In an increasingly digital world, where brands compete for attention across countless platforms, human-centered content has emerged as a key differentiator.
In an increasingly digital world, where brands compete for attention across countless platforms, human-centered content has emerged as a key differentiator. Research has shown that consumers are drawn to brands that tell authentic stories and showcase the people behind the products. This approach to marketing not only enhances engagement but also builds long-term trust and loyalty. In this blog post, we will explore why human-centered content is more effective than traditional product-focused approaches, backed by scientific evidence and marketing studies.
Why Human-Centered Content Resonates with Audiences
People have a natural inclination to connect with stories that evoke emotions, particularly those that involve other humans. Neuroscience research reveals that when individuals are exposed to emotionally engaging content, such as stories centered on people, the brain releases oxytocin—a hormone associated with empathy and trust (Zak, 2015). This release of oxytocin increases the likelihood that individuals will remember the content, feel emotionally connected to it, and take action based on those feelings.
Emotional Connections Drive Engagement
Studies have repeatedly shown that emotional content leads to higher engagement across marketing channels. For instance, a study by Nielsen found that ads with strong emotional pull deliver better performance and higher memory retention than purely rational or product-driven messages (Nielsen, 2016). In the context of video marketing, human-centered stories that focus on real people, experiences, and emotions generate more profound engagement, as viewers are more likely to share and discuss content that resonates on an emotional level.
(Zak, P. J. (2015). Why inspiring stories make us react: The neuroscience of narrative. Harvard Business Review. Retrieved from Harvard Business Review)
(Nielsen. (2016). Consumer neuroscience: How emotions drive purchase behavior. Retrieved from Nielsen)
The Rise of Authenticity
Modern consumers, particularly younger generations, place a high value on authenticity. According to a 2019 Edelman Trust Barometer report, 81% of consumers say that trust in a brand is a key factor in their purchasing decisions (Edelman, 2019). Human-centered content—whether it's through customer stories, employee spotlights, or behind-the-scenes videos—offers a level of transparency that resonates with these audiences.
Authentic content humanizes a brand, showing that it’s not just a faceless corporation but a collection of real people who share values and experiences with their customers. This is especially important in video marketing, where viewers are more likely to engage with content that feels genuine rather than overtly promotional.
(Edelman. (2019). Edelman Trust Barometer: Special Report. Retrieved from Edelman)
(Related post: The Power of Video to Build Brand Awareness – Learn how video can create lasting impressions through human-centered storytelling.)
How Human-Centered Content Enhances Brand Loyalty
When it comes to building brand loyalty, human-centered content has a profound effect. By focusing on the people behind a product or service, businesses can create stronger emotional bonds with their audience. This emotional connection, according to research from the Journal of Consumer Research, leads to increased trust and loyalty, as consumers are more likely to return to brands they feel emotionally attached to (Thomson, MacInnis, & Park, 2005).
Building Trust Through Real Stories
Human-centered content that features customer testimonials, employee stories, or even user-generated content plays a crucial role in establishing trust. A report by HubSpot found that video testimonials from real customers are among the most effective types of video content, leading to higher conversion rates because they offer social proof and credibility (HubSpot, 2022).
By sharing real experiences, businesses can foster authenticity and build trust, which is essential for long-term loyalty. Consumers are more likely to trust the opinion of a fellow customer than traditional advertising, making testimonials a powerful tool in human-centered marketing.
(HubSpot. (2022). The ultimate guide to video marketing. Retrieved from HubSpot)
(Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Research, 32(1), 77-91. doi:10.1086/426626)
Showing the People Behind the Brand
Consumers are increasingly interested in the people behind the brand. Highlighting the employees who make the business run can create a more personal connection between the brand and its audience. By showcasing the company culture, work processes, and the personalities of team members, businesses can create a more relatable and approachable image.
For instance, an employee spotlight video series can help humanize a brand, especially in industries that may seem impersonal or highly technical. By showing the people behind the scenes, businesses can appeal to the audience’s emotional side, further enhancing brand loyalty.
(Related post: Why Businesses Can No Longer Ignore Video Marketing – Understand the growing importance of video content and its impact on consumer behavior.)
Types of Human-Centered Content You Should Be Creating
There are several types of human-centered content that businesses can create to build deeper connections with their audience. Here are a few of the most impactful formats:
1. Customer Testimonials
Video testimonials are particularly effective in showcasing the real-life impact of your products or services. Research from Wyzowl found that 79% of people have been convinced to buy or download software after watching a video testimonial (Wyzowl, 2023). These testimonials offer third-party validation and help potential customers feel more confident in their purchasing decisions.
2. Employee Spotlights
Employee spotlights are another excellent way to humanize your brand. By showcasing your team members, you can demonstrate the values and culture that make your company unique. In fact, a report by LinkedIn revealed that employee advocacy, including spotlight videos, can increase brand engagement by as much as 40% (LinkedIn, 2020).
3. Behind-the-Scenes Content
Consumers love seeing how the magic happens behind the scenes. Whether it’s a look at your production process, a day-in-the-life of a team member, or a sneak peek into company culture, behind-the-scenes content creates transparency and builds trust. This type of content gives viewers a more intimate view of your brand, helping them feel more connected.
(Wyzowl. (2023). The State of Video Marketing 2023. Retrieved from Wyzowl)
(LinkedIn. (2020). Elevate your employee advocacy program. Retrieved from LinkedIn)
Case Study: The Impact of Human-Centered Content on a Brand’s Growth
To illustrate how human-centered content can significantly boost a brand’s growth, let’s examine a real-world example of a business that successfully embraced this strategy.
The Challenge: Building Brand Loyalty Through Emotional Connections
A mid-sized clothing brand that specialized in sustainable fashion wanted to differentiate itself in a crowded market. The brand faced the challenge of not only standing out among competitors but also fostering a sense of loyalty among its customer base. Initially, the brand’s marketing approach focused heavily on the eco-friendly materials used in its products. While this appealed to environmentally conscious consumers, the campaigns lacked an emotional connection, which limited engagement and repeat business.
The Strategy: Shifting Focus to Human-Centered Storytelling
With the help of a content agency, the brand shifted its focus from product-centered content to human-centered storytelling. The new strategy involved highlighting the people behind the brand—the artisans who made the clothing, the employees who advocated for sustainability, and even the customers who supported the brand’s mission.
A series of video testimonials and behind-the-scenes footage was produced, showcasing the team’s dedication to ethical production and sustainability. The videos featured not only employees but also customers who explained why the brand’s values resonated with them. These personal stories created a deeper emotional connection between the brand and its audience.
The Results: A Significant Increase in Engagement and Sales
The results were profound. The brand saw a 40% increase in social media engagement and a 25% boost in repeat purchases within six months of implementing this human-centered content strategy. By focusing on the people who made and used their products, the brand fostered a sense of community, which strengthened customer loyalty and positioned the company as a leader in the sustainable fashion space.
This case study underscores the power of human-centered content in driving not just engagement but also long-term customer loyalty and business growth.
(Related post: The Fun Side of Content Production: Why It Matters – Learn how enjoying the content creation process can lead to more authentic and engaging stories.)
Why Human Stories Are Key to Successful Video Marketing
When it comes to video marketing, human-centered stories are key to success. Studies in neuroscience and marketing have consistently shown that viewers are more likely to engage with content that triggers an emotional response. Video is particularly effective in this regard, as it allows businesses to combine visual storytelling with human emotions, creating a powerful connection with the audience.
How Video Captures Human Emotion
A study published in the Journal of Marketing Research found that ads containing emotional content outperformed informational ads in terms of both engagement and recall (Teixeira, Wedel, & Pieters, 2012). Video content has the unique ability to convey facial expressions, tone of voice, and body language, all of which contribute to the emotional impact of a story. These non-verbal cues allow viewers to connect with the people in the video on a deeper level than they would with text or static images alone.
Human-centered video content, such as customer stories, employee interviews, and behind-the-scenes glimpses, can evoke feelings of empathy and trust. When viewers see real people sharing their experiences or emotions, they’re more likely to feel connected to the brand and take action—whether that’s making a purchase, sharing the video, or following the brand on social media.
(Teixeira, T., Wedel, M., & Pieters, R. (2012). Emotion-Induced Engagement in Internet Video Advertisements. Journal of Marketing Research, 49(2), 144–159. doi:10.1509/jmr.10.0207. Retrieved from JSTOR)
Storytelling in Short-Form Content
Even with the rise of short-form video on platforms like TikTok, Instagram Reels, and YouTube Shorts, businesses can still convey powerful human-centered stories in just a few seconds. While longer videos allow for more detailed narratives, short-form content can capture a key moment, emotion, or story fragment that resonates with viewers immediately.
Research from Wyzowl shows that 68% of consumers prefer to learn about a product or service through short videos (Wyzowl, 2023). The challenge, however, is to make these brief videos emotionally engaging. By focusing on real people and authentic stories, businesses can make even the shortest content memorable.
For example, a quick video of a satisfied customer using a product in their daily life can create an emotional connection with viewers, encouraging them to trust the brand and explore its offerings further.
(Wyzowl. (2023). The State of Video Marketing 2023. Retrieved from Wyzowl)
(Related post: The Shift to Short-Form Content: Reaching Audiences on Instagram, TikTok, and YouTube Shorts – Explore the growing dominance of short-form content in video marketing.)
How Fraem Helps Businesses Create Human-Centered Marketing Content
At Fraem, we understand the power of human-centered content and how it can elevate a brand’s marketing strategy. Our team specializes in creating engaging, authentic stories that put people—whether they’re your employees, customers, or community—at the heart of your content.
Fraem’s Approach to Human-Centered Storytelling
Our approach begins with understanding your brand’s unique story and the people behind it. Whether you’re a growing business in the craft and trade sector, or an established brand looking to connect with new audiences, we help you build emotional connections with your audience through video production and content strategy.
We create a variety of human-centered content, including:
Customer testimonials that highlight the real-world impact of your products or services.
Employee spotlights that showcase the people behind your business, giving your brand a relatable, approachable face.
Behind-the-scenes content that offers transparency and builds trust with your audience.
With Fraem, your marketing content won’t just be about selling products; it will be about telling the human stories that make your brand unique.
Ready to bring human-centered content into your marketing strategy? Contact Fraem today to learn how we can help you create engaging video content that resonates with your audience and drives results.
Frequently Asked Questions!
The Fun Side of Content Production: Why It Matters
Content creation is often seen as a technical process—one that requires planning, strategy, and execution. However, there’s an essential element that is overlooked: fun.
Why Businesses Can No Longer Ignore Video Marketing
Whether it’s short-form videos on TikTok and Instagram or long-form brand storytelling, video content is now the gold standard in content marketing.
The Shift to Short-Form Content: How to reach your audience
These bite-sized videos, often no longer than 60 seconds, are ideal for capturing attention in a fast-paced digital landscape where consumers crave quick, digestible content.
