When creating behind-the-scenes video content, choose a modest, traditional home that reflects your average customer. Filming in a luxury property can be intimidating and unrelatable, undermining the goal of building trust. Authenticity with the target audience is more persuasive than showcasing aspirational, high-end jobs.
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Instead of polished ad creative, have the founder record a simple, direct-to-camera video on their iPhone announcing the sale. This authentic, personal approach often generates higher click-through and conversion rates by creating a friend-to-friend connection with the audience.
Instead of only featuring top-tier testimonials, conduct daily interviews with current members at various stages of success. Showcasing people who have just reached 50 or 100 subscribers—not just those who made millions—makes success feel more achievable and allows a wider range of prospects to see themselves in your program.
Contrary to the belief that businesses must appear flawless, sharing behind-the-scenes struggles and unpolished content can build stronger community and loyalty. This raw authenticity resonates more with audiences than a curated image, humanizing the brand and making customers feel like part of the journey.
Audiences connect with genuine, imperfect people, not polished professionals. Overcome the fear of looking awkward or making mistakes, as this authenticity is what viewers seek and will ultimately lead to a stronger connection and following.
A single, well-produced 'documentary-style' video of a routine job install has multifaceted ROI. It can be used as a primary asset on your website and YouTube, cut into clips for social media, and repurposed as a recruitment tool to attract quality technicians who value professionalism and high standards.
Instead of feeling intimidated by a camera lens or a potential mass audience, creators should visualize one specific person—their ideal client or a former version of themselves. This transforms the recording process into an intimate conversation, making content more authentic and relatable.
When a prospect watches a sales video featuring a real employee and then meets that same person to sign a lease, it creates a powerful sense of connection. This "magical moment" of recognition can be more effective for conversion than a slick video with a professional actor.
Overly polished video content in B2B can signal "advertisement" to users, causing them to disengage. Lower-fidelity, more authentic content often performs better because it feels more organic and native to social media feeds, focusing on the message rather than slick production.
In an era of highly produced brand content, raw, unpolished videos can feel more authentic and are more likely to stop the scroll. This "imperfect" quality is a strategic advantage, not a weakness, as it stands out against overly polished feeds.
As audiences push back against AI-generated and overly polished stock imagery, featuring real people in authentic situations will be critical for engagement. Showcasing your team, customers, or volunteers in natural settings—not on a green screen—builds trust and connection, making genuine humanity the key to cutting through the noise.
