Using video to build trust

Trust is…. BIG.  Building trust with a (potential) customer makes them far more likely to commit to your products and services; trust is your biggest asset when it comes to driving conversions.  

How does video play a part in this? Well, it’s everywhere, and people are ravenously consuming it. In fact, in 2019, video will comprise 82 percent of all internet traffic, according to Cisco.  Given this, video should be an essential part of your marketing strategy assisting in telling your story and clarifying your message.  And if done right, video will build trust with your prospects – here are three reasons how.

Video reveals your brand’s values

The platform is there and the world is watching so it’s essential that you carefully craft your story (video).  Beautifully shot and expertly composed scenes, capable performers, smart editing, stirring music, and captivating production design all tell a story about who you are and what you value as a company – sometimes even more effectively than the narrative itself.

Taking the time to partner with a professional video agency to craft a meaningful and authentic video about your brand speaks about the standards you hold your company to and further humanizes your brand (making you relatable and reachable).

Put simply, the quality of your video is reflective of your brand and shapes your customer’s opinions.  Quality = trust. It is what most people buy into and keeps your customers coming back.

Video has the ability to reach your audience wherever they are.

Video finds your audience

78% of people watch videos online every week while 55% watch video content daily (Source: Hubspot). Video is accessible to anyone with internet access; it has the dexterity to reach your audience wherever they are.  From your mobile phone, your laptop or desktop, to your tablet and more, video is there – ever present. Consumers like it because it’s easy to digest, entertaining, engaging, and hopefully useful.  By providing useful entertainment for your audience across all their lifestyle devices you are communicating that you are relevant, resourceful, available, and helpful which builds trust every time.

Video is show & tell

Video not only describes to your customers what they can expect from your business but it can also showthem.  Not only that, they can see it in ultra 4K, in 3D, in zoom mode, and with unspoiled detail all while sound effects, music, voiceover, and copy liaise to more effectively educate an audience.  And ultimately… “seeing is believing”. Videos excel at giving customers a really close-up look at a product, service, or even an influencer or teacher. Seeing is believing and seeing certainly can build trust.

As newly-developed platforms and innovative technologies emerge, developing trust will remain as a key component of marketing strategy.  When brands provide value, educate, and humanize themselves, and when brands are omnipresent across your routine social channels, they reinforce who they are and build a relationship on trust.  And we can’t stay loyal to someone who hasn’t earned or nurtured our trust – can we?