Our video production team here at The Best Media recently started working on a series of videos called ‘Meet the Team’.
They’re nothing fancy, just sit-down interviews with each member of our team, providing some insight into who we are, what we do, and how our work benefits business owners.
The authenticity and clarity of these videos got me thinking about something our CEO and Vice President have been stressing a lot lately – how people tend to overcomplicate things.
This is mirrored by all the million-dollar ads and slick sales tactics used by brands today, which make it easy for marketers to overlook the significance of simplicity.
Let me put it this way:
If you were looking for an agency to handle your digital marketing, what would inspire more trust: a video that feels like you’re having a conversation with the people who work for that agency, or a flashy, big-budget ad telling you how great they are?
I think I can safely assume what your answer’s going to be.
And I don’t need a survey or a study to back up this point, because it’s just common sense.
Though the visuals may not be awe-inspiring, a simple, unscripted interview can make your brand look more genuine and trustworthy than it would from spending millions on a Hollywood-quality ad.
I think if more CEOs and business owners just got in front of a camera and spoke from their heart, a lot of companies would be selling a lot more stuff.
So, before I start to overcomplicate things, let’s talk about how your business can benefit from interview-style video production services.
Check out the interview with our vice president below to get an idea of what I’m talking about.
A lot of marketing has a contrived, sterile feel to it, and while ads might look amazing, many of them just feel phony and forced.
But interview-style videos add that human quality to your marketing by putting a face on your business.
They just feel so much sincerer than most marketing today, especially when they’re not scripted (obviously there’s an intent and talking points, but you’re not reading from a teleprompter).
These kinds of videos give the viewer the feeling that the person being interviewed is putting themselves out there where there’s a chance that they might end up looking foolish or something might not come out right.
This enhances the humanizing quality of these videos because the idea is that you must be passionate, genuinely love what you’re doing, and truly believe in the quality of what you’re selling to be taking that kind of risk.
Interview-style videos allow you to show off the level of authority you have in your industry and highlight the amount of knowledge you have, but in a way that seems natural.
It’s pretty easy to tell when something’s been heavily scripted, because people just don’t talk that way.
But if you’re able to exude expertise in an off the cuff interview, you’re showing that you’re an authority in your industry, and you don’t have to look like a douche by discussing your so-called credentials.
And keep in mind that these videos don’t even have to be about the person being interviewed.
Have a new product or service you’re about to announce? Sit down with the owner of the company or the head of the department and discuss what that new offering can do for potential clients and why they’re so passionate about it.
You might have to rent a video production studio, but it’s definitely worth the cost.
Not only does this show that you’re an expert, but it can also help to increase sales.
A survey from Animoto found that almost three quarters of consumers are more likely to buy a product or service if they’re able to watch a video explaining it.
Just the act of putting out video content is known to make consumers have more trust in your brand.
The Animoto survey I referenced above also found that 58 per cent of consumers think that businesses that produce videos are more trustworthy.
So, imagine the reaction you can get from a video interview with a business owner or CEO explaining why they chose to offer a product or service, what it can do for customers, and why they believe it’s going to work.
We already know how popular explainer videos are, and I think getting that same information straight from the horse’s mouth could be even more effective.
One of the reasons for this is that in a conversation questions are asked, opinions are challenged, and you’re not just listening to some talking head drone on and on unquestioned, which means the person being interviewed really has to know their shit.
Allowing room for follow up questions and clarifications also helps to increase brand trust, because it shows you’re not afraid to be challenged and that you’re confident in whatever it is you’re selling.
Interview-style videos can also help you with the recruitment process, getting job seekers excited about your business and weeding out people who aren’t the right fit for your company.
Unrehearsed testimonials from employees provide a candid look into company culture and the atmosphere in the office, even if they are a little cringey.
And they don’t just benefit employers. People looking for work want to see this stuff.
A survey from Glassdoor asked people which factors are most important to them when it comes to looking at job ads.
Those who responded to the survey listed employee reviews as one of the most important factors, with 32 per cent of respondents saying they look for these kinds of testimonials when they’re scrolling through job ads.
Interested in making interview-style videos, such as employee testimonials, but don’t have access to a video production studio? Contact The Best Media and check out our video production services if you want to learn more.