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Following on from the previous article on Video Marketing Types, what I want to consider is how they rank based on the authority and trust that you can build with each one of these kinds of marketing video. We'll adopt a rough scale from 1 to 10, where 1 has the least authority, and 10 has the greatest.
- Explainer Videos. I'd give that one a 6, because if you're explaining a concept, that really does position you as an expert , right? But typically in Explainer videos, you're explaining the concepts but you're really not focused on your expertise or your business. The authority is more focused on the product or service & how clearly you explain that concept.
- Behind the Scenes Videos: A lot less authority here; right? It's really a rapport-building strategy. It's kind of an authenticity strategy, but it doesn't really build a tremendous amount of authority.
- Branding video: - same thing, right? Any company can build a branding video. It's not really a person, it's a brand, so it doesn't give you a lot of authority. So again I broke these down from a perspective of Trust & Authority that it gives you , not your product, not your service, not your logo, not your website, but you .
- Offer videos: … even less because offer videos are really focused on value, right. They're not focused on building authority and trust, they're just focused on giving value.
- Demonstration videos: This is a very powerful authority play because it’s typically a person demonstrating the product or service. And that carries a lot of authority, showing what can be done now. It gives more authority to the demonstrator of the product or service and not that person but that person gets a lot of credibility at that point.
- Presentation Videos: Remember these can be more along the lines of a sales video, so maybe not so high in authority. But depending on the mix of educational content, it definitely can give some…
- Review Videos: Mega authority, mega trust, right? Because these videos are all about what the market is saying about you… not your own claims about yourself or your business.
- Interview Videos : …and I give Interview Videos a "10 out of 10" - because here's a real human being talking about the problem, a real expert who's giving a solution. And more importantly, giving so much value that you're building reciprocity. You're building rapport with that prospect.
And so Interview Videos are a powerful way to build trust and authority almost instantly with any target market.
So there you have it - a video marketing strategy , broken down by type of video, so that you can see the differences in impact on authority and trust.
Out of all the things I could be doing in my business, to really supercharge authority and trust building an Interview Video is one of the most powerful .
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