The Psychology of Video: Building Trust and Consistent Clients

The Behavioural Science Behind Video’s Power: How It Wins You Consistent Clients

This week on Content Classroom, I’m going a bit deeper into the why behind video marketing. We’ve talked a lot about video’s power to transform your business, but today, I want to share some behavioural science principles that explain why video works—especially when you’re targeting senior leaders.

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Video Humanises Your Brand

Let’s start with a simple fact: People connect with other people, not logos, office buildings, or polished websites. No matter how much you spend on branding, people won’t truly connect with you until they see a face, hear a voice, and get a sense of the human behind the business. That’s where video shines. It puts you directly in front of your audience, humanising your brand in a way that written content simply can’t.

Here’s where behavioural science comes in. Research shows that people trust faces, voices, and non-verbal cues more than they trust written words alone. Think about it: when you watch a video of someone speaking passionately about a topic, you connect with them on a deeper level. It’s not just about what they say—it’s about how they say it, how their face lights up, their tone of voice, their sincerity.

Building Emotional Connections Through Video

One of the most powerful principles of behavioural science is that trust is built through emotional connections. That’s why video works so well. It’s the medium that allows you to express your passion, your values, and your mission with authenticity.

People aren’t just buying into your product or service; they’re buying into you. And the more emotionally connected they feel to you, the more likely they are to trust you. If you’re only talking about features and benefits in your content, you’re missing the point. What matters is that you’re speaking about something you’re truly passionate about—because that’s what will resonate with your audience.

To dig deeper into how emotional resonance drives business growth, check out How Passionate Content Converts Viewers to Customers.

Non-Verbal Cues: The Hidden Power of Video

Video is more than just talking to a camera. It’s about how you communicate—through body language, eye contact, and tone of voice. These non-verbal cues play a massive role in conveying trust and sincerity. Behavioural science tells us that we rely heavily on these cues when deciding whether to trust someone.

Have you ever met someone who avoided eye contact or mumbled? Did you trust them? Probably not. On the other hand, someone who looks you in the eye, speaks clearly, and uses open body language comes across as more trustworthy—even if their message is exactly the same. That’s why video is so effective—it allows you to convey trust through non-verbal communication.

Authenticity and Imperfection Create Trust

This might surprise you, but here’s one of my favourite behavioural science principles: People trust imperfection. That’s right—when you make small mistakes in your videos, like stumbling over a word or laughing at yourself, it makes you more relatable. Behavioural studies show that these imperfections actually increase trust because they make you more human.

Think about it—if someone is too polished, too perfect, it feels scripted. But if you’re being authentic, flaws and all, people feel like they’re getting the real you. The same is true in video marketing. Don’t worry about getting everything perfect—just focus on being you. If you're curious about how being real and authentic can drive more connections, check out Convert Your Target Audience.

Do you struggle to make the most out of LinkedIn?

Chris Reeve is here to blow the lid off LinkedIn strategy in this special edition of MarketPulse. Learn how to leverage LinkedIn’s new features, why vertical video is now a must, and how to master the art of video messaging for networking. Chris also shares practical tips on how to avoid sounding salesy and start having real, human conversations on the platform.

Don’t miss out on this game-changing episode - your LinkedIn strategy will never be the same!

If you want to hear the challenges and wins other business owners face in marketing their business, or the expert advice of industry leaders and marketing experts, then you should probably catch MarketPulse: Pros & Pioneers Podcast !

You can find us on all good podcast directories, and on YouTube.

The Mere-Exposure Effect: Why Consistency Matters

Behavioural science also supports the idea that familiarity breeds trust. This is known as the mere-exposure effect. The more people see you or hear from you, the more they like and trust you. That’s why consistency is so important. Posting video content regularly doesn’t just keep you top-of-mind; it builds trust over time.

You don’t have to reinvent the wheel with every video. The simple act of showing up regularly, even if it’s just a few minutes of talking into the camera, is enough to create that sense of familiarity. People trust what they see often. And the more familiar you are, the more likely they are to become your clients.

So, Where Do You Start?

I know video can feel intimidating at first, but the best advice I can give you is just to start. You don’t need to be perfect. You don’t need a polished script. What you need is authenticity, passion, and consistency. Show up. Speak from the heart. And trust that the process will work.

Commit to posting consistent video content over the next few months. Put two to three videos out there each week. It might feel uncomfortable at first, but stick with it. Trust the science behind it. By the end of six months, I promise you’ll look back and see how much it’s transformed your business.

And if you need more guidance on how to integrate video into your content strategy, check out Why Starting is Better Than Perfection in Content Creation.

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And finally... if you want help getting ideas out of your head, into video, and out to your socials... I'm here to help. Packages start from just £499pm for 20 minutes of video recorded with you, and repurposed into over 200+ digital assets (enough content for 4-6 weeks!).

DM me for a quick chat - let's turn your audience into a consistent customer pipeline!