The role of video in building trust
In recent years, much of content marketing shifted to video streaming. In 2005, as the oldest of millennials entered college, YouTube came onto the online scene and opened video expression to the masses, and as the company grew, more corporations create their own profiles.
From fashionistas to singers, stars are born on YouTube. Other platforms arose and soared from the prevalence of video marketing and presentation, such as Snapchat and Vine. Facebook and Instagram stories make sharing video clips of one’s life effortless and let audiences share the experience as if they are there, too.
This presents opportunities for businesses to inspire, evoke emotion in and appeal to needs of their audiences in a real and authentic way. Here’s what you need to know about the growth of video marketing and why your business needs it.
Video Content Represents Pure Connectivity
Your brand is not a stagnant strategy on a piece of paper — you must bring it to life. Video lends electroshock therapy to flatlining marketing strategies and generates pulse. Your brand evolves continually, and telling that story is important to keep your audience connected and bring in new viewers — which could eventually become loyal customers.
Video does what text doesn’t. It creates an immediate, real and authentic route of interaction and connectivity with audience members, who can often provide reactions and comments in real time.
Word-of-mouth is an age-old marketing tool because trust remains intrinsic among consumers. Consumers trust the experiences of others. Build that trust from the start by speaking directly to consumers through video to establish pure connectivity.
Around the world, 91 percent of consumers are likely to reward brands for authenticity and share the brand with friends and family, and 62 percent are likely to purchase from or show greater interest in purchasing from a brand that authentically expresses itself. Interestingly, U.S. consumers were less likely to build trust with new brands as compared to others globally, particularly the openness expressed by Asian consumers. For U.S.-based businesses marketing domestically, video content is the key to building trust.
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