The digital age has made connecting with customers incredibly simple—regardless of their physical location. Despite such groundbreaking advancements in technology, one thing has remained the same. People still prefer to buy from brands they think are authentic.
Becoming a brand that lives its values requires forethought and some resources, but most of all transparency. Yet transparency is the most difficult component to materialize and maintain, especially if you’ve never exercised it before.
So, what is your fast track to improving brand authenticity?
Keep reading to learn all about this video marketing strategy and how to leverage it to improve your brand authenticity.
Brand authenticity is what determines how comfortable prospects feel when they’re considering buying from your company. It’s the degree to which a brand shows its human side and the perception of sincerity its customers feel.
In order for a brand to be true to itself and it’s customers, the company with a credible message must have equally effective internal and external communication. In order to succeed with brand authenticity measures, it’s essential for leadership to agree on how they implement core values throughout the organization.
Authentic brands unequivocally have products and communications that reflect a clear mission and values. They also have open and honest relationships with customers, and they’re rewarded for it. Consumers are interested in brands’ values more than ever as 82% of shoppers want a consumer brand’s values to align with their own. If shoppers don’t feel a match, it will show in your sales.
Video reviews are a marvelous way to build brand authenticity because customers are expressing their thoughts about your products in a personal, highly tangible format. A brand that encourages its buyers to make video reviews demonstrates a high level of confidence in its products, which only strengthens its reputation with new shoppers.
User-generated video content (UGVC) fosters a sustainable sense of community among customers. When prospects see existing buyers talking about their experiences, it develops trust and inspires loyalty to the brand. This is especially true for younger customers who are used to interacting with brands through digital channels.
Finally, video reviews are emotionally convincing since they’re based on real-life experiences. Smart brands compile their most powerful instances of customer feedback into a highlight reel which makes an unforgettable impression on the most skeptical of shoppers.
Make it as easy as possible for customers to submit reviews. The smartest way to do this is to establish a simple system for collecting and managing video reviews.
Consider setting up a webform where customers can submit their video reviews. This portal should include fields for customers to provide their contact information and a video file that briefly describes the experience.
Ask them to share their story as clearly as possible. Don’t hesitate to prompt them to share how the product or service has solved a problem or transformed their lives.
Also, promote your UGC form to your customers. Use email, social media posts, and your website, and ideally all of the above. Incentivize customers to submit video reviews by running a giveaway or promotion. Try a campaign where the most comprehensive review gets a free product.
Any e-commerce site can use Vyrill to shorten the buyer journey and ultimately boost sales. Curate UGC videos, make them searchable and feature them on your product pages to help your viewers locate key details immediately. If you are a Shopify merchant, you can use the FREE Vyrill Shopify app which makes it easier to personalize the shopping experience for buyers in your Shopify store.
Once you’re sitting on a considerable amount of video reviews, it’s time to pick the winners for your brand.
Allowing your audience to see your customers in their natural state improves brand authenticity. Keep in mind every video isn’t the same caliber. Manually choosing video highlights is an excellent way to ensure variety and quality content that acts as social proof.
Here are a few tips to help you pick incredible video reviews for your brand:
Potential customers spend countless hours looking for honest reviews. With Vyrill, you will save your customers time finding the highest-quality video content linked directly to your website.
Once you’ve posted your video reviews, be sure to measure the impact they have on your brand’s authenticity. The first way to do this is by looking at core video engagement metrics, like views, likes, average watch duration, and shares. The more shares and views your videos receive within a one-day to one-week period, the more likely they are to be resonating with your audience.
The second method is tracking the sentiment of your video reviews. Use sentiment analysis software to analyze the comments and reactions to your video reviews. This will give you an indication of how positively or negatively customers are reacting to your brand.
The third and perhaps most important metric is the impact of your video reviews on sales. Track how many customers make a purchase after watching a given video review. You’ll learn to spot your most effective video reviews, which can help you find other valuable customer submissions.
A wonderful way to ensure a long-term return on investment is repurposing existing video reviews. Use snippets of the video reviews in social media posts, on a dedicated customer testimonial page, and in public relations efforts.
Also, use your video reviews as part of an influencer marketing campaign. Reach out to micro-influencers, and even celebrity influencers, who have an affinity for your brand and ask them to share your content with their followers. One partnership with the right influencer can take your brand exponentially further than you could possibly imagine.
Becoming one of the most respected, authentic brands is essential for long-term success, and video reviews are one of the wisest ways to make it happen. By following the tips in this article, you’ll have an effective video review strategy that drives product awareness and sales with minimal effort.
Vyrill provides everything you need to curate, vet, and publish product reviews that foster customer loyalty and brand discoverability. Book a demo now to learn more or try it free for 14 days. Your new reviewers are waiting!
Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.