3 Ways to Capture Authenticity

Authenticity is the new oil. Customers, candidates, employees are attracted to brands that demonstrate authenticity. Capturing this authenticity and showing it to the world can engage multiple audiences simultaneously. Here are 3 tips we've discovered while creating video content for our clients.

1. Use your best people

It's not the person who knows the most or who has been there the longest - the people who shine on camera are the people who care the most about the mission (or culture or product or whatever the subject-matter is). If you simply identify the people who are the most passionate about the subject-matter you are setting yourself up for success.

2. Ask them about what they care about

You have an agenda, yes, and these topics and messages need to be included, but don't focus on what you want to hear them say. Instead, focus first on why they are passionate about the subject-matter. Let them talk about what they care about first - and then steer the conversation to the list of messages on the agenda. You never know, the best stuff for the video may come from the stuff that wasn't on the list.

3. Get out of the office

Seeing people as real people is the key to authenticity. So in addition to some B-roll of these people doing their job and collaborating with the team, get some shots of them on their skateboard, playing their upright bass, polar plunging or playing tag football with their ten-year-old twins in the backyard - whatever is most true to who they are outside of the office.

Authenticity is a human attribute. People being real people - saying what they have to say and doing what they love to do - typically this is a pretty solid formula.