It’s a running joke in the production world that if something goes wrong on set, we’ll fix it in post. In other words, we can use editing or VFX magic to get rid of that plastic bag that blew behind a person’s head, or cut that take when your talent flubbed. But there’s one thing we can never fix in post, and that’s authenticity. If it wasn’t captured on the day, it won’t be in the final video.

When creating a video featuring real people, authenticity comes from letting them be themselves. It’s key in testimonials, recruiting videos, or CEO interviews. But so many brands make decisions that actively work against authenticity. 

Factors that work against authenticity:

• Scripting or using teleprompters
• Forcing people to restate answers to fit brand guidelines
• Overediting to remove filler words like “um,” “ah,” or “like”

On this episode of 

Death to the Corporate Video, 

Guy and Hope discuss why authenticity is key in videos featuring real people, and how to make sure you capture it.