Why people buy from people: How video marketing builds trust
Your business is likely to be recognised online before a face-to-face conversation happens. This is why building a trustworthy connection with your audience through online content is so important.
People are naturally inclined to trust other people more than branding alone. Using video allows you to show the faces behind the brand and tell real life stories that highlight the values at the core of your business. This immediately creates a sense of trust and authenticity between your business and your audience, before that initial discovery call is had.
This is a guide for business owners and marketing teams who want to build trustworthy relationships with their online audience. Whether you are currently using video, or looking to use it in the future, this blog will help you to understand why people-led videos are an effective way to build those important connections with your current and future clients.
The phrase ‘people buy from people’ shouldn't be taken to be against branding and other marketing strategies. Instead, it is about introducing human-centred content alongside your branding to create more engaging and credible posts. Showing people in your content adds familiarity to your brand. When making the decision to use a businesses’ products or services, familiarity reduces uncertainty and perceived risk. Seeing a face and hearing a voice at the heart of a business, automatically makes you feel more comfortable and confident in your choice to choose that business. This concept is significant in B2B marketing, as decisions made by potential clients often involve longer commitment and a greater investment. This is where building trust within potential clients becomes essential. Video can help to build recognition and help people feel as if they already ‘know’ your business.
Video allows your target audience to form a positive first impression before you speak to them. Seeing a face makes your business feel more approachable, and listening to the voices behind the screen shows clarity, giving reassurance in a way that cannot be done through written content. Video also gives you the opportunity to show what your brand stands for and how you communicate with clients - it shows your audience what it’s like to work with you. Seeing someone speak with confidence makes the message you are delivering more convincing, compared to words written on a page. This is especially important for your clients in the early stages of decision-making. Trust should be built long before an enquiry is made, and video allows this to happen.
Different types of video build trust in different ways, here are a few examples of videos I believe are the most effective at doing so:
Testimonials - hearing clients speak honestly about their experience working with you reassures your audience that you deliver what is promised. Seeing people’s facial expressions and body language, whilst they speak to the camera, help these videos seem trustworthy. Viewers will feel informed and confident in their choice to work with you.
Event videos - these showcase your business in action. Capturing real people, real atmosphere and real outcomes shows the credibility your business holds. More specifically, for B2B businesses, it displays that you are trusted and engaged within the industry.
Interviews and ‘behind-the-scenes content’ - this type of video gives insight into the people and processes driving the business. Showing real conversations and day-to-day life allows people to see not just what you do, but how it’s actually done. This creates transparency between your business and your audience, making them feel involved.
Promotional videos - when people are at the centre of these videos, trust can be built. Sharing stories of how your business has helped make a difference in people’s lives not only promotes a product or service, it shares a personal experience. This gives viewers a reason to trust your brand, and believe it can help them in the same way it has helped others.
These are all great ways you can build trust through video, although trust isn’t always about being perfect. In fact, a video that feels too polished can sometimes make businesses appear less relatable or approachable to potential clients. Audiences will feel more connected when a brand shows honesty and authenticity through video. Showing real people does exactly this. Smiles on clients' faces in testimonials, laughs from team members in event videos and conversations between colleagues in ‘behind-the-scenes’ content all show a genuine reflection of your business. This will have a bigger impact on your audience than a purely product focused video would.
Here's an example of this approach to video in action:
Building trust is one of the most powerful things video can do for your business, but it often comes with lots of questions. So, we have answered some of the most common questions we hear, clearing up why human-centred video is so important!
Q: Why is people-led video effective in B2B marketing?
B2B decisions often have high stakes, and take longer to consider. People-led content brings familiarity to your business, making people feel informed, even before a conversation is had.
Q: Will video help small businesses build trust?
Yes. Smaller businesses will definitely benefit from video. Simple, well-planned video content will be just as effective in building trust in small businesses as it would larger corporations.
Q: How long should people-led videos be?
They will vary in length, depending on the type of video and what platform it will be shown on. We all know that someone scrolling through social media won’t watch a 5 minute video! It should be long enough to clearly communicate the message and fulfill the purpose, ensuring you stay on topic. Your focus should be on clarity and impact rather than length, ensuring the video stays engaging throughout.
Q: Where should businesses’ use people-led content?
It can be used in many different ways including websites, social media and emails. It works really well where your audience are forming first impressions or looking for reassurance.
Q: What mistake in video marketing reduces trust?
Mistakes such as unnatural delivery and prioritising style over the actual content of the video tend to be common. Videos that feel overly produced can create distance rather than a connection. A lack of clear purpose behind a video can confuse your audience, reducing their confidence to work with you.
Q: Can video replace written content in marketing?
Videos work best alongside written content, rather than replacing it. It’s always beneficial to integrate into your marketing strategy, however, some things (such as detailed or technical information and policies) are better delivered through text.
