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I often talk to people about how video should be used to establish your personal brand; in other words, using video to add a human element and emotional connection to your company. And I guess I wasn’t just blowing smoke because Mark Schaefer just published an article about making business more personal that you should check out. And that was one of the reasons behind me making a video about the issues I was having with my 1994 VW Eurovan Westfalia camper.

If they like you, they’re more likely to buy

People will always choose to do business with someone they know, like and trust and video is such a powerful tool for demonstrating those characteristics. Until a business realizes that universal truth, or at least acknowledges how powerful that can be, the business will be stuck competing on things such as price and features.

Videos should relate to your viewers

One thing that I’m not a big fan of is simply making pretty videos with little substance. Yes, we want the videos to have that human element to them, but they should also bring some value to your viewers, too. A good strategy is to mix the pretty videos with ones that are actually useful, that educate and establish your authority.

What to do

Start by ensuring you’re using a mix of video content that both educates and shows people that you’re human just like them. That sounds way too simplistic but what I’m saying is you need to look at what will bring the most value to your customers, what will help them trust you, establish your authority and make them feel comfortable about working with you.

So what are your thoughts on using video to bring a more human element to your marketing and communications? Is this something you’re already doing, and if so, how is it working out for you? Be great to hear your thoughts. And be sure to check out Mark’s article.