The most current 2025 research nationwide shows that 91% of consumers positively impacts their trust in a brand after seeing a video (this is up from 87% in 2024). Whether your business is in building and construction, making dental braces for pre-teens or promoting a candy company, video is a motivator for customers, patients, suppliers or distributors. Why is this the case?
7-Reasons why video impacts trust
1. Video shows, while text reads. We value seeing facial expressions and visual cues. Potential customers want to see consumer testimonials, demonstrations and behind-the-scene action. They want CEOs or surgeons or satisfied customers to explain their products and experiences. They love testimonials and live interview sessions. Video lends immediacy and authenticity. Brochures, pamphlets or most television and radio commercials can’t do that.
2. “We” want real, not fake. When potential customers, patients, end-users and even parishioners talk to “us” through a well-produced, written and edited video, we can see their faces, hear the sincerity in their voices, experience the entire presentation. Humans value connection.
3. Reading faces not text. Not surprising, live action video (where owners, proprietors, executives, professionals) talk directly to audiences are highly desired. While animation surely has its place, nothing beats live action. Customers of all kinds like to “read faces and not text.”
4. We humans like stories. A potential patient, for example, can read a dozen brochures on a surgical procedure to give them an idea of why an elective surgery is a good idea. It all pales in comparison to having a surgeon sitting in “front of them” through video explaining the benefits of the surgery in a first-person message. We humans like stories and explanations.
5. Even though “we’ve never met.” It has been proven that customers value testimonials from satisfied customers, or case studies and even video posted by “influencers.” There is a connection from satisfied users of a product or service to potential users (no matter the type of consumption) that is truly remarkable. The “consumer” can range from an audience member of a motivational speaker to a dog owner who went to a new veterinarian to an automobile owner who got an honest deal at a tire store.
6. Photographic memory? Most people never memorize the brochures they read. In fact, printed materials are quickly forgotten. Video, on the other hand, is remembered. The beauty of video, whether it appears on social media or is embedded in websites or seen at a trade show or becomes a television commercial, is that it is remembered. Remembering reinforces trust.
7. Video shapes decisions. Market research studies indicate that more than 80% of video viewers value a product or service more after seeing and understanding. It comes back around to the issue of trust. We see the person in the video as a friend, neighbor or associate.
Primeau Productions is based in Greenville, South Carolina and serves the South Carolina and Georgia markets. We are known as the region’s premier producer of video due to our excellence in writing, editing, producing and our consulting to businesses and practices. We use the latest in equipment and software. Most of all, Primeau Productions believes in maintaining the highest ethical standards in everything we do.