Authenticity Reigns in Production

One crucial marketing lesson learned during the pandemic was that flashy, glitzy, big-budget production did not necessarily win over the consumer. Another lesson learned was the power of video in all direct-to-consumer, DRTV, and social media outreach.

Authenticity in video communication is a critical factor in earning the customer’s trust and making conversions and sales.

Research has shown that what consumers value above all else are authenticity, transparency, and humanity. This is good news for marketers, especially in the DRTV and direct-to-consumer worlds, as tactics they’ve used for years, including testimonials, are scoring big digital ads. Additionally, it can be kinder to budgets as well. User-generated content, or even content that appears to be user-generated, can also reap huge rewards.

Authenticity will capture peoples’ attention and keep it. People want to watch videos that feel genuine, where it doesn’t feel like a company is immediately trying to sell you something.

The quality of the product and the message behind the ad are most important to consumers, rather than the latest equipment or massive sets. They value integrity and look for shared values between brands and the companies behind them. Avalanche has actually created top-performing ads on multiple platforms this year shot on an iPhone.

According to HubSpot Research, consumers prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic.

So the next time you are gearing up for ads, think about content over fluff, authenticity over slickness, and humanity above all.