Authenticity is one of those buzzwords that gets thrown around without a lot of context, especially when you’re talking about making videos for social media.
Some interpret it as permission to release raw, unscripted, or low-budget videos. But authentic doesn’t have to mean low quality. On the flip side, high video production quality doesn’t have to mean you’ve abandoned authenticity.
You can create videos that authentically represent your brand while maintaining quality standards. It shouldn’t be a case of authenticity versus quality. Instead, think about how you can combine the two to create truly impactful marketing videos.
What is Production Quality?
In a world where Oscar winners are using their iPhones to make cinema quality movies you may wonder if production quality is even something you have to worry about anymore. But video production quality is more than having the cell phone with the most lenses.
Get the audio wrong, and it won’t matter how great your camera is, viewers may pass it by for a video that offers a better overall experience.
Production quality is the audio, visuals, acting or voiceover, and editing. All of these factors combine to make up an enjoyable and non-distracting experience for the viewer. Ultimately, you don’t want viewers to even think about the quality of the production — they should be focused on your message.
What Is Authenticity?
More often than not, the word authentic is understood in terms of its opposite. To be inauthentic is to be fake, superficial or unnatural. So to be authentic, is to be real, deep or natural.
In video marketing, brands often try so hard to be authentic that production quality falls by the wayside. In their effort to be open, honest and spontaneous, they forget to ask themselves if tinny audio, unscripted videos, and lots of fast transitions accurately represent their brand. Or are these characteristics an attempt to fit the model of “authenticity” others have created.
The irony is that trying so hard to fit a predetermined mold for authenticity can actually make you seem inauthentic. For individuals, being authentic means being yourself. The same is true in marketing. Being authentic really just means being true to your brand.
Why Authenticity Matters
Authenticity isn’t just a good quality to have, it’s vital to the success of your marketing strategy. According to Social Media Today, 90% of consumers say that brand authenticity is important to them.
Bombarded by more and more advertising everyday, people are becoming immune to slick actors and editing tricks. If you really want your message to resonate, you have to offer something that feels true, real, and honest. In short, authentic.
It might seem like people buy based on logic or facts: i.e. this product is less expensive, more reliable, or has better features. In reality, most people make purchasing decisions based on emotion and only later rationalize those decisions with facts. With authenticity, you help customers bond emotionally with your business.
Understand Your Brand
You can’t be authentic unless you know your brand. Most people have the basics down. They know their brand colors and have settled on fonts, logos, and taglines. That’s a great start, but creating authentic brand videos means going deeper.
Think about what your brand represents. If you’re a life insurance agency, for example, a casual unscripted video may not be an authentic representation of your brand. Your job is to provide people with something to depend on in a time of uncertainty. Can you convey that message with a video that doesn’t even have a script? Probably not.
In short, if recording on your phone makes you cringe, don’t do it. It probably doesn’t represent your brand.
How To Be Authentic In Video Marketing
Frank Tortorici, Senior Strategist, Media Relations at Marketing Maven had this to say about authenticity in video marketing:
“Brand videos should be driven by authenticity. If the story you’re delivering is simply a vehicle to highlight a price point or to sell a product, your audience will recognize it and turn away. Making videos that highlight brand principles and that tell authentic stories will always engender positive responses.”
Instead of trying to mimic authenticity by using your phone camera or going off script, create videos that convey your values and help viewers get to know your brand.
4 Principles of Brand Authenticity
1. Be Original
Don’t try to copy anyone else’s model. The biggest barrier to authenticity is trying to replicate someone else’s success. If a competing brand did well with an animated video of a snarky salamander, that doesn’t mean you need to fire back with a sarcastic snake animation.
2. Be Real…Interesting
People love to see behind the scenes. They want to know what your business is really about and who makes things happen. These elements are authentic. But be careful, getting too lost in the details can bore your audience.
3. Tell Stories
Stories light up the human brain in a way nothing else can. When you tell someone a story, you invite them into your world. Telling stories in your marketing videos can help you capture and keep the attention of an audience. If those stories are true stories about your team or your clients, your authenticity will shine through.
4. Keep It Simple
Flashy graphics, overproduced soundtracks, and theatrical characters can sometimes be distractions, not enhancements. If you’re adding something because it helps you tell the story, great. If you could remove it without harming the story, you’re probably better off without it.
Video Production Quality is a Must-Have
Most importantly, remember: Authenticity is no excuse for poor video production quality. Viewers expect your video to sound great, fit the dimensions of the platform, and be easy to follow. The latest technology can help you get there, but expert support helps too.
Consider calling in the video creation professionals at IdeaRocket. We make premium-quality animation for Healthcare, SaaS, Human Resources, and more. Check out our portfolio and contact us today to get started.
