Authenticity trumps polished videos in brand persuasion

Authenticity trumps polished videos in brand persuasion

14 June, 2023 2 min read
branding, authenticity, video, marketing

One day, premium brands will realize that less-polished videos like the one below can be far more persuasive than the typical big-budget, ultra-polished, brand-conforming, self-important video. (Most likely, Hilti have already realized this, and the video below is an example of that.)

From that point on, there will be one of at least three consequences:

  1. Let people do their thing and produce such videos, without fretting too much over font family, colors, etc.

  2. Start a campaign of such videos and flood social media with pretend-scrappy but actually tightly-controlled videos.

  3. Incentivize people to make more such videos, flooding social media with all kinds of tick-the-box exercises.

Back in 2017 (or was it 2016?), after I had left my prior employer, I noticed a sudden uptick in LinkedIn articles written by ex-colleagues.

Where are those articles now? What was their impact? Did their authors build and maintain an audience? Did they organically reach more potential customers for years to come by providing valuable insights now and then?

Nope. But, boxes were probably ticked. Those articles were a flash in the pan. Moving on!

Brands must understand that it is hopeless to control too much, because

  1. it’s too expensive, and

  2. it stifles the creativity like what is shown on the video below—the creativity of their biggest fans.

The video above is excellent, BTW!

I much prefer to watch this than the classical video with amazing whoosh shots and cuts, slow-mo sections, and the cliche macho rock music in the background.

Chill out, people, it’s a power tool. You take yourselves too seriously. There are other tools like it.

In a product demo, the brand comes last. Those who already know your brand will uncritically look at your product.

Those who don’t know your brand, will look at your product.

The focus is on your product in either case.

Anyway, the product design is unmistakably Hilti, even if the color makes confusion with a Milwaukee thing possible.

Show me how it works, and why I should care. Like the ladies do in the video.

(And I’m not even in the market for any power tool.)