Learn how to create videos that connect with your audience and build credibility. Even videos that are produced at a high level have to feel authentic and connect to your audience. This video addresses how to keep authenticity while hitting the necessary
- Many video creators struggle with the balance between feeling like they're being authentic, and that they're also establishing their authority and credibility. This can be a difficult balance to strike because you want to be relatable. You need to be relatable. But, you also need to be taken seriously if you're speaking to an audience that requires your expertise as as subject matter expert, or an audience that you want to have the ability to be able to do business with at some point. But just remember, we only do business with people that we know, like and trust.
And that's part of the value of video, and video marketing. With that in mind, lets talk about how you can communicate authenticity and how you can establish credibility at the exact same time. One of the things that I think is important, is to know who you are to other people, as well as who you would like to be perceived as. And these things don't have to be incongruent in any way. They can actually be very much aligned. For me, I think it's important for people to understand that, I'm a kid who grew up in the '80s. I love comic books, and that I'm a big, ol' nerd, so that when I make a pop culture reference, or if I make an analogy that seems out of left field, they know where it's coming from, and they know that it's me being real, and it's a conversation that I would have with them whether or not we were doing a meeting or whether we were having coffee.
Because I think that the consistency of your character is something that helps establish your authenticity with people. They don't like when they feel that you're, "This way" with some people, and, "This way" with other people. And where there's a fine line for that, and I understand that there is the appropriate context to every situation, people like feeling a sense of continuity in the person that they're dealing with. They don't want to feel that someone is being two-faced with them. So, don't be afraid to show something of your personality.
Don't be afraid to open up and feel that makes you unprofessional. It just makes you human. You have to have an understanding of where you might be able to draw that line, and I think that if you look at things that are easily relatable, like the fact that maybe communicating that you're a parent might be relatable to a lot of people. Or communicating something in a personal experience. People start to understand where you're coming from. They can share in your perspective. This goes a long way to building trust. I've always believed that one of the best ways to get across your credibility and authority is through story-telling, rather than just reading off of your resume.
I think that when you read off your resume, it actually makes people uncomfortable, and it feels a bit pretentious. So, an example of story-telling. I would go to establish some of my credibility in say, video and video marketing by opening up with a little bit of a joke. A self-effacing joke, something that's not self-deprecating, but is still interesting. Primary example being that, I've shot and produced and edited a thousand plus online videos. And I don't recommend it, without talking to a doctor or therapist first.
That joke goes over very well with audiences because I'm talking about something that was very challenging and difficult to do, and I'm relating that this is something that might be an extreme. It may be something that I may have done that is very respectable, it might be something that establishes my authority in the industry to speak on these things, but I'm acknowledging the challenge. I'm acknowledging that it is something that may feel overwhelming, and that's okay. And that, we can get to that place, and I can give you some advice.
And I can help you, without feeling like I'm talking down to you or belittling your experience. So, I think that the way you use story-telling and framing to establish your authority without alienating people, is an important factor in how you communicate, and how you become relatable and authentic to them. I think that if you take this to heart, you'll have a much better experience in communicating your value to an audience.
- Preproduction and planning
- Production: camera, lights, and audio
- Video editing and post
- Online video platforms
- Understanding your audience
- Making awesome content
- Releasing the right volume of content at the right times
- Developing a content calendar
- Video optimization strategies