One of video’s great benefits is authenticity. Let me rephrase that. One of the potential benefits is authenticity.

You can’t hide in video. There are all sorts of ways you can use the written word to sugar coat something, but put those same written words into a video and people will see right through you.

That’s why unscripted PR and marketing videos work best. Let people say things in their own words. Let events unfold naturally. Audiences pick up on these things and know when something’s being staged or something is genuine.

Playing it straight with people will result in an authentic message audiences will appreciate.

–Tony Gnau

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