There is a fine line between "On Brand" and "Robotic." Many marketers, in an attempt to control the message, write word-for-word scripts for their video talent. The result? Content that feels like a hostage video.
Authenticity is a Revenue Driver Consumers are experts at spotting fake emotions. A study by Stackla revealed that 86% of consumers say authenticity is important when deciding what brands they like and support. If your video sounds scripted, you lose that authenticity point immediately.
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The Guardrails Approach
To get high-performing testimonial videos, you need to shift from "Scripting" to "Briefing." Instead of dictating every word, provide the creator with:
- Key Value Props: The "Must Haves."
- The "Do Nots": Words to avoid.
- Creative Freedom: The space to use their own vocabulary.
Sayso’s platform helps structure these briefs effectively. You get the professional messaging you need, but the delivery remains natural. Authentic customer videos perform better because they sound like advice, not ads.
