage an audience with your brand and build trust.
For Example
Take a look at the film we created for Gaze Burvill a prestigious Oak furniture company.
They tell their story and take the viewer behind the scenes. Showcasing the skill involved, the thought behind each design, their commitment to sustainability and about the oak itself. It provides a transparent view of the business, making it more personal and giving people a deeper understanding of the brand. There is no mistaking that Gaze Burvill furniture is high end. Consumers will pay the price because they can see what goes into each piece of furniture and they believe in the company. Customers now buy into the brand, not just the product!
Want more in-depth advice on building trust via film, pop us a message, we love a good chat so please feel free! We’ve also recently createdn E-Book, giving you the low down on all things video sales, download it here!
