Authentic Video Marketing: Why Realness Wins
- Ellie Baldini
- May 6
- 3 min read
Updated: May 10
When I first started in digital marketing 13 years ago, polished brand content was absolutely crushing. It seemed like every brand I worked with wanted slick, cinematic videos—and to be honest, that type of content was performing great.
Today the game has changed. There is definitely still a time and a place for highly produced video content; in my opinion, there always will be. But audiences are more savvy—and more impatient—than ever before. In the attention economy, authenticity is the secret ingredient to engaging video content. And testimonials featuring real people are some of the most authentic video marketing you can invest in.
Why Authenticity Matters More Than Ever
There are a few factors that have contributed to this shift in consumer behavior. For starters, buyers are less trusting of traditional brand messages. They’re looking for transparency and relatability, and increasingly rely on social proof to inform buying decisions.
Social proof is the psychological phenomenon where people look to the actions and opinions of others to guide their own behavior—especially when they’re uncertain about what to do.
The other factor at play is the rise of influencer marketing and user-generated content. Consumers are inundated with more “homegrown” content than ever before—they’re used to seeing videos filmed on an iPhone, and they’ve grown accustomed to hearing about new products and services from their favorite influencer. That predisposes them to trust individuals talking in an authentic, casual way vs. a more polished, “produced” message from a brand.
Finally, our brains are already wired to detect insincerity—and it turns us off. It’s this psychological instinct that creates our instinctual “ad filter,” i.e. what drives us to automatically scroll past content that feels like a hard sell or obvious marketing.
Authentic Video Marketing in Action
So what does this mean for marketers? In a nutshell: authenticity, trust, and emotional resonance are the new non-negotiables in our content. Practically speaking, it means re-considering the best place to spend valuable budget. Maybe it’s time to pivot away from cinematic brand videos (for now) and consider investing in a higher volume of less produced content: written and video testimonials that you can slice and dice across multiple channels. Think real people sharing real stories; looks behind-the-scenes; and unscripted moments. Think casual set-ups over commercial-grade lighting. Think remotely produced testimonial content vs. a studio interview.
Related Post: Practical Tips for Producing Winning Testimonial Content
The Bottom Line: Realness Wins
At the end of the day, content is still going to be the lifeblood of any sound digital strategy, and there is always going to be room at the table for a variety of different types. I’m still a huge fan of big, splashy brand videos. But the content I’m seeing convert best and drive the most engagement is grounded in real, authentic, human stories.
As you’re planning out your next digital campaign, consider putting a customer, employee, or expert at the center. Think about capturing their story in a relaxed, low-key setting—or even filming it remotely. Feed them questions that encourage candid answers. And lean into a raw, under-produced look that puts the human narrative front and center in the final edit.
The authenticity will attract the right audience. And drive the best results.
