February 23, 2024

Why your business needs foundational video content to build trust with consumers


Presenting your business online can be overwhelming, especially for small businesses where every employee wears multiple hats (or if it’s just you—all the hats). It’s easy to prioritize other things instead of learning about the newest Instagram update. But since the internet is ingrained in just about everything we do, having foundational video and photo content is crucial for building trust in new customers. 

In this blog, you’ll learn: 

  • How to build trust with customers through foundational content
  • How does foundational video and photo content build trust with your audience
  • How to put this plan into action 

Build trust with your audience with foundational video and photo content

Consumers are more educated than ever before. We compare products online, read the reviews (especially the bad ones), and scour social media. Then we repeat that process two or three times before actually making a purchase decision. With foundational video content, you can build trust with your customer at each step of their researching journey. 

What is foundational video content? This is our checklist of content that covers the foundation of your brand’s story. This includes: 

  • Owner testimonials sharing how and why you started the business
  • Customer testimonials highlighting why they love your brand
  • Explainer videos that educate your audience about your offerings  
  • Customer stock photography and video assets that champion your brand guidelines, colors, and desired actions 

Why does foundational video and photo content build trust with your audience?

1) Building trust through human connection 

How many times on Shark Tank or TikTok does a business owner share their heartwarming, compelling story about why they started their business, and you can’t help but root for them. Give your audience an opportunity to root for you by sharing your story as an owner. 

You can also build connection with client testimonials. When we hear real stories about real experiences — whether it’s your best friend or your favorite influence — we start to believe that this solution could work for me. But you don’t have to hire an influencer to capitalize on this effect. Your most loyal customers can get the job done! 

2) Building trust through expertise and education 

Consumers want to know that you’re not only an expert on the subject matter they’re researching, but you also understand their pain point. And you genuinely want to provide them with a solution. 

An overview video that blends your brand story with the customer experience or an animated explainer that gives an in-depth look into your product is a great way to communicate your expertise and educate your audience. 

3) Building trust through competence 

We all have that one friend who is super competent and reliable, or in other words trustworthy. How do you make your brand stand out among competitors as the most competent and trustworthy? One way is production quality. Hear me out—that doesn’t mean spending most of your budget on the fanciest camera. 

There are lots of quality pieces of content that cost between $2,000 to $5,000 like motion graphics explainers or social-first videos. The budget isn’t what makes it high quality, it’s the story and creative team behind the project. At Swng Productions, we’re creative problem solvers who maximize our client’s budgets for top quality. 

Caption test, caption test, caption test.

How to put this into an action plan

So we know foundational video and photo content helps build trust in consumers through connection, expertise, education, and competence. So what’s next? 

Here’s our checklist for getting your foundational content activated:

  1. Have clear and measurable business objectives
  2. Know what platforms your business is going to post on, such as: Instagram, Facebook, LinkedIn, and your brand’s website. 
  3. Find a video production company to collaborate with, like Swng Productions! We can help build your content end-to-end: from ideation and script writing through production and video editing.
  4. Create a posting schedule for your content. You can also work with a Social Media Manager to create this for you. 
  5. Go live with your content! 

Main Takeaways 

Here are our main takeaways:

  1. Consumers are more educated on their purchasing decisions than ever before. We have to meet them on their researching journey with information.
  2. Foundational video and photo content helps build trust in consumers through connection, expertise, education, and competence
  3. Foundational content includes: 
    1. Owner Testimonials / Brand Story
    2. Client Testimonials
    3. Overview Videos, blending the brand story with the customer journey
    4. Explainer Videos, in-depth look at your brand’s offerings
    5. Custom Stock Photography and Video Assets, tailored to your brand
  4. Quality content does not mean the most expensive.

Thanks for reading this blog! If you have any questions or comments about video production or the process, send us a message at the bottom of this page. 

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