Make It Real
In a digital landscape oversaturated with polished advertisements and scripted performances, one thing is becoming increasingly clear: people crave authenticity. The rise of platforms like TikTok, Instagram Reels, and YouTube has highlighted a significant shift in consumer behavior—viewers want to connect with real stories told by real people. Glossy, over-the-top promotional videos might catch the eye, but genuine, heartfelt communication is what keeps viewers engaged and builds trust.
Why Authenticity Matters
Authentic communication resonates because it feels relatable. When a real person shares their story—whether it’s a behind-the-scenes look at their business, a personal testimonial, or a casual day-in-the-life video—viewers see themselves reflected in the content. This connection fosters trust, which is crucial in an age where skepticism toward overly polished marketing is at an all-time high.
A study by Stackla revealed that 86% of consumers say authenticity is a key factor in deciding which brands they like and support. Furthermore, videos featuring unscripted, natural dialogue tend to outperform heavily produced counterparts in terms of engagement and retention.
The Human Element: What Viewers Want
- Relatable Stories: People connect with vulnerability and honesty. A startup founder talking about the challenges they faced rather than just their successes feels more genuine and inspiring.
- Natural Delivery: Viewers appreciate when speakers stumble over their words or laugh at their own mistakes. These small imperfections make the experience feel human.
- Transparency: Showing the less-than-perfect parts of a process or journey can create an authentic narrative that builds credibility.
Tips for Creating Authentic Video Content
- Focus on Storytelling: Instead of scripting every line, outline key points and let the story flow naturally. This allows the speaker’s personality to shine through.
- Feature Real People: Whether it’s your employees, customers, or community members, real faces and voices have an unmatched authenticity.
- Embrace Imperfections: Don’t over-edit your videos. Minor flaws can enhance authenticity and make your content more relatable.
- Engage in Conversations: Use video to start a dialogue. Encourage viewers to comment, ask questions, and share their own experiences.
Examples of Authentic Communication in Action
- User-Generated Content (UGC): Brands like Glossier and GoPro have built entire campaigns around content created by their customers. These videos are relatable, unfiltered, and highly effective.
- Behind-the-Scenes Footage: Showing how products are made or providing a glimpse into company culture helps humanize your brand.
- Testimonial Videos: Instead of scripted testimonials, encourage customers to speak freely about their experience. Their genuine excitement or feedback will resonate more with potential customers.
The Bottom Line
In today’s content-rich world, authenticity is not just a buzzword; it’s a necessity. Real, unpolished, and relatable communication has the power to cut through the noise, build trust, and foster meaningful connections. The message for creators and brands alike is clear: let your humanity shine. Because in the end, it’s the natural, real human stories that stick with us the most. If you want to know more about producing meaningful films and videos, call us. We are always here to help. StagePost.com
