As Demand For Video Rises, Don't Forget To Be Authentic
Consumer demand is rising for video content: At least 43% want to see more than they're seeing now, according to research done by Hubspot. But poor marketing can turn people away. One danger is that over-produced or overly slick videos can leave potential clients or customers feeling talked at, rather than to. This can lead viewers to feel disconnected from the content and can create the perception that the presentation is inauthentic. Other troubles include videos that focus purely on the hard sale; while these can work, they can also create a sense of "you want something" rather than "you're providing me with something to value" – a significant difference in perception.
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