Behind every company there are people, always. And people like to buy from people, so humanizing your brand, your business is almost an obligation in 2023. However, understand, humanizing your brand doesn’t mean telling your secrets, or doing dances, or even going out all the time making videos. Humanizing a brand has to do with empathizing, with talking to your customers as if you had them face to face and not as a robot, with being transparent and honest and even with showing yourself vulnerable. Videos are a great solution to this. There are many different types of corporate videos that your company can produce. You can then repurpose this content for social media and more. One way to humanize your brand is to create a video that introduces your team. Here is an example video by Edmonton Waste Management Services. By interviewing various people who work at the company, people know what they are getting into.  

Creating video content for your brand can be challenging. That’s why today, we’re going to discuss various ideas with the objective of humanizing your brand, which work well on social networks, are easy to implement and will make your publications more attractive. Let’s learn all about the ways you can use videos to humanize your brand in 2023! 

In this article, we include

1. The importance of video marketing 
2. Reverse personalization 
3. Why humanizing your brand is important 
4. How to humanize your brand through videos 

The importance of video marketing 

Why are videos great for brands? Mainly because customers and clients want stories, and videos can supply them with storytelling. We’re much more likely to enjoy watching something rather than reading long form text. 

Video marketing is extremely popular in 2023. 64% of customers globally make purchases after going through the brand’s social videos. Simply, what video marketing implies is to add video within your content strategy. If there is both video and text on your website, 80% of the traffic will focus on watching the video, and only 20% will read the text content you have included on your page. This proves that videos are much more attractive to users than text. 

Why use video in your marketing strategies: 

  • Think about the competition. If your competition uses video marketing, you should use it too
  • High conversion rates. If a customer has doubts about a product, try adding a video to your website. It is much more credible and gives more confidence to see the product you intend to purchase on video. 
  • Greater connection with the audience. Video has a great potential for users. Videos will make your audience generate greater trust if you are providing them with video content.

Reverse personalization 

You may be wondering what reverse personalization is. Well, it’s a term coined by Andrew Davis, a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. 

Essentially, reverse personalization is the process of humanizing the brand for the customers you serve. In the video, Davis goes into detail about the power that marketing personalization has to humanize your brand. He gives a great example, using Domino’s Pizza. You can watch the full video for more information. But, essentially, he ordered a pizza from Domino’s through their app. Through the app, he is able to track his order and sees that Sarah has put his pizza into the oven at 1:58pm. Before, you wouldn’t care about who is making your pizza. But suddenly, you know their name and you care a little more about the Domino’s brand because you’ve been introduced to Sarah. You become much more attached to the brand, because the future of all branding is personal. Essentially, you’re connecting with Domino’s in a deeper way and all they’ve done as a company is exposed their behind-the-scenes process to consumers. Reverse personalization is so easy, and so powerful. This can be applied to corporate videos as well. For instance, you can show some of the people that work at your company to your clients and customers. 

Another key point is being able to direct and produce a good corporate video. In this video, Mark Bone discusses how to film better interviews. Having conversations and creating natural videos are also great in terms of personalization. With this being said, let’s take a look at why personalization is important for your brand, and how it can have a positive impact on your company’s success.

Why humanizing your brand is important 

Humanizing your brand consists of performing a series of actions and interactions that are based on your brand’s identity, in order to show the most “human” side of your company, thus connecting you with your customers in a very personal and genuine way.

It is key that you learn to manage pleasant communication to get closer to your audience, in order to fulfill the objective that is directly related to the success of your business. This strategy proposes that you shift your marketing focus from “what” your brand is to “who” it is. Essentially, humanized brands generate trust and closeness with the consumer, creating a community where customers feel identified.

These are some of the advantages you can obtain by humanizing your brand:

  • Boost trust and loyalty from your potential customers, since they are not listened to by a robot but by a person.
  • Empathy towards your company. 
  • Improve the positioning of your business. 
  • You create a more personalized connection with all your customers helping to solve their problems and needs. 
  • You get new opportunities that will give you the freedom to try new types of content and new ways to contact your audiences.

How to humanize your brand through videos 

Now, let’s look at various ways you can humanize your brand through videos. For each type of video, we’ve included an example so that you can visualize different types of personalized, corporate brand videos. 

1. Introduce your team. 

Show the faces of the people who work at your company. When you put faces to names, it creates empathy. So, get your employees and heads of departments in your corporate videos. Here is an example by LendInvest, where they introduce their marketing team. 

2. Storytelling.

People love stories so try and add a narrative to your corporate video. Not only does this make customers empathize, but it also means that they know the brand better. Telling your company story is one of the marketing solutions that can help remind your legacy customers about your brand, or educate and introduce it to new adopters. You can also just tell any story, not just the history of your brand. This way, customers connect with said ‘character’. 

3. Behind-the-scenes videos.

Behind-the-scenes content allows customers and clients to really see the process and work that goes on in your company. These videos will make them feel closer to the brand. In other words, they will trust the brand, leading to more conversions. Office tours are a great example because they can also show customers employees working in their every-day roles. What makes Spotify’s office tour so entertaining and unique is that you can see their identity in all of the different rooms in their office. There are always different types of elements and expressions of music everywhere around the office as this is their main focus.


And there you have it! Hopefully you’ve enjoyed reading this article. Video marketing is essential today. There are so many users and viewers, that the chances are, your target market will be watching your videos. If we’ve learnt anything from the pandemic, it’s that we, as humans, require human connection. Videos, about your brand, products or services, provide customers with connection. Chances are, they are more likely to trust your brand from here. For example, you can look at a message from our CEO, Lucas Chambers, here. 

If you want help with marketing strategies or need to produce a corporate video, feel free to reach out to us. As a creative agency, based in Lausanne and Geneva, in Switzerland, SmartCuts Creative can provide you with high-quality services in video and animation production, as well as a lot of other services in creative communication. 

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