Lesson 1 of 4 · 4 min
Picking a presenter
You can choose a face your audience would believe owns the problem.
The presenter is the single biggest lever in creator-style video, and the usual instinct is to pick the most attractive option, which is usually wrong.
Steps
- Write down who has the problem your product solves, including their age and their situation.
- Pick a presenter who could plausibly be that person.
- Generate a few seconds and watch it with the sound off.
- Ask whether you would believe this person actually uses the product.
Why believability beats polish
The format works because it reads as a real recommendation. A presenter who looks hired breaks that, and everything after it gets read as an ad.
What to watch for
Match the presenter to the audience, not to the brand. The brand's aesthetic belongs in the product shots. The person should look like the customer.