Generally speaking, people generally don’t like to support nameless, faceless, humanless corporations that sell nothing but coal and soap. There’s a reason lots of commercials – especially those in certain genres – always look the same. Do you think the women talking about the latest birth control pill actually know all that information about pharmaceuticals? Perhaps some of them do, people with pharmaceutical backgrounds can be actors too. But for the most part, people in videos are carefully selected to address the type of people a certain video production company wants to relate to. “Hey, that generic looking man is exactly like me” is the desired response to most commercials. Perhaps it’s the actual response to some commercials. Either way, for your marketing content to resonate, you need to offer viewers a person they can relate to and support. At the end of the day, that kind of emotional, quasi-personal attachment drives sales.
In the latest Reel Web Creator’s Tip, Tim Schmoyer offers some advice on using video to humanize your brand, discussing such topics as over editing (and why it’s bad) or letting people communicate with your video subjects (and why that’s good).
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