Authentic Video Production
People and Culture

Authentic Video Production: Why Genuine Content Matters

Ian Cook

March 1, 2024



Authentic video production is an essential component of successful marketing strategies, even more so in 2024, when consumers are now overly bombarded with a constant stream of marketing messages - and crave authenticity.

It's all of these commercials that make genuine content stand out and resonate with audiences. Authentic videos build trust, enhance your employer brand, and create the right kind of lasting impression.

Then when it comes to the new workforce, Millennial and Gen Z audiences, in particular, value authenticity. They seek genuine experiences and are drawn to brands that align with their values. 

By embracing authenticity in your video production, you can connect with your market on a deeper level.

So let's dive into authentic video production and look at why companies like Amazon, Canva, HubSpot, Cisco, Nike, and more use authentic video tools like Vouch in their businesses.

Key Takeaways:

  • Authentic video production is crucial for successful marketing strategies, from top to bottom of your sales funnels.
  • Genuine content resonates with all ages and demographics and is a must with millennial and Gen Z audiences.
  • Authenticity builds trust, enhances brand reputation, and fosters long-term customer relationships.
  • The demand for authentic video content is growing, driven by a shift in consumer behavior towards valuing and seeking authenticity in marketing.
  • Authentic videos are easy to create, especially with Vouch.

The Growing Demand for Authentic Video Content in Marketing

The demand for authentic video content has seen a remarkable surge in the last few years, primarily driven by two factors: 

  1. Too many commercials that are not authentic.
  2. Authentic social content now drives purchasing decisions.

Because of the two factors, consumers no longer resonate with overtly promotional and staged marketing strategies. Instead, they seek genuine and relatable experiences with brands, especially during the most crucial stages of the buying process.

Even if you were buying a Tesla car, chances are you'd head to YouTube and watch Tesla car reviews before walking into a dealership. The same applies to $20 products - that's how powerful authentic video is.

This authenticity applies to people of all ages and all demographics.

Impact of Authentic Content on Millennial and Gen Z Audiences

Millennial and Gen Z audiences, in particular, have emerged as powerful drivers of this demand for authenticity. These digitally savvy generations prioritize human connection and authenticity above everything else. They have grown up immersed in a social media landscape where sharing real moments and being true to oneself is celebrated.

This is also why Diversity, Equity, Inclusion, and Belonging are crucial in 2024 as a key driver for our future leaders.

Authentic video content creates a bridge between brands and their personal experiences. It resonates with their values and aspirations, fostering a strong emotional bond. When brands understand and address their unique concerns with authenticity, they gain the trust that Millennial and Gen Z audiences are craving, which is remarkably powerful.

Relationship Between Authenticity and Your Employer Brand

Authenticity plays a pivotal role in building your employer brand, which is key to attracting top talent to your company as an "employer of choice". 

Brands that prioritize authenticity also show a willingness to be vulnerable and acknowledge their imperfections and mistakes. By doing so, they develop a relationship built on trust, which encourages consumer confidence, repeat purchases, and positive word-of-mouth.

This is also why your customer stories really matter because it's your customers talking about your business - and that is as good as it comes!

Ultimately, in today's marketing landscape, the importance of authenticity cannot be overstated. The growing demand for authentic video content is a reflection of changing consumer behavior.

Tools like Vouch also make it easier to create authentic videos at scale, which is important too.

Understanding the Psychological Behind Authentic Video

Authentic video content holds a powerful psychological appeal for viewers that goes beyond surface-level brand engagement. Here are a few key psychological considerations when making authentic video content:

1) Emotional Resonance

One of the primary reasons why authentic video content is impactful is its ability to evoke an emotional response from viewers. By showcasing real stories, experiences, and relatable situations, authentic videos tap into the audience's emotions, fostering a genuine connection. 

Emotional connections inspire viewers to take action, whether it's making a purchase, supporting a cause, or sharing the video with others - so when crafting your videos, aim for emotional touch points.

2) Authenticity vs. High Production Value

While high production value can enhance the visual appeal of a product or service, it doesn't always guarantee a connection or desire. In fact, audiences can often be put off by high-production content. 

It, of course, depends on your industry. If you're in the high-end Automotive or Fashion Industry, for example, we would suggest balancing authentic videos with high-production content. That way, you can connect with people and tell the story of your brand in an authentic way while selling the vision to people who are inspired to wear your clothes or drive your cars.

This is where influencers really come into play, as they can balance your high-end content with their online and social reviews.

3) The Role of Storytelling in Engaging Video Production

Storytelling is a powerful tool in engaging video production, and authenticity plays a key role in effective storytelling. Authentic videos have the power to transport viewers into the narrative, creating a memorable experience. 

By crafting compelling stories that align with their brand values, businesses can captivate their audience's attention and leave a lasting impression.

Building Long-Term Customer Relationships

The biggest problem with high-production advertising is that it rarely leaves a lasting impression on audiences. Authentic videos like reviews, however, really do.

Authentic video production is a powerful tool for building lasting relationships with customers. By showcasing genuine experiences, values, and stories, brands can connect with their target audience on a deeper level. 

When viewers see authenticity in video content, they feel a sense of trust and loyalty toward the brand, and this emotional connection helps build long-term customer relationships.

Authenticity video production matters more in 2024 than ever before.

While you can and likely should be capturing authentic customer reviews, you can always start with your employees too!

Enhancing Your Online Reputation

One of the biggest benefits of authentic video production is the ability for these videos to go viral and get shared on platforms like Instagram, TokTok, Facebook, Twitter, Linked In, and more.

Viewers are more likely to trust and engage with businesses that have authentic videos online and are much more likely to share than a polished commercial.

Examples Of Authentic Content That's Gone Viral

1. The Coca-Cola Company's "Share a Coke" campaign

This is a prime example of authentic video content that went viral. By simply personalizing their soda bottles with people's names, Coca-Cola tapped into the emotional aspect of connecting with others and created a strong sense of nostalgia among consumers. The campaign's videos featuring real people sharing their stories and experiences further highlighted the authenticity of the brand, ultimately leading to a widespread viral success.

2. Patagonia's video series "Worn Wear" campaign

the renowned outdoor clothing company, has built its brand around its commitment to environmental sustainability. In their video series "Worn Wear," Patagonia showcases stories of customers who have repaired and cherished their Patagonia clothing for years. By promoting a culture of reused and repaired clothing, Patagonia exemplifies authenticity and aligns its content with its brand value of environmental responsibility.

3. Airbnb's "Night At" Campaign

Airbnb's "Night At" campaign offered unique experiences, such as spending a night in a custom-designed space. The company partnered with influencers and created visually appealing content, generating significant buzz and social media shares while creating authentic content people love.

4. Blendtec's "Will It Blend?" videos:

Blendtec's CEO, Tom Dickson, started blending unusual items like iPhones and golf balls in his blenders, showcasing their durability and power. The entertaining and unexpected content gained viral attention, turning it into a long-running marketing campaign that was also authentic. Best of all, these videos probably cost less than $100 a video to make and there were no actors or influences, just a CEO and a blender!

How Authenticity Influences Purchasing Decisions

It is no secret that authentic videos are key to driving conversions and influencing consumers' purchasing decisions. When consumers perceive a brand as genuine and true to its values, they are more likely to trust the brand and be loyal to it - even if it is not perfect.

We need to repeat that because, with authentic video production, your product or service does not necessarily have to be perfect. 

One of our favorite products right now, Loop Earplugs, has thousands of positive reviews online, and also some that are not so good. However, it does not really matter; people are still buying them by the truckloads because they have authentic reviews.

And this authenticity builds brand trust. Loop is now a household name brand for millions of people around the world - amazing authentic video production at its best!

The Interplay Between Authentic Content and Search Engine Rankings

Search engine algorithms are constantly evolving to prioritize user experience and authenticity, and Google is leading the way in looking at key metrics like "time on page", which shows Google that people are engaged with the content. As a result, authentic video content tends to rank higher in search engine results. 

When businesses create genuine videos that resonate with their audience, they are also more likely to be shared, and this also creates some of the most valuable backlinks you can get. 

This interplay between authenticity and search engine rankings can significantly boost organic visibility and increase the chances of reaching a broader audience - and with modern video tools like Vouch, your audience can easily share your videos with no commercials or ads getting in the way of the experience.

Practical Tips for Crafting Genuine Video Productions

Crafting genuine and authentic video productions is often straightforward. However, you need to take in some considerations. Here are some practical tips and strategies:

  1. Define your brand's values, mission, and personality before anything else as this will set the "tone" of your videos.
  2. Understand your target audience and their preferences, and if you are working with influencers, get to know them well.
  3. Create a consistent feel and style that aligns with your brand and resonates with your audience; for example, use plants in every video if your business is organic or tech products in the background if you are a tech company.
  4. Craft a script that helps guide the person in the video, but don't worry if they go off track. You can always edit it later, and today you can use tools like Vouch's AI editing to make it super easy.
  5. Have fun! Your audience is smart; they can tell when you love your products and what you do, and equally, they can tell when you don't.

Does Your Niche Call For Authenticity?

While it's important to stay true to your brand's identity, innovating within your niche can help you stand out from competitors. Here are some considerations as to if you can use authenticity in your niche:

  • Are you consumers looking for reviews or information on your products or services before purchasing them?
  • Do your competitors and industry leaders produce authentic videos? If not, why?
  • Are your customers on social media?
  • Could collaborating with influencers help your brand?
  • Can you share employee experiences?

Authentic videos come in many shapes and styles, so you need to create authentic video content that not only connects with your audience but also sets you apart as a leader in your niche.

Modern tools like Vouch also make it really easy to create authentic video content, so be sure to book a Free Vouch demo today to see why teams like Amazon, Canva, Hubspot, Cisco, Nike, and more love using Vouch!


Why is authentic video production important?

Authentic video production is crucial for successful marketing strategies. Genuine content resonates with audiences, builds trust, and enhances brand reputation.

How does authenticity impact millennial and Gen Z audiences?

Millennial and Gen Z audiences prioritize genuine experiences. Authentic video content plays a significant role in connecting with these audiences and creating a deeper connection with the brand.

What is the relationship between authenticity and brand trust?

Authenticity plays a crucial role in building brand trust and loyalty. Authentic video content creates an emotional resonance with viewers, leading to a stronger connection with the brand.

How can authentic video production benefit businesses?

Authentic video production offers strategic advantages for businesses, including building long-term customer relationships, enhancing online reputation and credibility, and aligning video content with brand values to create a cohesive brand identity.

Can authenticity help with search engine rankings?

Yes, authentic video content offers SEO benefits by maximizing reach and visibility. The interplay between authenticity and search engine rankings can help increase organic traffic and improve search engine rankings.

How can I create genuine video productions?

Some practical tips for crafting genuine video productions include identifying and amplifying your unique brand voice, innovating within your niche with authenticity, and storytelling techniques to engage and capture audience attention.


In today's world of digital marketing, authentic video production has emerged as a powerful tool for businesses to engage their audiences and build lasting brand trust. Consumers seek genuine experiences that resonate with their values and emotions. 

By producing authentic videos, businesses can tap into this demand and help build long-term, repeat, and loyal customers.

Modern tools like Vouch also make it really easy to create authentic video content, so be sure to book a Free Vouch demo today to see why teams like Amazon, Canva, Hubspot, Cisco, Nike, and more love using Vouch!

Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.

Be sure to book a Vouch demo today and chat with a video content expert.

Ian Cook

Ian Cook

Creative Lead

Lights. Camera. Traction

Cut through the noise with video.