Okay, there is a balance here, science does reveal that we can’t shoot a video at an angle that looks up our nose or is overstimulating, etc. and expect to get a positive result. That said, I recall when I worked for a global organization and there was a tangible shift as social media and YouTube started to be a real thing. We went from shooting video of our President in his office, poised behind his desk with a collared shirt and tie, to… down in the lunch room with a polo shirt.

The more we began to have access to quick turn, video content, the more we preferred it. Sure it’s entertaining, and even a “good” distraction, but it also serves up quick answers to questions in both our personal and professional lives. We no longer have to spend days researching something, we can likely find a 5 minute tutorial from a human just chilling in their studio, pumping out real solutions.

The other thing that psychologically began to happen was a level of authenticity, which translates into trust (regardless if it’s actually warranted). As we became more physically disconnected and shifted to online connections, we needed to feel like it was “real.” We want to know that the people we look to for answers, solutions, services, etc. are not only legitimate, but trustworthy. I will note, this can be an illusion to some degree, but… one of the ways we connect is how much we relate with someone. So, as you consider video as a means to connect with your audience, keep in mind, as long as it’s tolerable (be objective), we often prefer an unpolished, relaxed human rather than someone who’s overly poised and seemingly flawless. Be consistent, be professional… and be human. Embrace an element of unflattering authenticity.