What makes good video marketing?
(And why human connection matters the most)
Companies often feel pressure to combine video amongst their marketing strategies, but often skip past what makes these videos effective.
People tend to focus on the technical aspects of video, which is of course important, but what about the connection that needs to be made through the screen? Good video marketing isn’t necessarily about perfection, it’s about the people behind the camera, and how they build a relationship with your audience.
So, let’s explore the most impactful way to use video. From the strategies you can use, to the psychology of human connection and the small changes you can make, so that your videos feel more authentic.
Good video marketing is video that feels human, video that clearly communicates a message that your audience care about and will act upon.
When planning your videos, think about the answers to these three key questions:
Who is the video for?
What do they need?
Why should they care?
But these answers need to be delivered in the most impactful way possible.
By filming people with real life experience and telling their stories, an emotional connection is created with your audience. When this connection is made, it instantly makes your message of more significance and creates authenticity throughout your brand.
This is what helps differentiate a good marketing video from a great one. Creating content that reflects real people, real purpose and real value helps your audience to feel understood, rather than sold to. Video marketing should turn your message into something memorable that will stay with your audience.
The core of successful video marketing is human connection.
Psychology shows that the emotions we feel play a crucial role in the decisions that we make. This does not change when it comes to choosing the products and services that we use and the brands that we support. Human centric video content makes it possible for your audience to associate specific emotions to your brand. There are hundreds of examples of this being done by some of the most successful brands in the world, such as Nike’s campaigns on overcoming challenges, Dove’s ‘My Beauty My Say’ campaign and of course the John Lewis adverts we all look out for each Christmas.
Although these examples are extreme, they showcase how powerful emotional branding and storytelling can be, and how video can enhance this. Humans are wired to respond to faces and we trust what feels real. In our brain, neurons activate when we watch another person express emotion, meaning your viewers don’t just listen to your message, they feel it. This chemical response in our brain links to our memory, trust and behaviour in a way that animation or text alone cannot do. This is so important when it comes to using video marketing for your brand, as people rarely form a connection to a product or service unless they can relate positive emotions to it.
Whether it’s a testimonial, an event highlight or interview-based filming, the moment your audience see real people with real emotion, trust begins to form.
When your audience sees the faces behind your business, it uncovers the genuine side of who you are and why your brand will make a difference in their lives.
A testimonial becomes more trustworthy when viewers can see the client’s expressions.
An event highlight is more inspiring when its energy and atmosphere are captured on video.
Promotional videos are more engaging when your brand story is told through real-life experience.
These small but powerful human moments that can be captured through video allow your brand to be transparent with viewers and show what your brand means to people, not just say it. Human-centred video content doesn’t just communicate information – it creates connection. It turns passive viewers into active participants of your brand’s journey, building loyalty and trust amongst current and future clients.
Let's breakdown exactly what your next video should include to create that human connection.
1) A clear purpose – There’s no point creating a video just for the sake of it. Every video should have a reason. Explain to your viewers what you want them to feel or do after watching your video. Are you educating them? Inspiring them? Or maybe encouraging action? You need to make this purpose clear from the start.
2) A human element – Show the people at the heart of your business. Use real faces and real stories to create trust and build a connection with your audience. Express the emotion and personality behind your brand.
3) Simple structure and concise message – Make sure it’s easy to follow. Organise your video so the key message can be understood in the first few seconds, avoiding any unnecessary information.
4) Consistency - One video is a great start, but having consistent content will build lasting relationships with your clients. Regularly sharing stories and updates will keep your audience engaged.
