Why do consumers trust videos?
Study after study suggests that videos built credibility and trust more effectively than written text. The Global Trust in Advertising study surveyed over 28,000 online respondents in 56 countries and found that 36% trust video advertisements they see on the internet. Display videos on mobile devices are also trusted by a third of these global respondents—slightly higher than the 29% that trust text ads they see on their mobile phones.
There’s something about actually seeing a person that seems to connect to consumers on a more human level—and this human connection is the basis on which most people build trust. Videos allow the reinforcement of messages with eye contact, intonation, and body language. By producing a video for your clients, you enable them to become more in sync with their potential customers.
Aside from eliciting trust, videos also tend to be more persuasive than other content formats. Why? Because the human brain looks for emotional input when making decisions, and videos are superior at conveying emotion. These moving images cater to the brain’s visual as well as auditory systems, so that viewers pick up facial expressions, movement, imagery, music, and other such cues. This establishes an emotional bond that ultimately influences a consumer’s choices and actions.