How to make a personal connection through videos
The power of videos in solidifying a personal connection with viewers can’t be magnified enough. Videos present possibilities to break down hurdles and draw in future brand advocates. Also, storytelling through video can lead to solid bonds. That is because viewers are entranced on a personal level.
Not surprisingly, there are barriers and obstacles along the way. Some marketers find it uncomfortable to reveal themselves on camera. Others like to keep their business and personal lives separate. Making personal connections through videos put the brand in a vulnerable position. It opens the company to criticism from the experts and hateful words from internet trolls.
As such, it’s imperative to find a balance in creating marketing strategies. Create chances of connection without compromising the brand identity. Tell the brand story in a way that connects to the audience and spreads brand awareness.
Reference interests, passion or even quirks
Online users often make judgments about people they don’t know based on the videos. But by mentioning personal details, some barriers can be broken down.
For instance, the company is opening a new store in New York. The person in the video could say something like, “I have a fondness for the Big Apple. I used to vacation there with my buddies when we were in college.
” Now, the goal is to present the brand as a niche leader. The marketer can say, “It’s a tough industry, but we’re a competitive company. In fact, we have several awards to prove it.”
Seemingly trivial touch points like the examples above can humanize the brand.
Show the company culture
Most consumers take brands for granted. They often forget that there are people in each company or organization. And so, dismissive comment or a false claim on social media can hurt.
One efficient way of making a personal connection to viewers is to show them the company culture. For instance, ten-second Instagram Stories every Friday shows how employees enjoy their #FoodieFriday.
The viewers can see not just the culture of the company, but the camaraderie of the people behind it. And that has a significant impact on how they make purchasing decisions. Consumers would likely purchase from a company that is welcoming and accessible. And they can associate these traits with the brand just by watching a ten-second video.
Another excellent example of showing company culture is the video from Makers.com of Susan Wojcicki, the CEO of YouTube. She revealed that she makes it a point to go home early so she can have dinner with her family. She tells people that she’s unavailable between 6 and 9PM. If a work-related event needs her attention, they can contact her past 9PM.
YouTube employees appreciate their CEO’s family time. They also get to be home early to spend quality time with their own family. It also shows that the company values balance in life. This personal detail revealed a side of YouTube that no stats can succinctly express.
Share Stories from Actual Customers
Doubt is a typical consumer emotion. It takes a while for people to trust a brand completely. This is particularly true if the brand is new or if they’re unfamiliar with it. No matter how stunning the visuals are or how great the story is, uncertainty is still present. Questions arise the moment the video plays. Will the product work? Will I get my money’s worth? How trustworthy is this brand? Is this for real?
One way to cut through or eradicate this uncertainty is to ask actual customers to share their own stories. Often, prospects and leads relate better with current customers than with the brand marketer. The former urges them to try the product or service because it works for them. The latter, regardless of how subtle, will come across as a salesperson.
Some videos do not have much room for telling stories. But short or long, the videos must help the viewers see past the sales talk. The tips above are organic techniques for clearing off the marketing facade. They help marketers reach and touch people to create meaningful personal connections.