The Tour Video: A Softer Way to Build Trust
“Hi, everybody, Tomer Kapon here. I heard about this organization a couple of months ago… Today, we’re in their logistics center. Let’s go!”
A few years ago, I made this video for Leket Israel.
In case you’re not familiar, they’re an organization that noticed just how much of the country’s surplus produce was going to waste and pioneered a system for rescuing it and delivering it to those in need.
Actor Tomer Kapon of international Fauda fame believed in the work and wanted to help out. So, he arranged with Leket to come in to take a tour of the logistics facilities, showing off the scale of the operation and giving volunteers a chance to explain what it all meant to his many, many social media followers.
A little unusual
This is a different kind of video than I usually use to connect an organization with a new audience. My go-to is what I call the Identity Film , which weaves together firsthand stories of pain or struggle and the ways in which a nonprofit was able to come in and help. These videos make a clear, powerful, emotional case for why an organization is worth supporting, showing why their work is needed and why they can be trusted to deliver.
An Identity Film about Leket Israel would have focused on the hungry who’ve been fed and the lives that have been changed. Instead, in this case, our video showed off the work itself, bringing the camera into the daily inner workings of the organization.
To give another example of how this style of video can work, I once made a campus tour video for the Midreshet Harova seminary for girls.
That time, there weren’t any celebrities involved, just the dean of students. She addressed the camera directly, inviting students who were considering enrolling on a quick visit. We made a cheerful sweep of some classes, the Old City location, and the dorms, with introductions to other teachers and students along the way.
Unique advantages
So, what are the circumstances that make this kind of video a good fit?
It’s a bit of a softer sell than the Identity Film. This means it can be particularly useful when you know that the target audience might have some skepticism that you need to overcome. Instead of making a pitch, it shows the facts on the ground and leaves it up to the viewer to decide what they think of them. In fact, in the case of the celebrity visitor, the audience is under even less pressure. They aren’t being asked to form an opinion, just to come along as a passenger on someone else’s experience. Even if they came in with their guard up, you’ve created a dynamic that lets the audience relax, making them more open to what your video has to say.
The video also makes skeptical viewers feel comfortable by giving them a look behind the curtain. By letting them get a real feel for the organization and its culture, it fosters a sense of closeness and familiarity, which makes it easier to build trust. It can also invite viewers to see themselves in what they’re watching and consider becoming a part of the team.
The on-camera interactions both make the video more energetic and cue the audience to notice the important things. If students are laughing together and turn to the camera to share in the moment, the viewer will feel drawn to join in and laugh along. If Tomer Kapon looks impressed with something, the viewer knows to take a closer look and consider what they’re being shown.
And, of course, when a celebrity guest takes part in these videos, they connect the organization with a whole new audience they might never have reached otherwise, with a solid shot to win them over.
Finally, on a practical level, it’s not a complicated video to make – relatively affordable and quick to produce.
Which video is right for you?
When it comes to creating emotional investment, the Identity Film is the gold standard. But if the audience already has some connection to your organization, this alternative format can be a great way to strengthen that bond, continuing to build confidence in your work and attachment to your cause.
This video is also especially helpful when you want viewers to think of you as a friendly and trustworthy presence, e.g., if you’re targeting a vulnerable group that tends to be hesitant to reach out.
On the other hand, if you know any celebrities or influencers who are willing to collaborate, that alone is a huge reason to put together something like a tour video that allows them to participate and appear personally.
If this format sounds like it might fit your goals — or if you’re wondering whether your work will translate well on camera — I’d be happy to brainstorm with you.