Why showing your own face in your content builds more trust

Think of an influencer recommending a product. People don’t buy it because the ad is so good, but because they trust that person. The same principle works for your business: if you show yourself, you sell more easily. In this article you’ll read why, and how to get started.

People buy from people

You can’t trust a logo. You can trust a person. When customers see your face, hear your voice and see how you work, your business no longer feels anonymous. It becomes a place where they know someone.

That’s exactly why influencers sell so well. Their followers see them every day. They know their humour, their habits and their opinions. When they recommend something, it feels like advice from a friend, not like advertising.

What this means for your business

You don’t have to become an influencer to get the same effect. You have something they don’t: real knowledge of your trade. Anyone who sees every week how you prepare a car for delivery, advise a customer or finish a product, builds trust long before the first purchase.

At BELG we put it like this: we don’t just sell videos, we sell trust. A customer who watches a fun video from a business, and recognises a friendly, familiar character in it, finds it easier to choose that business.

Show what customers normally never see

The strongest videos show what happens behind the scenes. At a butcher’s, customers only see the counter. But the craftsmanship, the early hours and the people behind the product: that makes people curious. And curious people keep watching.

• Show how your product is made.
• Introduce your team, with names and roles.
• Explain why you do things the way you do.
• Share small moments: a happy customer, a tough job, a new machine.

But I don’t like being on camera

We hear that a lot. Good news: you don’t have to be a presenter. Most business owners are at their best when they simply talk about their trade. We take care of the right questions, the right moments and an edit that shows you at your strongest. After one or two shoot days it feels very natural for most people.

And you don’t always have to be in the picture yourself. A colleague, your craftsmanship or the product itself can play the lead just as well. What matters is that people and character are visible.

How to start

1. Choose a face. That’s you, or someone from your team who enjoys telling stories.
2. Talk about what you know. Your trade, your customers, your daily work.
3. Be consistent. Trust grows through repetition: a video every week works better than one now and then.
4. Stay yourself. People notice straight away when something is acted.