Improving Brand Success through Human-Centric Marketing
The line between traditional companies and tech giants is blurring, as the latter increasingly make significant impacts. While showcasing innovation is a step in the right direction for your brand, it is not enough to stand out in a cluttered marketing space. To leave a lasting mark, brands need to break away from the ordinary and introduce something fresh and groundbreaking – by putting inclusive customer experiences at the core.
Connecting with customers on a human level is more important than ever. In this article, we’ll explore how brands can improve success through human-centric marketing and how video can play a pivotal role in this process. We’ll also provide real-life examples and statistics to illustrate our points. By the end, you’ll understand why showing humanity is crucial for your brand’s success.
Why Human-Centric Matters in Marketing
- Building Trust: Trust is the foundation of any successful relationship, and this is true for brands and customers as well. According to a study by Edelman, 81% of consumers say that trust in a brand is a deal-breaker or deciding factor in their purchase decisions. When brands show their human side, they become more relatable and trustworthy.
- Emotional Connection: People are more likely to remember and connect with brands that evoke emotions. Research from the Journal of Consumer Research found that emotional responses to ads have a greater influence on a person’s intent to buy than the content of an ad itself. By showing humanity, brands can create emotional connections that lead to customer loyalty.
- Differentiation: In a very crowded marketplace, standing out is essential. Brands that show their human side differentiate themselves from competitors. This uniqueness can be a key factor in attracting and retaining customers.
Ways to create Human-Centric Marketing
1. Authentic Storytelling
One of the most powerful ways to show humanity is through authentic storytelling. Share the story of your brand, its founders, and the challenges and triumphs along the way. Customers love hearing about the people behind the brand and their journey.
Example: TOMS Shoes has built its brand around the story of its founder, Blake Mycoskie, and his mission to provide shoes to children in need. This authentic story has resonated with millions of customers and helped TOMS stand out in the crowded shoe market.
2. Behind-the-Scenes Content
Show your customers what happens behind the scenes. This could be a day in the life of your employees, how your products are made, or the effort that goes into providing your services. Behind-the-scenes content humanizes your brand and gives customers a glimpse into your world.
Example: Ben & Jerry’s regularly shares behind-the-scenes content on their social media channels, showing how their ice cream is made and highlighting their employees. This content helps customers feel more connected to the brand.
3. User-Generated Content
Encourage your customers to share their experiences with your brand. User-generated content (UGC) not only provides social proof but also shows that you value and appreciate your customers. Feature UGC on your website and social media channels.
Example: GoPro is a master of user-generated content. They encourage customers to share their GoPro videos, and in return, they feature the best ones on their social media channels and website. This strategy has helped GoPro build a loyal community of customers.
4. Customer Stories and Testimonials
Share stories and testimonials from your customers. Let them tell how your product or service has made a difference in their lives. This not only shows humanity but also provides powerful endorsements for your brand.
Example: Airbnb frequently shares stories from their hosts and guests, highlighting the unique and memorable experiences they’ve had. These stories help to humanize the brand and build trust with potential customers.
5. Engage on Social Media
Social media is a powerful tool for showing humanity. Engage with your followers by responding to comments, answering questions, and showing appreciation. Use social media to showcase the people behind your brand and the values you stand for.
Example: Wendy’s is known for its witty and engaging social media presence. They respond to customer comments with humor and personality, making their brand feel more human and relatable.
The Role of Video in Human-Centric Marketing
Video is one of the most effective ways to show humanity in your marketing. It allows you to convey emotions, tell stories, and connect with your audience on a deeper level. Here are some ways video can play a pivotal role:
1. Brand Documentaries
Create documentaries that tell the story of your brand, its founders, and the journey to where you are today. These videos can be powerful tools for building trust and emotional connections with your audience.
Example: Patagonia’s documentary “Worn Wear” tells the story of their commitment to environmental sustainability and the people who repair and reuse their products. This documentary has helped Patagonia build a loyal following of environmentally conscious customers.
2. Customer Testimonial Videos
Video testimonials from your customers can be more impactful than written ones. Seeing and hearing real customers talk about their positive experiences with your brand can build trust and credibility.
Example: Slack features video testimonials from their customers, showcasing how their product has improved communication and collaboration within organizations. These videos help potential customers see the real-world benefits of using Slack.
3. Behind-the-Scenes Videos
Take your audience behind the scenes with videos that show your team at work, how your products are made, and the day-to-day operations of your business. These videos can humanize your brand and make customers feel more connected.
Example: Warby Parker shares behind-the-scenes videos of their design process and manufacturing. These videos give customers a peek into the care and craftsmanship that goes into their eyewear.
4. Live Videos and Q&A Sessions
Live videos and Q&A sessions allow you to interact with your audience in real-time. Answer their questions, address their concerns, and show the human side of your brand. This level of engagement can build trust and loyalty.
Example: Sephora regularly hosts live Q&A sessions on their social media channels, where they answer customer questions about beauty products and offer tips and advice. These sessions help Sephora build a community of engaged and loyal customers.
Conclusion
Showing Human-Centric Marketing is essential for building trust, creating emotional connections, and standing out in a crowded marketplace. By using authentic storytelling, behind-the-scenes content, user-generated content, customer stories, and engaging on social media, you can humanize your brand and connect with your audience on a deeper level.
Video plays a pivotal role in this process, allowing you to convey emotions, tell stories, and engage with your audience in powerful ways. Whether through brand documentaries, customer testimonial videos, behind-the-scenes videos, or live Q&A sessions, video can help you show the human side of your brand and build lasting relationships with your customers.
Remember, at the end of the day, customers want to connect with brands that feel real, authentic, and human. By showing your humanity, you can create a brand that resonates with your audience and stands the test of time.
