Get Real.
The era of Professional Authenticity is here. It isn’t just a trend; it’s a measurable change in how people decide who to trust and where to spend their time.
Why “Dwell Time” Still Matters
Even as styles change, the fundamental value of video remains undisputed. According to the Wyzowl State of Video Marketing 2024 Report, 82% of marketers report that video has directly helped increase “dwell time” (the amount of time a visitor spends on their website).
However, the way you earn that dwell time has changed. In the past, high-end polish was used to signal authority. Today, that same polish can often act as a barrier. If a video feels too much like a “presentation” and not enough like a “conversation,” the viewer is more likely to keep scrolling.
The goal today isn’t just to keep them on the page; it’s to make them feel like they are connecting with a real human being.
Why “Real” is Your New ROI
When a brand hides behind a wall of perfect lighting and scripted talking points, it creates a distance between the company and the customer.
The 2024 Edelman Trust Barometer highlights that consumers are increasingly skeptical of curated brand images. They are looking for “human-led” verification. This is why “Behind-the-Scenes” content is so popular. This style of “Creative Bravery”—a concept emphasized in TikTok’s 2024 Trend Report—shows that brands which pull back the curtain and show the humans behind the work see a significant lift in brand affinity and trust.
“Authentic” Does Not Mean “Amateur”
There is a common misconception that authenticity means handing a smartphone to an untrained employee and hoping for the best. This is a costly mistake.
Authenticity is a storytelling choice. It doesn’t mean “shoot bad video on purpose.” There is a massive difference between a video that is “raw” and a video that is “bad.”
The Trust Factor: Interestingly, the same Wyzowl 2024 data shows that 87% of consumers say the quality of a video impacts how much they trust a brand.
The Craft: Audiences will forgive a natural, handheld shot, but they will never forgive poor audio. Professional audio capture, intentional framing, and rhythmic editing are still the markers of a brand that cares about its message.
True professional authenticity requires a skilled producer who knows how to make a subject feel comfortable enough to ditch the script. It requires an editor who knows which “human” moments to leave in—the slight laugh, the thoughtful pause, the genuine enthusiasm—without letting the video feel sloppy or long-winded.
The Human Advantage
At the end of the day, your most valuable asset isn’t your camera gear or your editing software—it’s the people inside your building. In a sea of over-produced noise, the most radical thing a brand can do is show its soul.
Stop trying to be perfect. Start trying to be real.
