MAKING IT AUTHENTIC

By Wyatt Cagle

In today's fast-paced digital world, authenticity has emerged as a buzzword that permeates nearly every aspect of life, and video production certainly is no exception to this trend. Authenticity plays a crucial role when it comes to creating engaging and impactful video content that truly resonates with your audience and builds a genuine connection with them. Here we will delve into the vital importance of authenticity in video production and explore several practical tips on how to successfully capture this elusive quality on camera for your projects.

Why Authenticity Matters

Authenticity is crucial in video production because it helps establish and build trust between the audience and the brand or organization that is being represented. When viewers feel that they are watching something genuine, sincere, and honest, they are significantly more likely to engage with the content, share it with others, and ultimately form a stronger connection with the brand. Authenticity is especially important in today where viewers are constantly bombarded with an endless stream of content and can quickly identify and spot inauthenticity in various forms. I’m looking at you… AI posts.

How to Capture Authenticity on Camera

Be Genuine

The first step to capturing authenticity on camera is to be genuine. It's important to create a video that truly reflects your brand's values and personality. Authenticity comes from being real and honest. So start by asking what are your values. What is your mission? How are you or your products helping the world? This is something that you probably already have done, but this is important to keep it in mind and share with your video-producing partners so that everyone understands what message is trying to be expressed.

Use Real People

One of the best ways to capture authenticity on camera is to use real people in your video content. Authenticity comes from the human element, and viewers are more likely to engage with a video featuring real people who are relatable and personable. If possible, use real customers, employees, or other members of your community to create a more genuine and authentic video. Working with real people can be a challenge, so make sure to partner with a storytelling team that understands the unique aspects of working with real people. That way you will get an authentic video that doesn’t feel stale or boring.

Pick the Right Production Level

When capturing authenticity on camera, prioritizing simplicity can lead to more impactful results. Overproduction often introduces an artificial layer that may alienate viewers. Instead, concentrate on conveying a genuine story with a seamless flow that reflects your brand's true essence. While it may seem counterintuitive, investing more time in the planning stages of your narrative is a great return on investment. Simplistic doesn’t mean low-quality equipment. In fact, there are well-documented psychological reasons supporting the use of specific filmmaking tools that can enhance viewer engagement and emotional response.

Collaboration with a knowledgeable video production team is crucial. They should possess an understanding of when and how to utilize these filmmaking tools and techniques effectively, ensuring your story is presented authentically and resonates with your audience. Focusing on genuine storytelling, coupled with the right technical choices, creates a powerful connection that can significantly elevate your content.

Have a Voice

Capturing your voice on camera is key, and when I say “your voice” I mean it should be in your own words. I’ve done thousands of videos and if the video sounds like it was written by a robot, then no one will listen or care. If you need a script to cover all the information in your video that is fine, but make sure it is written in a conversational tone and not written to be delivered like a machine. By using your own voice you make an impact on your audience and make you and the subject of the video more relatable to viewers.

Authenticity is essential to creating engaging and effective video content that resonates deeply with your audience. By being genuine, utilizing real people, and speaking in your own voice, you can avoid the pitfalls of video production. This approach allows you to effectively capture the true essence and authenticity of your brand or organization on camera. Remember, authenticity is not about striving for perfection; it's about being real, relatable, and honest in your presentation. When you create authentic video content, you foster trust with your audience and cultivate a deeper connection that can significantly help you achieve your business objectives and goals.

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