Video marketing is the only way to genuinely build trust with potential customers online without having direct, one-on-one conversations with them. Research shows that people remember 95% of a message from a video versus only 10% from text, and 90% of consumers say honesty and transparency from brands are crucial to their purchasing decisions.
As someone who’s been in digital marketing for 15 years and runs TJ Digital, I can tell you that 90% of the leads my agency has received in the last month came from TikTok and YouTube videos. This isn’t a coincidence – it’s proof that video content creates the kind of trust that converts browsers into buyers.
Why Traditional Content Fails to Build Real Trust
Most business owners understand they can close deals when they get someone on the phone. The challenge isn’t your ability to sell – it’s getting people to trust you enough to give you their time for that conversation.
People are more skeptical than ever. Between AI-generated content flooding the internet and increasing digital manipulation, consumers have developed strong defenses against marketing messages. They don’t connect with brands or logos – they connect with real people.
Text-based content leaves much unsaid, missing the emotional and nonverbal cues that build genuine connections. When someone reads your website copy or social media posts, they’re not seeing your facial expressions, hearing your tone of voice, or getting a sense of who you really are.
How Video Creates Authentic Trust Online
Video succeeds where other content fails because it puts a real face and voice to your brand. When viewers see a founder or CEO speaking directly to them, they perceive this as more authentic and relatable.
Here’s what happens when someone watches your video:
- They see your expertise firsthand – You’re demonstrating knowledge, not just claiming it
- They gauge your personality – Tone, expressions, and body language convey trustworthiness
- They feel a personal connection – It mimics a one-on-one conversation
- They remember your message – Video content has 95% retention versus 10% for text
Studies show that 77% of consumers were convinced to buy after watching testimonial videos, and landing pages with video can raise conversions by up to 80%.
Why You Must Be in the Video Yourself
The founder or CEO needs to be the face of video content. You can’t delegate trust-building to a hired spokesperson or rely on stock footage with voiceovers.
When you appear in videos regularly, you create familiarity. People start to feel like they know you personally. A visible founder turns “abstract brand values into something human and relatable”, which builds the emotional loyalty that drives purchasing decisions.
Your company’s story – shaped by you as the founder – is unique. Even in crowded markets where products look similar, your personal perspective and passion differentiate your business from every competitor.
The Content Creation Advantage of Video
Beyond trust-building, video solves another major problem I’ve encountered in 16 years of doing SEO: creating authentic content that sounds like it was written by the business owner.
The hardest part of content marketing has always been capturing the founder’s unique expertise, tone of voice, and industry insights in written form. Video eliminates this challenge entirely.
With AI tools, you can now repurpose a single video into multiple content formats:
- Blog posts that include your actual insights and expertise
- Social media posts written in your natural speaking style
- Email newsletters that sound authentically like you
- LinkedIn articles optimized for your professional audience
Video transcripts are naturally rich in conversational language and long-tail keywords because you speak the way your customers search. This creates content that performs well in both traditional search engines and AI platforms.
Your Competitive Advantage: Most People Won’t Do It
Here’s the reality: 99% of business owners won’t create video content. They’re scared, worried about looking awkward, or convinced they need expensive production equipment.
This fear creates a massive opportunity. While your competitors stick to text-based content that blends into the noise, your videos will stand out and build genuine connections with potential customers.
Getting Started With Video (Even If You’re Camera Shy)
Every video creator starts out feeling awkward, and even top YouTubers cringe at their first clips. The key is treating it like building a muscle – it gets easier with practice.
You probably already have the skills. You go on Zoom calls, FaceTime with friends, and speak naturally in those situations. The main difference is stopping yourself from getting in your own head.
Start With These Simple Steps:
Record practice videos daily – Film yourself talking about anything for one minute. You don’t even need to post them. This builds comfort with the camera.
Plan bullet points, not scripts – Know your main points, but speak conversationally. Authenticity matters more than perfect delivery.
Use your phone – You don’t need expensive equipment. Professional videos are expensive to produce, and for most small to medium businesses, authentic smartphone videos perform better.
Focus on helping, not selling – Share valuable insights. When people feel you’re genuinely trying to help them, they trust you more.
Different Video Formats for Different Goals
Short-form content (TikTok, Instagram, YouTube Shorts) works best for awareness and quick engagement. These platforms favor attention-grabbing clips under a minute and can dramatically raise brand awareness among broad audiences.
Long-form content (YouTube) excels in demonstrating expertise and nurturing leads. Viewers often go to YouTube with specific questions, so comprehensive videos attract high-intent prospects. Firms report a 34% higher conversion rate from long-form video content.
The smart strategy uses both: short videos for awareness that link to longer, educational content.
The Bottom Line: Start Now, Improve Later
Trust comes from visibility and value, not production quality. Audiences value hearing from you consistently, and even less-polished videos posted regularly keep you top of mind.
Your first 10-20 videos might be rough. That’s normal and expected. The algorithms will only show your good content to wider audiences anyway. Each video teaches you something, and your audience will appreciate your authenticity over perfection.
This is a marketing advantage that’s available to you right now while most of your competitors avoid it. Take a break from scrolling on your phone. Record your first video today. Keep doing it once a day.
You’ll be surprised how quickly you start getting traction – and how much trust you can build with people who have never met you in person.
Ready to Build Trust Through Video Marketing?
If you’re ready to use video as part of a comprehensive digital marketing strategy but need help with the technical implementation, optimization, and content distribution, TJ Digital can help. We specialize in AI optimization and helping small to medium businesses show up where their customers are searching, including on video platforms.
Get your free digital marketing audit to see how video content can fit into your overall marketing strategy and start building the trust that converts viewers into customers.