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Thoughts - April 11, 2024

Creating Videos That Establish Customer Confidence



Thoughts Thoughts

In today’s digital landscape, establishing trust and credibility with your audience is more important than ever. With the rise of video content, businesses have a powerful tool at their disposal to connect with potential customers on a deeper level. Showing rather than telling, video is a creative and effective avenue to express your brand’s personality, expertise, and values — ultimately building customer confidence. 

We’ve curated a list of our favorite ways to establish confidence with our viewers so that you can do the same with yours. 


Authenticity is key

Authenticity breeds trust. When creating videos, strive to be genuine and transparent. Avoid overly scripted or rehearsed content that feels disingenuous to your audience.  Instead, let your brand’s personality shine through. Whether you’re showcasing behind-the-scenes footage, sharing customer testimonials or providing a look into your company culture, authenticity will resonate with viewers and establish a strong connection, 


Provide value

Above all, your videos should offer value to your audience. Regardless of content, ensure each video serves a purpose and provides actionable information or entertainment. By offering valuable content, you position your brand as a trusted resource in your industry, fostering confidence among viewers. 


Showcase expertise

Position your brand as an industry leader by creating videos that showcase your expertise. This could include tutorials, how-to guides or thought leadership content that demonstrates your knowledge and expertise in your field. Offering valuable and actionable insights allows you not only to establish trust with your audience but also differentiate your brand from competitors. 


Prioritize quality

While authenticity is important, it’s essential to prioritize quality in your video production. Invest in professional equipment and editing software to ensure your videos are visually appealing and professionally polished. High-quality production values signal to viewers that you take your brand seriously and are committed to delivering excellence. 


Always engage 

Foster a sense of community and connection by actively engaging with your audience through your videos. Encourage viewers to leave comments, ask questions and share their thoughts and experiences with you. Keep your responses fast and friendly to demonstrate that you value their input and are committed to building meaningful relationships. 


Building trust and credibility takes time. By adding authenticity, value and quality to your video messages, you’re on your way to creating videos that establish customer confidence. For long-term success, consider a video strategy that’s sustainably-minded and ready for the future.

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About the author

Becca Zarchy

Associate Marketing Manager

As Associate Marketing Manager at EA Collective, Becca leads efforts to create and curate content across Agency EA, Storyhorse, and Studio Sage.