At this point, you understand the concept of social videos and you are getting ready to start working on the video ideas that you have. As great as social videos are and as multi-dimensional as it could be applied, there is one thing that ruins your brilliant ideas and effort. However, it is also the only thing that can ensure that your message hits home with your audience. What I am talking about is AUTHENTICITY. However, to a lesser degree, you also have to be transparent. Let’s call it 1b
In other words, don’t come off like you are lying. Do not make your viewers feel that you are not being totally honest or open with them. Funny thing is, even when you are being completely open and honest, you might still give off a vibe of inauthenticity unknowingly.
To enjoy success with video marketing, potential clients need to feel like you genuinely have their interest at heart. That you want them to win and be successful. They will consider themselves in a relationship with you if they like you enough and then start making purchases from you. Matter of fact, most buyers like to be in a relationship with brands that they make purchases from. These customers want to be heard, seen and considered by the brand that they spend their money on. If your customers / clients are happy, then you are also happy but this only works if they find a reason to connect with you from the start.
This connection will be harder to achieve or potentially impossible if they don’t find you authentic enough in the moments when you are supposed to be authentic. So it is important for businesses to ensure that when they put out video contents, they come off as genuine/authentic and transparent.
It is important to note at this point that producing authentic content has little or nothing to do with the quality of equipment or professionals employed for the job. Sadly, the chances of being inauthentic are higher when more time is spent focusing on looking and sounding good than actually just communicating.
Video content that is transparent means that you share your real stories, your failures and successes. How much you are willing to share depends on your brand direction but being transparent allows you to share valuable contents about your brand. Customers getting valuable contents means they start to develop trust with you. So unlike others that are consistently trying to market them on one thing or the other, they chose you because they trust you.
The more details you share, the more they will trust you because they understand that you are not hiding anything.
Authenticity has more to do with WHAT you share. This means that as a brand, you must share content that reflects your essence, what you are about, what you stand for even if it is not the popular opinion. You don’t want people feeling a disconnect when engaging with your brand and they realize that their reason for connecting with you is actually not real.
Achieving an air of authenticity does take time, established by not just speaking but followed up with actions. It is advisable to maintain communication and targeted audience because not doing that will mean losing the trust of those loyal to your brand already. This is not to say you can’t change your mind or direction ever but you have to be honest about even that process during the few times when it happens so your followers don’t feel deceived.
As a brand, authenticity does not need to be forced if it is coming from the right place and when you are working on your content, you won’t feel like you are lying, instead, you will feel like you are connecting. Trying to balance this with transparency depends on your discretion as a brand in deciding what and when you want to share in a way that applying transparency means additional value.
Some of the ways to help build authenticity is to let followers see the face(s) behind a brand. It allows followers connect to the personality of those involved while also helping to build familiarity and rapport. This naturally leads to more engagement from followers as they now see your brand as approachable
Another method which was hinted above is sharing your success and failures but in addition, asking your followers for advice with your challenges. This gives followers a sense of personal investment in your brand.
You can also make use of User-Generated contents by sharing contents that are user focused posts. It helps to form relationships and build a sense of community.
Ensuring that you are authentic also means that you are never about the sales, instead you are about helping your customers/clients achieve their goals or targets. This helps you to be what they are interested in instead of promoting what you think they might be interested in
To recap, the approach to achieving authenticity should start with a deep analysis of your target market and understanding the type of contents they enjoy. Second you mix this knowledge with your brand goals to form your social strategy. Third, when you start generating and putting out contents, you should make use of a check list that includes the following:
- Is what we’re posting relatable?
- Does our audience feel like we really get them?
- Are we being true to our brand and our honest stance?
- Do we have an effective mix of content, tailored for our audience on each channel?
- Across our all of the different team members representing us on social, are we sending quick, empathetic and engaging responses?
So be honest, don’t present your brand’s product or service in a fake way, don’t just post for likes, think about what you are posting, speak from within you, don’t copy the competition and just be real