Why Relationships Beat Pitches… People are sick of being sold to. They want to feel something. They want connection, not a pushy sales pitch. In this article I’ll go over how to build relationships with video.
That’s where video comes in. Done right, it’s one of the most powerful tools to build trust, create loyalty, and start real conversations with customers. In fact, video now makes up over 80% of internet traffic, so if you’re not using it to connect, you’re already behind.
Let’s break down how to use video not just to sell, but to build lasting relationships.
What Makes Video So Powerful for Building Connection
Emotion + Clarity
Video blends tone, body language, music and story. That makes your message not just easier to understand, but easier to feel.
Face to Face (Without Being in the Room)
When people see you talking directly to them—whether it’s a one-on-one Loom or a social media video—it builds familiarity fast.
Reuse Across the Customer Journey
The same video can be repurposed for awareness, education, nurturing, support and more.
Want to know what actually makes a video effective? Read: What Makes a Great Video
Five Smart Ways to Use Video to Build Relationships
1. Welcome Videos That Actually Feel Human
Send a short thank-you or welcome video after someone becomes a customer. It doesn’t have to be polished, just real. Even a phone selfie video can go a long way.
2. FAQ or Explainer Videos That Reduce Friction
Answer common questions upfront. People trust brands that take the time to help before being asked.
3. Behind-the-Scenes or ‘Meet the Team’ Videos
Let people see who they’re working with. Show your values, culture, and process, not just the final product.
4. Check-In Videos Post-Sale
30 days after a project or product delivery, send a personalised video to check in. It builds trust and opens the door to referrals.
Need help scaling this with intent? Here’s our guide to Personalised Video Marketing
5. Social Video That Sparks Conversation
Use Instagram, TikTok, or LinkedIn to connect with your audience where they’re already hanging out. Ask questions. Share stories. Give value.
Real-World Example: A Video That Created More Enquiries
We’ve worked with a ton of business owners and it can sometimes be hard to track a dollar for dollar ROI on organic content. This is why we have a consistent feedback loop with our clients and every single one of them has said at least once that the person who they were talking to on the phone watches their content. Now imagine if that person hadn’t watched their content, their conversion rate wouldn’t be as high because the authority and trust isn’t there.
Common Mistakes to Avoid
- Only making sales videos – You’re not building connection if every video is a pitch.
- Being inconsistent – If your tone, colours, and messaging change every time, people don’t build trust.
- Stopping at the sale – Relationships start after the transaction.
- No clear purpose per video – Every video should aim to connect, educate or support, not just fill space.
Next Steps
Here’s a quick list of ways to get started:
- Make a welcome video to put onto your website.
- Record 1x FAQ video for your Instagram.
- Film a 30-second ‘why we exist’ story for LinkedIn.
Final Word
You can’t fake connection. But with video, you can scale it. When your audience feels like they know you, trust and loyalty follow.
Start simple. Be helpful. Be human.
Need help putting together a strategy that actually builds loyalty and not just views? We’d love to help. Let’s produce something unreal.
Reach us on: https://unrealmedia.com.au/services/best-video-production-agency/
