After this week’s news that Meta is phasing out fact-checkers, it’s clear we’ve entered a new era of online communication, you need to establish credibility in your videos more than ever. As a former journalist, I was shocked by the news, but now I’m realizing I shouldn’t have been. This isn’t the first time platforms have prioritized growth over factual information, and it likely won’t be the last.

Misinformation already spreads faster than truth, creating confusion, skepticism, and division. And now, without even the illusion of verification, audiences are left to navigate a digital landscape where they must question everything they see. For those of us who create, share, or depend on online content, this is a wake-up call: trust is not assumed and it can not be demanded. It has to be earned. 

Why does this matter? Because trust is the foundation of everything. It drives engagement, fosters loyalty, and builds influence. Whether you’re running a business, growing a brand, or simply sharing your perspective, earning and maintaining your audience’s trust is what sets you apart in a noisy, unregulated space.

So how can you establish credibility in your videos in a post-fact-checking world?

Transparency: Show Your Cards

To establish credibility in your videos, start by being transparent about your intentions, reasoning, and even your limitations. Audiences are more likely to trust you when you clearly explain why you’re sharing a specific message or offering advice. For example, if you’re giving tips on marketing, share your background and what qualifies you to speak on the topic. Transparency isn’t about presenting yourself as flawless—it’s about being upfront and relatable.

Don’t gatekeep valuable information or try to appear like you have all the answers. Instead, be open about your process, your expertise, and even the areas where you’re still learning. If you don’t know something, say so—your honesty will resonate far more than overconfidence or deflection. When people feel you’re genuinely trying to help, not just sell or posture, they’ll be more inclined to see you as a trustworthy source.

Consistency: Establish Credibility by Your Actions

There is so much conflicting advice out there so you have to be more than just transparent. To establish credibility in your videos, you also need to be consistent. Consistency creates predictability and predictability fosters psychological safety. When your audience knows what to expect from you, whether it’s your messaging, tone, or schedule, they’re more likely to trust you and engage with your content. 

Consistency isn’t just about what you say; it’s about aligning your actions with your words over time. If you want to be more authentic show more behind the scenes content, if you claim to value storytelling, tell stories. 

Reliability also means showing up regularly. Whether you post weekly tips, monthly updates, or daily insights, sticking to a consistent schedule builds trust. Your audience will come to rely on your presence as a dependable source. 

Pro tip: Predictability doesn’t mean being repetitive, it means having a recognizable voice and a clear purpose. By consistently delivering on what your audience expects, you create a sense of stability in a digital world that often feels chaotic. And in that stability, your credibility grows.

Active Listening: Make Your Audience Feel Heard

I always say that in order to make videos that people watch, you need to understand your audience. Establishing credibility in your videos isn’t just about transparency or consistency—it’s also about connection. And one of the most powerful ways to connect with your audience is through active listening. This is how you get to know your audience. 

Active listening in the context of video marketing means paying attention to what your audience is telling you—both directly and indirectly. It’s not just about reading comments or tracking analytics; it’s about interpreting the patterns, questions, and concerns that consistently arise. Are they struggling with a particular problem? Are they asking for clarity or solutions? Use their input to shape your content in a way that feels relevant and valuable to them. Tailor your messaging to reflect their struggles and offer actionable advice. This approach shows that you’re listening and that your videos are designed with them in mind.

Active listening also fosters trust by making your audience feel valued. When you ask clarifying questions, respond thoughtfully, or acknowledge feedback in your videos, you’re demonstrating that their voices matter. This doesn’t just strengthen your relationship with your audience—it makes them more likely to engage with your content and share it with others.

To establish credibility in your videos, create an ongoing dialogue with your viewers. Don’t just wait for them to comment or react, be proactive in addressing their needs, and make sure they know you’re paying attention. This mutual exchange of ideas creates a sense of shared investment and allows your audience to feel personally connected to you and your content. 

Authenticity: Be Real, Not Perfect

One of the biggest buzzwords in marketing of 2024 was Authenticity. But authenticity is more than the advice to just being yourself. It’s about showing people who you really are in a way that they can connect with. Social media is curated, we know this. Behind every post is often a perfectly lit photo, an edited video, or a carefully crafted caption. There’s nothing wrong with that, you don’t have to share every minute detail of your life but you should share things that people can relate, some good, some bad. 

To establish credibility in your videos, authenticity means letting your personality, experiences, and even your imperfections shine through. Instead of trying to be perfect or polished all the time, focus on being relatable. Share stories that feel personal and meaningful, talk about lessons learned, and don’t shy away from admitting when something didn’t go as planned. These moments make you human, and audiences are far more likely to trust someone who feels real than someone who seems untouchable.

The psychological power of authenticity lies in how it fosters relatability and trust. When people see that you’re willing to be open and genuine, they feel a stronger connection to you and your message. Your flaws aren’t liabilities, they’re opportunities to build empathy and show your audience that they’re not alone in their struggles. Authenticity isn’t about oversharing or being raw all the time, it’s about being real in a way that aligns with your values and speaks directly to your audience’s needs.

Credibility: Back It Up with Evidence

One of the biggest concerns, when platforms like Meta do away with independent fact-checking, is how do you appear credible. With no fact-checking, misinformation often travels faster than the truth. There is no way of quickly verifying if something is factual or not. To establish credibility in your videos, you need to proactively bridge that gap by backing up your claims with evidence.

Credibility isn’t just about sounding confident, it’s about demonstrating why your audience should trust you. This means supporting your statements with reliable data and references. If you’re advocating for a specific strategy, include results from case studies or examples from your own experience. If you’re sharing tips, point to proven methodologies or research that underpins your advice. When you’re audience sees that other sources back up your statement, you will inevitably be seen as more credible. 

This also means that you need to be transparent about your sources. Mention where your data comes from, explain your reasoning, and don’t shy away from acknowledging the limitations of your perspective. This openness enhances your authenticity and reinforces trust. 

Positive Language: Build Confidence, Not Doubt

One of the biggest problems with misinformation is that the more salacious the information, the more inflammatory language used the faster it spreads. Fear and negativity grab attention, but they often leave audiences feeling distrustful and overwhelmed. If you want to establish credibility in your videos, you need to take the opposite approach: use positive language to build confidence, not doubt.

Optimistic and encouraging language fosters a sense of trust and possibility. Be the reason a viewer has confidence not the reason they’re thinking about giving up all together. Positive framing also makes your audience more receptive to your message. When viewers feel uplifted and encouraged, they’re more likely to engage with your content and take your advice to heart. Constructive language shows that you understand their struggles but are focused on helping them overcome those hurdles, which strengthens the connection and builds trust. 

This doesn’t mean avoiding hard truths or ignoring complexity. It’s about presenting those truths in a way that empowers rather than overwhelms. When you focus on solutions and actionable steps, you show your audience that they’re capable of progress and that you’re committed to helping them get there.

Why Everyone Should Care

Whether you’re running a business, building a personal brand, or sharing your opinions online, trust is the foundation of your ability to influence and connect. Without it, your message can fall flat, no matter how compelling or important it might be. Since misinformation spreads rapidly, the need to establish credibility in your videos has never been more critical. 

Distrust isn’t just a personal issue; it’s a societal one. When misinformation circulates unchecked, it creates confusion and erodes the bonds that hold communities together. Industries suffer, public confidence declines, and meaningful progress stalls. 

In the context of video marketing, credibility directly impacts your audience’s willingness to engage with your content and take action. Trust isn’t optional, it’s the currency that keeps your viewers invested in your content. 

Everyone, from content creators to CEOs, has a role to play in fostering trust. By prioritizing transparency, consistency, authenticity, and positive language, you contribute to a more informed and connected audience. When you take the time to back your claims with evidence, listen actively to your audience, and present your message constructively, you not only strengthen your brand but also set a standard for responsible content creation.

Establishing credibility in your videos is critical and we should all take it seriously. The erosion of facts will eventually impact every industry.

Trust Is Built, Not Demanded

Building trust takes time, effort, and intentionality. It’s not something you can demand from your audience—it’s something you earn. Trust strengthens emotional bonds, fosters loyalty, and makes your audience more likely to act on your message. It also creates a sense of safety and confidence, ensuring your content stands out. That’s why you need to be even more intentional with the videos you create because each one should help build that trust. 

If you need more help becoming a trusted voice with your video content or you just want to learn more about how to make videos that your audience is actually going to watch, subscribe to our newsletter, The Director’s Cut. Packed full of actionable tips, expert insights, and strategies to make your videos more credible and compelling.