Consumers are tired of your marketing gimmicks and this year your company needs to get real.

Consumers are skeptics, eager to prove you wrong and point out a company’s hidden agenda. Now, more than ever, it’s imperative for brands and companies to engage consumers in a transparent and authentic way.

If you’re looking to show more than just your service offering in your next video, check out these tips before stepping behind the camera and learn how to showcase your company’s unique and authentic personality.

Have a Purpose

Taking part in a video interview means you’re immersing yourself in content that people are choosing to watch. Basically, the people who are watching this video are people who want to be watching. There is a specific need they are looking to fulfill – and you’re in the position to give them exactly the information they’re seeking. You know what you’re talking about – so use this opportunity to be as effective and compelling as possible.

Be the Expert, but be Yourself

Video interviews aren’t merely a chance to sound smart or position yourself as an expert – they’re a chance for you to really show your audience who’s behind this business. People might care about your brand, but they’ll connect with a person much more deeply. So take this opportunity to show them you.

Recall back to 2012 when Dollar Shave Club CEO Michael Dubin put himself behind the camera for their company video – a different take on a pitch video, sure, but it resonated with an audience because it was real. It was entertaining, informative, and showcased the human behind the brand name.

Offer Personal Anecdotes

Putting yourself on camera is a great way for you to connect with your audience and highlight your product or service in a real and genuine way. Maybe it’s an opportunity to share why you stand behind your offering, or share a personal story. Consumers are more likely to trust a person rather than a brand – so build that trust.

Don’t just Talk to Hear your own Voice

Major brands face backlash every day for jumping in on conversations which don’t align with their brand – whether it be unintentionally offending an audience or jumping in on a trending topic non-strategically just to show face. And there is a key learning here beyond social chatter or major brand faux-pas. At the core of this is consumers who are a) eager to point the finger, and b) able to recognize when a brand is trying too hard – so avoid both of these traps. Being on camera is a great opportunity for you to say exactly what you want to say in a meaningful way. So make your point, make it quickly, and move on.

Getting in front of the camera shouldn’t be daunting. Instead, it should be a great opportunity to showcase your company and the people (or person) behind it. Happy filming!

Yotam Dor