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How Does Video help gain Trust and Credibility?

When determining who to buy a product or service from, a buyer would most likely search for two things: trust and credibility. So, how can a video or series of films assist a company build trust and credibility before a new consumer comes in the door?



  • When we meet a new person, whether in a video or on the initial appointment, we tend to form snap judgments about them. If it's good, it's a great way to start a working relationship; if it's bad, it'll put things backward. Because the prospective consumer may meet you virtually and establish an impression of you in the comfort of their own home, a video can eliminate this step. Video has a distinct advantage over other types of media in that it can convey nonverbal communication cues. These cues are just as essential as what the individual says since they register with our subconscious and aid in the formation of that impression.

Here are some few nonverbal signs to consider the next time you're in front of a camera or a real person 

  • Eye contact - While eye contact isn't as effective on video as it is in person, it's still crucial since it helps to establish a relationship with the audience and demonstrates that you know what you're talking about.

  • Body language - When trying to acquire trust, having open body language is vital since it helps the spectator feel more at ease and welcome. Consider how you would feel if someone sat with their arms crossed in front of you.

  • Paralinguistic - Your voice tone is quite significant, and it is advised that you use expressive speech while retaining your normal pitch to look more natural and comfortable. Slow down as well, since fast speaking might make the audience feel rushed.

  • Kinesics - Posture has the power to drastically alter your perceived image, therefore don't slouch since it conveys to the audience that you're bored, fatigued, or uninterested.


  • Someone's confidence, professional knowledge, and love for the subject all contribute to their credibility. All of this is conveyed to the spectator through a well-produced film, giving them a positive impression of the company and its personnel. Because video is a visual medium, it may also express non-verbal indications for believability, such as posture, paralinguistic or tone of voice, and physical appearance, as I indicated before.

  • If you make a series of videos with the same person in each one, you'll eventually create something called the mini-celebrity effect, in which the viewer elevates the person in the video because they're captivated by their knowledge and personality, similar to how we regard movie stars, resulting in a very strong first and lasting impression. I hope you enjoyed learning about this vast and intriguing subject, which I have only touched the surface of. I'll leave you with this fantastic film that uses Friends to demonstrate these nonverbal signs.


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