{"id":1857,"date":"2019-03-01T19:20:44","date_gmt":"2019-03-01T19:20:44","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=1857"},"modified":"2024-07-02T08:55:28","modified_gmt":"2024-07-02T15:55:28","slug":"how-videos-increase-consumer-trust","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/how-videos-increase-consumer-trust\/","title":{"rendered":"How Videos Increase Consumer Trust"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><style>\n  .free-trial-btn {\n    background-color: #ffa737;\n    color: white;\n    font-size: 22px;\n    font-weight: bold;\n    border: none;\n    padding: 10px 20px;\n    cursor: pointer;\n    text-decoration: none;\n    border-radius: 10px; \/* Rounded corners *\/\n    margin-bottom: 50px; \/* Space at the bottom *\/\n  }\n<\/style>\n<style>\n  .space-50px {\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/\n  }\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=how-videos-increase-consumer-trust\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">One of the best cases for using videos in marketing is that videos build trust between company and customer. Trust means they\u2019re more likely to buy <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">be a return customer. Simply put: customers don\u2019t want to do business if they don\u2019t trust you. Luckily, videos are one of the easiest ways to build trust and nurture relationships. <\/span><\/p>\n<p><b>Trust Me?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Insurance, banking, and healthcare are industries that are still heavily based on trustworthiness: the marketing for these industries are mainly geared toward feeling safe, feeling cared for (think: the Allstate Auto Insurance slogan, \u201cAre you in good hands?\u201d). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But every industry thrives on trust and credibility. Without them, companies will lose customers to those who are more well-respected. And unfortunately, <\/span><a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2018\/06\/11\/how-to-build-trust-with-your-customers\/#1486d7231cd3\"><span style=\"font-weight: 400;\">consumer trust is at an all-time low<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Waiting on hold for too long; inexperienced sales rep; being treated like a number; outputting quantity over quality; lots of red tape; subjective selection and subjective rejection \u2013 each frustration that isn\u2019t resolved by a smooth customer service process results in trust lost.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1858 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/ned-stark.jpg\" alt=\"frustrated ned stark\" width=\"500\" height=\"402\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/ned-stark-177x142.jpg 177w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ned-stark-200x161.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ned-stark-300x241.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ned-stark-400x322.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/ned-stark.jpg 500w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For companies focusing on efficiency (i.e., all of them), videos in email campaigns are the most efficient marketing tool (as we\u2019ve <\/span><a href=\"https:\/\/dubb.com\/blog\/why-you-should-use-videos-in-email-campaigns\/\"><span style=\"font-weight: 400;\">discussed at length in previous posts<\/span><\/a><span style=\"font-weight: 400;\">), while simultaneously building trust with the consumer \u2013 a two-in-one strategy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers aren\u2019t cogs. Thinking they are is a fast track to damaging brand reputation and loyalty. <\/span><\/p>\n<p><b>\u201cI Never Forget A Face\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t want to treat your clients like faceless robots, and you don\u2019t want them to treat you that way, either. So make sure when you create a video campaign, you include a face!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s easier for people to recall faces than names. Here\u2019s some science for that: The <\/span><a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC1857737\/\"><span style=\"font-weight: 400;\">Fusiform Face Area<\/span><\/a><span style=\"font-weight: 400;\"> in the Temporal Lobe makes sure we recognize faces. Individuals with a weak or damaged Fusiform are the ones who have trouble recognizing people (\u201cface blind\u201d). But these people are the exceptions to the rule \u2013 we\u2019re much more likely to remember someone\u2019s face. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about running into someone you haven\u2019t seen for years and they wave to you as you walk past each other: something about their face sparks a memory, but you can\u2019t put a face to the name. However, certain feelings may arise when you see the face \u2013 you remember you were friends, or rivals, or lovers, even if you can\u2019t remember that\u2019s Mark or Michael.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1859 size-large\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-1024x683.jpg\" alt=\"distracted boyfriend meme\" width=\"1024\" height=\"683\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-200x133.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-300x200.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-400x267.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-600x400.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-768x512.jpg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-800x533.jpg 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-1024x683.jpg 1024w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/MemeLoveTriangle_297886754-1200x800.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The brain is hardwired to pin an identity to a face. Sometimes, an identity is just about feelings. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">KFC\u2019s Colonel? McDonald\u2019s Ronald? Wendy\u2019s\u2026.Wendy? People recognize these faces and immediately think of the brand. So put a face in your marketing video that is recognizable and one that you can use repeatedly to increase the recognition rate. And make sure the face you choose is one linked to your brand identity. <\/span><\/p>\n<p><b>Faces Increase Trust<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignleft wp-image-1860\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470-300x183.jpg\" alt=\"allstate trustworthy face \" width=\"295\" height=\"180\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470-200x122.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470-300x183.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470-400x244.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470-600x366.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470-768x469.jpg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/str2_mctdennis_ONLINEONLY_tbkho-770x470.jpg 770w\" sizes=\"(max-width: 295px) 100vw, 295px\" \/>Straight up: people trust faces more than names, logos, or slogans! Even though Allstate\u2019s motto connotes feelings of safety, the company still had to choose a face (and voice) that radiated trustworthiness. Maybe \u201cI\u2019m Lovin\u2019 It\u201d sounds good, but it\u2019s Ronald\u2019s silly clown face that strikes [fear?]\u00a0<\/span><span style=\"font-weight: 400;\">fun into the heart at first glance.<\/span><\/p>\n<p><a href=\"https:\/\/greatergood.berkeley.edu\/article\/item\/in_faces_we_trust\"><span style=\"font-weight: 400;\">A 2006 experiment<\/span><\/a><span style=\"font-weight: 400;\"> gave participants 100 milliseconds and 1 second to look at pictures of faces and create a \u201cfirst impression\u201d. The research found that the decision made after 100 milliseconds and after 1 second were exactly the same \u2013 meaning that the viewers only needed 100 milliseconds (1\/10th of a second) to decide if a person seemed trustworthy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Humans are <\/span><a href=\"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/\"><span style=\"font-weight: 400;\">biologically hardwired<\/span><\/a><span style=\"font-weight: 400;\"> to categorize \u201ctrustworthiness\u201d as part of a first impression. When we can\u2019t see someone\u2019s face, we become distrustful; only listening to a voice will result in less trust than seeing the source of that voice. Faces appear more personal: when the consumer sees that there\u2019s a \u201creal person\u201d associated with the brand, they identify with that person. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s <\/span><a href=\"https:\/\/www.scientificamerican.com\/article\/uncovering-the-secrets-of-a-trustworthy-face\/\"><span style=\"font-weight: 400;\">science<\/span><\/a><span style=\"font-weight: 400;\"> behind choosing which faces seem \u201cmore trustworthy\u201d, but some general takeaways are <\/span><a href=\"http:\/\/archive.boston.com\/bostonglobe\/ideas\/graphics\/080817_face\/\"><span style=\"font-weight: 400;\">smiles, wide-open eyes, and raised brows<\/span><\/a><span style=\"font-weight: 400;\">. Keep these things in mind \u2013 and other tips from those articles \u2013 when choosing which face you want representing your brand on video.<\/span><\/p>\n<p><b>Feeling Blue<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Another step to increasing trust using videos: color. According to the field of study known as <\/span><a href=\"https:\/\/www.verywellmind.com\/color-psychology-2795824\"><span style=\"font-weight: 400;\">Color Psychology<\/span><\/a><span style=\"font-weight: 400;\">, \u201c&#8230;feelings about specific colors are often deeply personal and rooted in [personal] experience\u201d. Colors have specific associations and can affect mood, perception, and emotion. Green: nature, health, fertile. Blue: calm, water, quiet. Red: loud, powerful, fast.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-1861 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720.jpg\" alt=\"rainbow color palette\" width=\"960\" height=\"698\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720-200x145.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720-300x218.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720-400x291.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720-600x436.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720-768x558.jpg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720-800x582.jpg 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/abstract-2468874_960_720.jpg 960w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Your brand should be associated with specific colors. Harnessing color in your brand can affect first impressions. And depending on your intended audience, you can increase trust if that color matches the vibe they\u2019re looking for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Video allows for more than colors, movement, blending \u2013 conveying many moods you may want to harness to build trust.<\/span><\/p>\n<p><b>Emotional Connection<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The most powerful way that videos build trust is by creating \u201cpathos\u201d: an emotional connection with the audience. To increase pathos in a video, faces, movement, noise, color are needed, as discussed above. However, strongest piece of pathos is storytelling. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignright wp-image-1862 size-medium\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-300x232.png\" alt=\"neuroscience brain \" width=\"300\" height=\"232\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-200x155.png 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-300x232.png 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-400x309.png 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-600x464.png 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-768x593.png 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720-800x618.png 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/mind-544404_960_720.png 932w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Videos allow for storytelling \u2013 narrative increases an emotional connection. The information comes alive as a story rather than as text or as a fact. Viewers retain visual storytelling better than a text counterpart: average viewer remembers <\/span><a href=\"https:\/\/medium.com\/@zipstrr\/this-is-why-video-is-the-most-engaging-type-of-content-e5ca46d5cef1\"><span style=\"font-weight: 400;\">95%<\/span><\/a><span style=\"font-weight: 400;\"> of a visual message. Even the simplest story, if it\u2019s engaging, elicits powerful responses by t<\/span><a href=\"https:\/\/www.brainpickings.org\/2012\/10\/03\/paul-zak-kirby-ferguson-storytelling\/?utm_source=zapier.com&amp;utm_medium=referral&amp;utm_campaign=zapier\"><span style=\"font-weight: 400;\">riggering a release of cortisol and oxytocin<\/span><\/a><span style=\"font-weight: 400;\">, neurochemicals that make us feel pleasure, happiness, and connection. In fact, our brains have <\/span><a href=\"https:\/\/buffer.com\/resources\/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains\"><span style=\"font-weight: 400;\">trouble differentiating reality from fiction<\/span><\/a><span style=\"font-weight: 400;\"> when listening to or watching an engaging story (so maybe Thor <\/span><i><span style=\"font-weight: 400;\">is <\/span><\/i><span style=\"font-weight: 400;\">real\u2026). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seeing an image also increases empathy \u2013 a connection, an understanding, compassion. <\/span><a href=\"https:\/\/www.theatlantic.com\/science\/archive\/2016\/01\/cultivate-empathy-photograph\/422793\/\"><span style=\"font-weight: 400;\">Researchers in 2013<\/span><\/a><span style=\"font-weight: 400;\"> found that people were more likely to donate to charity if they saw a picture of an orphan \u2013 they were less likely if they only heard an orphan\u2019s name, or only heard basic facts. Images are able to trigger positive response in the \u201cnucleus accumbens\u201d, the brain region associated with pleasure and reward. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure the visual you\u2019re using is creating the specific emotion that you want your customers to feel: show a parent and child to caregivers; doctor and patient to healthcare professionals, and so on. This emotional connection increases trust \u2013 you understand them, they understand you.<\/span><\/p>\n<p><b>They\u2019re Buying YOU<\/b><\/p>\n<p><span style=\"font-weight: 400;\">More than the product, the customer is buying you, your team, your brand, your identity. A video can show all these things in minutes versus having customers search your website for this information in separate sections. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Show how much you care; show you understand what frustrates them (their pain points). Don\u2019t make them read about it: show, not tell. If they think you understand their pain, then trust increases. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/medium.com\/@zipstrr\/this-is-why-video-is-the-most-engaging-type-of-content-e5ca46d5cef1\"><span style=\"font-weight: 400;\">movement, noise<\/span><\/a><span style=\"font-weight: 400;\">, color, face recognition, and storytelling, videos show how professional, savvy, and credible you are with what they need, and where they are in life. Building trust means customers will come back to you \u2013 something that may outlast even your current campaign.<\/span><\/p>\n<\/div>\n<\/div><\/div><\/div><\/div><\/p>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=how-videos-increase-consumer-trust\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>GET A FREE ACCOUNT ON DUBB<\/p>\n","protected":false},"author":1,"featured_media":1863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,121,100,104,129],"tags":[82,60,25,61,57,147,148,146,150,115,119,149,70,145,30,33,32,81,63],"class_list":["post-1857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-email-marketing","category-marketing","category-sales","category-tips","tag-alternative-to-vidyard","tag-bomb-bomb-alternative","tag-bombbomb","tag-bombbomb-alternative","tag-bombbomb-competitor","tag-brand","tag-brand-identity","tag-consumer-trust","tag-credibility","tag-email-campaign","tag-email-marketing","tag-pathos","tag-sales","tag-trust","tag-video","tag-video-for-sales","tag-video-marketing","tag-vidyard-alternative","tag-vidyard-competitor"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Videos Increase Consumer Trust - Dubb Blog<\/title>\n<meta name=\"description\" content=\"Using videos in marketing increases consumer trust, strengthen brand identity, and nourish relationships, which increases sales. 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