4 Ways Beauty Brands Can Build Brand Trust Through Video

It’s no secret that building brand trust is the key to retaining existing customers, attracting new customers and increasing revenue. In fact, recent online searches show that ‘how to build brand trust’ has risen by 100% over the last year (2023)

If your audience believes in your brand, and trusts you to deliver the best beauty product on the market, they will continue to invest in your services and may even influence others to do the same. The question is, what is the best way to build brand trust within the beauty industry?

At Bareska, we believe in the power of video for building trust and loyalty among customers, particularly within the beauty industry. We are proud to have significant expertise in beauty specific video, working with clients such as No.7 Beauty Company (Boots) and Schwarzkopf Professional.

Video is one of the most useful ways to engage and form connections with potential customers, with recent research showing that 68% of consumers prefer watching videos to learn about new products or services, as compared to articles, infographics, ebooks, and presentations.

You might be wondering, how exactly can videos, and similar forms of visual content, build trust for your beauty brand and support you with beauty marketing in 2024?

From communicating your brand’s story authentically to incorporating data into your videos, we have put together the top 4 ways you can build trust as a beauty brand through videos and visual content. Let’s get started…

1: Communicate your brand’s story authentically

It is more important than ever to demonstrate authenticity to potential customers. According to research, when consumers feel connected to your brand, 57% will increase spending, and 76% will buy from you over a competitor.

Video is a fantastic format for communicating your brand’s authenticity to users. Here are four ways you can use video to highlight your authenticity and build trust among potential and returning customers:

• Passion for your brand – One of the best ways to build trust and emphasise your authenticity through video is to put your brand at the heart of every video you produce. Being passionate about your brand and conveying that to your audience through powerful storytelling will build trust and encourage people to invest in your services.
• In-depth understanding of your products – There is no better way to build trust with your audience than explaining and showcasing your products as much as possible – helping them understand exactly how you can help them. If you believe wholeheartedly in your beauty products, and can convey that to your audience, they are more likely to believe in them too.
• Transparency – Consumers value transparency, honesty and integrity. Recent research shows that 21% of consumers are more likely to follow a brand when the brand is aligned to their personal values. In light of this, using videos and other visual content to communicate your brand’s story will enlighten users on your brand values, objectives and ethos, which may convert potential customers into loyal customers who use your products time and time again.
• Personal touch – While it is crucial to uphold a brand standard throughout all your content and marketing efforts, videos also offer the opportunity to add a personal touch. By this, we mean you can integrate behind the scenes content into professional interviews and highlight the humans behind the brand. In doing so, you can maintain your strong brand essence, while also connecting with your audience on a more personal level.

If you can demonstrate each of these elements to your audience through a video, or any type of content for that matter, you will gain their trust and position yourself as an industry leader.

Championing your brand within your videos can also make you more memorable. It may not lead to an immediate conversion, but the next time they hear your brand come up in a conversation or see one of your products online, they’re more likely to remember you – the more they remember you, and can verify that other people have also heard of you (discussed in the social proof section below), the more they may trust your brand and invest in your services.

2: Use real people rather than actors where possible

Keeping with the theme of authenticity, where possible, use real people with true experiences rather than actors or exaggerated stories. According to research, 84% of Gen Z users tend to trust brands that have real customers in their adverts.

Whether you’re creating videos or other types of visual communications, being honest, and authentic, with your audience will show them that you have genuine intentions as a brand – you are not trying to trick them, you are simply showcasing what you can offer them.

Of course it can depend on where your video is being hosted as to whether using actors could work to your brand’s advantage. In a society where organic, user-generated content is on the rise on social media platforms such as TikTok, having actors can feel too forced. Gen Z, in particular, responds well to more natural videos, such as makeup demonstrations, viral beauty trends and native advertising (for example, applying makeup while talking to the camera).

However, TV ads and videos may work well with actors, as long as they are able to effectively communicate your brand’s story (as mentioned in our previous point).

Do you need support with creating branded content that extends beyond video? We are proud to be a visual communications agency that delivers campaigns to support beauty brands with both internal and external communications. We can consult, create, produce, deliver and measure the success of all your branded content, helping you to build trust with your customers through video, animation, webinars and beyond.

3: Demonstrate your authority and expertise

 Another way that you can build trust among your customers is to demonstrate your authority and expertise within the beauty industry.

Over the last decade, there has been a significant rise in the spreading of misinformation online, with research showing around 45% of the British public believing they encounter ‘fake news’ online every single day.

With so much misinformation on the internet, particularly on social media, it can be difficult to build brand trust so it’s essential to demonstrate your authority and expertise clearly within your videos. For someone to trust your brand, they need to see evidence that you are an expert in your industry and that you understand your niche.

You could show expertise by adding expert comments to your content, whether that’s a product developer explaining more about your latest skincare range, a stylist giving advice on the latest makeup trends, or a scientist talking about developing new makeup formulas, as we did with No. 7 Beauty Company. Choosing the right people to be the face of your video is important. Ensure they are the most relevant and knowledgeable people for the video, for example, when we worked with Schwarzkopf Professional, we filmed a creative hair stylist and dye expert to demonstrate their new hair dye range.

One of the best ways to demonstrate expertise is to incorporate data and statistics into your videos. If your customers can see real-life data, they are more likely to trust your brand and invest in your products. You could include:

• Market research
• Sales figures
• Surveys
• Reviews
• Online searches

If you have any questions about building trust through data and statistics, please contact us today.

4: Include social proof in your videos

Social proof is a behavioural principle, which is based on the idea that people are generally influenced by others when making purchasing decisions. The more that people can see that other people are investing in your services, products or brand, the more likely they are to deem you as trustworthy.

This is why it’s so important to include social proof in your videos, as it acts as a trust signal to users and is another way of demonstrating your expertise and authority within the beauty industry.

In fact, the most recent stats show that more than one in three customers won’t purchase from a brand if their online store doesn’t show product ratings and reviews. Therefore, by incorporating this information into your videos and other branded content, you are more likely to build trust among your audience and generate conversions.

User-Generated Content (UGC)

User Generated Content (UGC) is a form of social proof and is a fantastic way to build trust and drive conversions. When people create content centred around your beauty products, others are more likely to be influenced by them because these videos are created by consumers rather than professionals. UGC also gives your customers the unique opportunity to become part of your brand’s journey and growth, which also builds both loyalty and trust.

Other examples of social proof that you could include in your beauty content strategy, whether you’re promoting a new product or creating a makeup tutorial include:

• Testimonials and customer reviews
• Case studies
• Data (e.g. sales figures, number of people who have bought or used a specific product etc…)

If you’re planning on creating customer video testimonials, ensure they are compelling and highlight:

• The problem and pain points that the customer faced
• How your brand worked with them to fix the problem (for example, if they were experiencing sensitive skin problems, how your product helped)
• A positive discussion about the results of the product and how they feel about your company
• Why they value your brand and products and how you stand out from others

It’s important to keep in mind that everyone is looking for a personal experience by someone previous to them to identify if your brand can provide what they’re looking for. By incorporating social proof into your beauty marketing for 2024, you’re able to highlight this effectively.

Leverage the power of video production for building brand trust

From incorporating data and statistics into your videos, to communicating your brand’s story authentically, these are just a few of the ways your beauty brand can level up your videos to build connections and trust with your audience.

Are you looking for support with producing a beauty brand content strategy that builds trust with potential and existing customers?

At Bareska, we can support you with creating visual communication campaigns that build trust and connect with your customers. We take care of everything, from creating and producing to measuring success. Leverage the power of video production with Bareska.

Get in touch with us today with any questions and to discuss your beauty content strategy.