Key Takeaways
- Focus on real customer experiences. Use testimonials, reviews, case studies, and user-generated content to build social proof.
- Build content around stories, not just selling points. Frame your marketing around real challenges, relatable experiences, and clear outcomes.
- Keep your brand voice human and consistent. Write the way your audience actually speaks and avoid polished, overly corporate language.
- Prioritize honesty over perfection. Be clear about what you offer, avoid exaggerated claims, and create content that reflects genuine value.
Customers don’t want elaborate marketing content that sells half-truths and unreliable information for the sake of making sales. They’d rather have a brand that owns up to its faults and mistakes, or talks openly about its struggles.
But how do you be more authentic in marketing videos without trying too hard, or pushing your customers away altogether? You’ll be surprised at how effective it is for a brand to create content that not only feels real but truly does remain authentic. Here are some tips to remember.
1. Know Your Own Brand Voice, Image, and Values
Before you reach out to an audience, it’s important for you to know your own brand voice, values, and image. When you’re clear on the kind of image you want to put out to the world and how you want to connect with your audience, it’s easier to tailor your content to them.
Your audience wants to invest in and support a brand that it believes in, whose mission and vision they can get behind, and whose social presence appeals to them. Truly genuine marketing videos do just that.
2. Don’t Recycle and Regurgitate Overdone Content
Don’t take and rehash old content, follow repetitive and redundant trends, or rip off others’ content. For more authentic digital marketing, invest in creating original, unique content, even if it’s not as frequent.
Quality supersedes quantity any day, and you should develop original material, including tone, subject, titles, concepts, and more. The most authentic marketing videos are fresh. Nobody is interested in old news or seeing multiple brands repeat the same tactic, whether it’s following a social media challenge/trend or its repetitive visuals.
3. Look at Customers, Not Just Trends and Platforms
Again, create content that’s meant for your audience, not for SERP rankings and algorithm success. Your content should appeal to emotions, experiences, and the needs and wants of your audience rather than solely focus on what helps you get better stats. Keyword use, generic or highly specialized technical content, lack of flow, and the absence of meaningful information can cause a disconnect and may seem disingenuous to readers. Focus on making genuine marketing video content that draws them in rather than repels them.
When your messaging aligns with customers’ real experiences, your marketing develops real social proof. In a world where most advertisements will say anything and everything to make a sale, the voices and experiences of real customers stand out like nothing else.
4. Feature Honest and Inspiring Stories and Anecdotes
While all your content, whether it’s video, textual, or image-based, should have a story to it, it helps even more to take real stories of your employees, customers, and audiences. Feature case studies, testimonials, reviews, repost their images, and other types of user-generated and centered material to your platforms for more relatable, authentic video marketing content.
With an authentic story, your message becomes a powerful form of narrative marketing. It allows you to frame your brand around a relatable journey, one that’s far more memorable and engaging.
Work with 336 Productions
You can work with our Orange County video production company to create many kinds of authentic digital marketing content, be it trade show videos or event videos, for your brand. Our team of talented professionals and creatives will help you execute the most authentic, engaging, and unique content.
Reach out to talk with a video expert about your project.
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