Does our video content make us more or less trusted as a brand?
Starting out... it's hard to build an audience and get eyeballs on your product.
Our team is really trying to create a voice that potential customers find engaging. We still haven't had much luck.
One of the tactics we are trying is launching short-form, industry-specific videos to our different social media channels [in an attempt to get a following].
Here is the first test we tried on LinkedIN: https://www.linkedin.com/posts/legacytheapp_legacytheapp-visionaryfounder-learningfromhistory-activity-7106125567153844224-kYQq
Our question: without knowing anything else about our startup... would watching that video make you more or less likely to engage? Would it make the brand seem more or less trustworthy? Why / Why not?
and relatedly --> what have other folks tried to build an audience and, specifically, inspire trust in potential customers?
The video that you have shared on LinkedIn is about the founding of the Smithsonian Institution. And this is what your About page says about your startup
The end of life planning industry is growing and attracting venture capital investment, as more people are looking for online and digital solutions to deal with mortality whereas the Smithsonian Institution is a complex of national museums and research center. In the video there is no clear connection between the end of life planning industry and the founding of the Smithsonian Institution. The video content does not seem to be relevant or appealing to the target audience of your startup, who are likely interested in learning more about how Legacy can help them with their end of life planning needs.
There should be a strong connection between the product that you are trying to sell and the content of the video. Also, it helps if you can keep yourself in the foreground most of the time while narrating the video content.
First of all congrats on taking steps towards building an audience! Persisting on that path will pay you good dividends in the future.
And regarding video content, it depends greatly on your branding strategy. But, being frank, I feel like this particular style of video might not resonate well with an audience of my generation (Gen Z). People connect with people, I feel uneasy seeing a video with a robotic voice.
Even bigger brands are leaning towards having an influencer representing them on social media, I feel like it's worth the shot to maybe record yourself or someone on your team (or your voices hehe).
And for inspiring trust in potential customers, the theory is pretty simple: give more value than anyone else in the market, for free. Alex Hormozi goes in-depth on this in his book "100M Offers" and for video content that would mean packing as much value as possible in your videos and publishing them consistently.
The best of luck to you with Legacy!
@ImperiusSamuel
Thank you very much for your feedback and taking the time to review our video!
I agree that having a real person would be beneficial for establishing a direct relationship with the audience.
--> Do you use influencer marketing for your venture / have any idea on how to start those relationships? It would be our first time attempting this, so would be eager to chat about this further.
Obrigado!
I actually don't, I just started my venture and, although I am not a shy person irl, I am definitely camera shy — working to surpass that.
Since my product is actually the video itself, what I did to build trust was using my image in other ways (if you get on my website there's a live chat popup with a picture of me, the lead magnet is hosted on Gumroad with another one, etc) and let the product speak for itself, that's why when you get in the first thing you see is a carousel of videos we edited. Probably doesn't directly translate to software businesses like Legacy though.
In our experience editing for companies, it's good to try your best to make the video match the general branding of the company with things like colors, style of editing, soundtrack, and the like. I think it would be cool to include that as well. Bear in mind that this parts of the assumption that the branding was already well-thought-out for your target audience — which now that I think about it is probably on the older side and I have no idea what older people watch on a daily basis lol.
Even though I haven't used influencer marketing I found out that a few months ago a company launched with the EXACT model I am going for but using an influencer-based launch and they are already at $1M/Month, so for sure there's a lot of money there hehe.
What I meant by using this example is more the idea that even bigger brands are trying to put a face on their videos, so why wouldn't we?
I am sticking to $100M Offers playbook and what Alex says there is that the path to 1 Million should be >"Serve one avatar, on one channel, solving one problem". So given my camera shyness I chose cold outbound and I'm actively saying no to every other channel I come across, but if I had to start again I may have gone with some influencer-related thing.