With video marketing more important than ever, many companies rush to put out as many videos as possible. They end up being generic and void of any personality or true branding. Afterward, the same companies will wonder why their message isn't connecting.
In order for your videos to be successful, they need to be transparent and authentic. In fact, a recent study found that purpose was an even more important indicator to consumers than either price or quality was.
Below, we'll discuss exactly what authenticity and transparency means for video marketing, and how your company can make sure you have it.
Why Authenticity and Transparency Matters
Keep in mind that when you're creating marketing videos, you're hoping to build your brand, engage your audience, and boost your conversions. If you aren't staying true to yourself, it's going to be impossible to effectively achieve your goals.
Authenticity is important for a wide variety of reasons. Here are some of the biggest reasons it works wells:
- It gives you a competitive edge if your competition's messages are confusing and boastful.
- It shines a light on your business' purpose, making it easier for your audience to connect and engage with you.
- It creates an aura of quality and reliability for your brand.
- It gives your audience a reason to become brand advocates and share you with their friends and family.
Finally, you'll find it much easier to develop honest videos. Trying to build the perfect video is extremely difficult, but if you're just trying to get your message out there and be yourselves, it'll come naturally.
Next, we'll discuss exactly how you can start creating authentic and transparent marketing videos.
If you shine a light on yourself, it has to be honest and transparent!
Developing an Authentic Brand
Authenticity simply means that you're showing you really are. You're honest with yourselves and your audience about what you do, who you serve, and what you stand for. If you're not transparent about your identity, it's impossible to truly connect with your audience.
Here's how you can make sure that your video marketing efforts are as transparent and authentic as possible:
It's incredibly simple, but it's shocking how many marketers miss the boat. You can't make claims that aren't true, or even exaggerate the benefits of your products and services. Consumers today are extremely savvy, and if they notice anything that's off they're going to shut you off immediately.
Show Your Best Side
Your company should give back to the community, so make sure that you document it with videos. Post interviews with employees that volunteer, or give a charitable organization a shout-out with a quick video. If you're able to generate good will, your brand will automatically be more authentic.
Consistency is Key
Keep in mind how important integrated marketing is. Everything needs to work together as one cohesive unit. You need to keep your message and claims consistent among all your efforts, especially your videos. If anything comes across different or confusing it hurts your brand and decreases transparency, authenticity, and trust among your audience.
Consistency is the key to your whole marketing puzzle!
If you're struggling with developing video content that's engaging, useful, and honest, make sure to contact us today. We have over 20 years of experience helping companies develop the perfect marketing strategies and content!