“Trust me.” That’s what every marketer worries their viewer is NOT doing.
When it comes to making video, I’ve found there’s a big difference between engagement and trust. It’s like the difference between entertainment and wisdom. Get them confused and you’re going to be learning the hard way.
I’m not saying you shouldn’t try to engage your audience with “edutainment”. If you can, that’s a wonderful thing. There are few audiences for video where some form of edutainment wouldn’t work.
But it’s all for nothing if it doesn’t build trust. Why do you think most video makers are scared to death of humor?
Let’s look at how this trust thing works on video.