With artificial intelligence revolutionising the way businesses approach content creation, standing out from the crowd can be challenging. But with AI-generated videos becoming increasingly accessible, it’s easy to fall into the trap of relying solely on automation.
The ease and low price point of AI tools makes them very appealing, but as we’re quickly seeing, people are increasingly being turned off by brands who adopt AI in bulk. There are a few reasons for this: the outcry over AI stealing from creators, the idea that a brand resorting to AI is cheap and the frankly odd nature of some clips. AI can help you churn out videos, but if the churn is impacting your brand then it might not be the best step.
I began a new marketing role in 2024 that had a higher focus on video than I’ve previously had and immediately implemented a strategy that goes against this AI wave: humanising the content we produce.
Our approach to social media marketing
When I began my new role, I knew there was an untapped opportunity for growth on social media, in particular, TikTok.
Before I started, the company had an account but had posted a few videos, however they seemed more of an afterthought than a key focus and this showed in the low engagement numbers. The analytics showed daily views barely reaching double figures. Clearly, there was potential to do more, and that’s where the idea of introducing more human-focused content came into play.
The challenge of getting the team involved
The plan was simple: get the team involved in creating content. With an office full of expert loan brokers, it made perfect sense to get the team, and not just the boss or the guy in charge of marketing, in front of the camera.
Not everyone is a natural in front of the camera and the idea of being filmed was met with some hesitation. Not everyone was thrilled about the prospect of making videos, especially when it was out of their comfort zones. However, I was convinced that showcasing real people – our team – would help us build a genuine connection with our audience.
We started by having each broker on the team record a week’s worth of content to share their expertise, answer client questions and provide insights into the industry. They became the “face” of the company for the week, delivering valuable educational content in a personable, authentic way. It wasn’t just about pushing products or services – it was about building trust and establishing credibility.
The results were impressive – and fast
The shift in our content strategy has been nothing short of transformative. Within a couple of months, we saw incredible results. Video views skyrocketed from a handful per day to tens of thousands, with some days reaching as high as 70,000 views. On average, we now see between 10,000 and 20,000 views daily. And while numbers are important, what’s more remarkable is the increase in audience engagement. Over the past 60 days, our reach and engagement figures have grown by more than 999.99%.
But it’s not just the numbers that tell the story. This surge in views has translated into tangible business outcomes. Our follower count has increased significantly, and we’ve started generating leads through these videos. The value lies in positioning ourselves as true market experts. By showing that our team is knowledgeable and approachable, we’ve given potential clients a reason to trust us.
Why the human element matters
This success isn’t groundbreaking in the sense that we’ve invented a new concept. Brands have been showcasing internal experts for ever, but we’ve done it at a time when others can’t be bothered. Turning to AI actors, scripts and animations may have helped some of our competitors post more often, but their engagement numbers aren’t growing in the same way as ours (when they’re even growing at all).
The best loan brokers are always the ones that build a personal connection with their clients and that’s exactly the same online. In our case, seeing actual team members speaking directly to the audience has been the key to building credibility and trust. It also helps our clients put a face to the name on the end of the phone, which again strengthens the relationship.
In an age when automation is increasingly prevalent, it’s the human touch that resonates. Clients and potential customers want to engage with real people, not just digital avatars. They want to know that behind your business is a team that genuinely understands their needs and can provide real solutions. By showcasing the human side of your business, you can create content that’s both authentic and impactful.
Proving that small budgets can yield big results
Another critical lesson from our journey is that you don’t need a massive marketing budget to see results. The success of our TikTok strategy was powered by creative thinking and a willingness to take risks – not a hefty financial investment. Our videos were shot with smartphones, and we focused on the message rather than perfection. The results speak for themselves.
This approach shows that with a small budget and the right strategy, it’s possible to create meaningful connections with an audience. Whether you’re a small business or a large corporation, showcasing the humans behind the brand can make all the difference in building a loyal following.
Conclusion: the future of marketing is human
The lesson here isn’t that tech is bad or ineffective; it’s that the authenticity and expertise of real people is incredibly powerful. By incorporating human elements into your marketing strategy – whether through video content, customer interactions, or team-driven storytelling – you can distinguish your brand in a sea of dull automation.
No matter your budget, this strategy is accessible. Embrace your team’s expertise, get creative with your content and show your audience that behind every successful business, there’s a group of passionate, knowledgeable individuals ready to help.
It’s a simple but powerful way to stand out and build long-lasting connections with your audience.
