🗝 Key strategies to building brand trust through video

👋🏼 Hello Novel Community,

We're back in your inbox with another weekly edition of 🚀 The Journey Newsletter.

I like video, you like video. We all like video. Today we're going to be talking about how brands can authentically use video to build brand trust to more deeply engage and convert their audience. Buckle up, let's go! 🏎Jon

TL;DR

Your audience craves video content and connection to your brand.

• Customers purchase 71% more often from brands that have built trust

• 84% of people have been convinced into making a purchase from watching a video

• Founder, How-To, and UGC video are highly effective in establishing trust between your brand and your audience

Continue reading for more insights and ideas on developing a video strategy that wins you better engagement and more sales 👇

The Power of Community

We, as humans, are social creatures. There are countless studies on the positive impact that a sense of community - or a network of trustworthy and authentic connections - has on our existence. Feeling like we belong, and trusting those around us, keeps us both happier and healthier.

Before we go any deeper into sociology, let’s remember why we’re here today: this same relationship applies when building trust between your brand and customers.

Customers engage more with brands that they trust. They trust brands who present an authentic, relatable image of their products and those who use them. According to Adobe, when a brand is trusted:

• 71% customers will purchase more

• 61% will recommend products through word-of-mouth

• 41% will join a loyalty/rewards program

• 40% will leave positive reviews or comments (woah, that builds more trust!)

Damn. Sounds pretty good, right? While there are many methods to build trust between your offering and prospective customers, we believe that video should spearhead your strategy in making your brand more relatable.

Leading with Video

Video is ubiquitous, engaging, and impactful:

• Online video makes up 82% of internet traffic

• 75% of consumers prefer video over text on the internet

• 84% of people were convinced into making a purchase from watching a video

💪🏻 Pro tip: Using video to communicate and engage with your audience converts 86% better than static content. Try Novel today to turn your video content into a conversion machine 🤑

So what types of video should you be targeting? While there are many forms of video out there, we identified three specific types that are proven to be effective in building brand trust.

1. Founder or Team video

There is no better way to establish an authentic brand persona than by recording videos of yourself and your team. It’s an opportunity to bring emotion and personality to your products, while sharing your company culture. While it can be intimidating to start, try not to overthink it. Our friend, Conor Murnane (Growth Advisor, Video Guru, and more) has an awesome video with some tips to get you started!

2. Product / How-To VideoHow do you build trust in potential customers about the value and efficacy of your product? Show it in action. How-to videos have skyrocketed in popularity, especially during the pandemic. Viewers watched more than 100 million hours of how-to videos a year in North America alone. Three-quarters of people prefer to learn by watching over reading.

3. UGC / Customer ReviewsThe video format that is proving to be the most popular in driving consumer decisions is UGC (user-generated content). Because it is created by consumers like you and me, it is highly relatable. In fact, a whopping 92% of consumers trust the organic nature of UGC more than more traditional advertising. While we trust our peers, we are much more wary when we know we are being sold to.Every brand and audience is different. What is really effective for one brand, may be less effective for the other. Embrace the process: you're on a journey with your business. Know that, no matter what, your customers won't begrudge you for a video that isn't perfect. Every piece of video content is an opportunity to learn and improve in the next iteration.YOU GOT THIS.

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See you next Thursday!

Jon