Caring is Cool: Benefit From More Than Impersonal Consumer-Producer Relationships


Imagine you are casually scrolling through your Facebook page, before an image of an accomplished looking person standing at the summit of Mount Kilimanjaro, with an incredible sunset of gorgeous shades of red behind them. You certainly recognize it as an incredibly beautiful photo, but the person positing it is a friend of a friend you met two years ago, and to publicly acknowledge the picture’s beauty by tapping the like button simply feels awkward. Since you barely know the person, you continue scrolling down your newsfeed, soon to forget about both the picture and its owner, despite it being so attractive as to once capture your attention.

What’s critical to understand from this commonly occurring scenario, is that the lack of an emotional connection between you and the person positing the picture trumped how beautiful and amazing you found it. Despite the picture’s inherent appeal to you, you still opted not to like or share it as a result of your unfamiliarity with the person behind it, and thus, the picture did not meet its full outreach potential. No matter how incredible that picture is, your relationship with the person in it deeply affects your willingness to endorse it.

Advertising, especially in the form of videos, vastly parallels this scenario. Consumers, as with all people, respond most effectively to advertising when the producers focus on providing insight toward the personalities and human aspects behind their branding. The value of care is an extremely strong influencer in all aspects of life, and media producers must recognize this if they are to maximise their earning potential with those who view their productions. 

What makes people care, and how can one use video to promote personalities behind their brand?

Caring is an emotional response triggered by feelings of affection, relatability, or protectiveness. It is frequently associated with a sense of family, which while commonly thought of in a normative sense can extend further to other things, including corporations and their products. Brand loyalty is a terrific example of this, where consumers may feel a sense of pride by wearing clothing products specific to a particular company for a variety of reasons, usually supported by values shared by the consumer and the producer.

In order to develop a caring relationship with their video viewers, it is recommended that producers focus on promoting the most relatable aspects of their branding. A company’s mission statement or code of ethics is a terrific place to start, as they usually rest on broad values with an inherently positive nature, that all, regardless of their unique background, can find relatable on a personal level. Compassion, acceptance, integrity, friendship- all of these foundational values can be used to create genuine connections with viewers, thereby increasing the odds of them responding to the advertising in a desirable way. It is guaranteed that in cases where producers succeed in establishing a caring relationship with their consumers, they experience higher profit margins and an improved social standing in the court of public opinion.

Next, it is important to personify these values and provide legitimate examples of where they occur within aspects of your brand. Video is an exceptionally effective in this regard, as it uses visual and auditory stimulation that can effectively generate emotional responses from, and establish caring relationships with, thousands of viewers. Advertising campaigns that showcase true employee testimonials or interactions with the public are terrific examples of ways that video can be used to make people care about your brand on an emotional level. While some people may find that the brand speaking as a whole is enough to make them care beyond the surface level of a traditional consumer-producer relationship, many more are likely to appreciate the brand even further if they have an opportunity to learn more about the individuals who make it function as it does. Therefore, employee testimonials and “Day in the life” type videos can have huge results in attracting consumers, especially those who may not be overly familiar with the products, services, or culture supported by and surrounding the brand.

Furthermore, video is an excellent tool to display the reasons behind why your company does what it does. In addition to employee testimonials, it can be highly effective to showcase you’re the commitment of your brand to contemporary social or environmental issues, such as climate change and gender equality. By highlighting your brand’s commitment to solving these plaguing issues within a creative visual, video form, you will immediately attract a new audience who will thereby associate your product or service with a corporate responsibility to positive change. Numerous existing examples of such marketing techniques exist, and have proven incredibly successful in promoting brands, and developing sentiments of care and brand loyalty between consumers and producers.

As such, it is clear that by giving consumers the opportunity to peer into the internal operations of your brand, they will develop an increased level of trust and appreciation toward its components. Most large companies spend extraordinary sums of money on researching their target audience in order to appeal directly to their needs, so why would consumers not enjoy the chance to do the same of them? Brands are built upon and strengthened by tight-knight, trusting relationships with those who support them, and by using video to promote the human aspects of your company, you are fortifying your presence by building a caring, transparent, and personalized consumer-producer relationship. Unlike the scenario where you skipped over a barely know acquaintances Facebook post, your viewers will be proud to publicly show their support for your brand by sharing it with others.

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