What makes this medium so effective for reputation management?
Nowadays, misinformation spreads like wildfire, and maintaining control over your brand’s reputation has never been more crucial. But how can businesses ensure they are perceived correctly amid the noise? Creative Director Charli Edwards says the answer is simple and powerful: video content.
The Power of Video Content
To put it bluntly, video is no longer a nice thing if you have a spare budget. It’s a necessity.
In an age where social media platforms like TikTok can elevate or tarnish a brand’s reputation overnight, businesses must leverage video to influence how they are perceived. But why is video so compelling? Video captures attention in ways that text and static images cannot. Studies have shown that people retain 95% of a message when they watch it in a video compared to just 10% when reading it in text. Videos are inherently more engaging and cater to our short attention spans.
Building Trust and Authenticity and Influencing Perception
Trust is the foundation of any successful brand. Video allows you to showcase your brand’s personality, values, and expertise in an authentic way. Whether through behind-the-scenes looks, customer testimonials, or expert interviews, video content builds a connection that written content often fails to achieve.
Let’s face it—perception is reality. Through targeted video content, businesses can shape how the public views them and counter misinformation and trolling. This is particularly important for industries prone to scrutiny, such as utility companies, developers, and infrastructure firms. By proactively sharing informative and positive stories, these businesses can combat negative perceptions and misinformation.
Reputation by proxy
First, I’m not talking about the latest winners of Love Island… However, leveraging influencers to create video content can subtly enhance your brand’s reputation when carefully selected. Influencers who already have established trust and credibility with their followers can authentically promote your brand, making their endorsements more believable and relatable. You can reach a broader, more engaged audience by aligning with influencers whose values and audience demographics match your brand. This approach boosts visibility and fosters a sense of authenticity and trust. Influencers can humanise your brand, share genuine experiences, and create content that resonates deeply with their followers, enhancing your brand’s reputation in a covert yet impactful manner. When done right, influencer partnerships can seamlessly integrate your brand into consumers’ daily lives, making your marketing efforts feel more organic and less intrusive.
Businesses need to be more proactive in their video strategies:
The rise of social media and the midcrop that was AI have led to an explosion of misinformation. False narratives can spread quickly, damaging a brand’s reputation. By regularly publishing accurate and engaging video content, businesses can counteract false information and present their side of the story. Video content allows companies to showcase their knowledge and position themselves as industry leaders. This not only enhances reputation but also builds credibility with customers and stakeholders. It breaks down complex information into digestible and visually appealing formats, making it easier for audiences to understand and engage with your message. This is particularly beneficial for industries where technical jargon can often create barriers.
People can pretend to be you very convincingly.
Whilst we have been accustomed to scrutinising static imagery and graphic mediums, businesses now must recognise the growing threat of deep fake video content and proactively develop strategies to mitigate its impact.
Deep fakes, which use artificial intelligence to create realistic but false videos, can damage a company’s reputation, spread misinformation, and erode consumer trust. To address this, businesses should invest in advanced detection technologies that can identify deep fakes and implement robust verification processes for their content. Additionally, educating employees and stakeholders about the risks and signs of deep fakes is crucial. Developing a crisis response plan that includes clear communication strategies to address and counteract the effects of deep fake content can help maintain trust and credibility.
While all businesses can benefit from video content, specific sectors stand to gain significantly from taking charge of their narratives:
- Utilities
Utility companies often face public scrutiny, especially during outages or price hikes. Video can help them provide transparent updates, explain complex processes, and highlight their efforts to improve services, fostering trust and understanding.
- Developers
Developers can use video to showcase projects, share progress updates, and engage with the community. Highlighting sustainable practices and community benefits helps build a positive reputation and gain public support.
- Infrastructure
Infrastructure projects can be disruptive, leading to public dissatisfaction. Using video to communicate project timelines, benefits, and progress, infrastructure organisations can manage expectations and demonstrate their commitment to the community.
Video content is not just a marketing tool—it’s a strategic imperative. Businesses can shape perceptions, build trust, and influence their brand’s reputation more.
Cavendish is dedicated to helping clients navigate the complexities of reputation management through our comprehensive PR and video production services. Whether you’re facing a crisis, launching a new campaign, or experiencing a period of growth, our team of experts is equipped to craft compelling narratives that resonate with your audience and uphold your brand’s integrity. We specialise in creating high-quality, impactful video content that engages and builds trust and loyalty. Our strategic PR services ensure your message is communicated effectively, mitigating risks and enhancing your brand’s image.
To find out more about our video expertise visit here.
