Humanizing the Brand: Video Content for Awareness & Connection
Built for connection. Designed to humanize.
Industry
Healthcare & Wellness
Clients
SFI Health
Healthpilot
My Role
Social Media Strategist & Video Creative Lead
Deliverables
Video Briefs
Content Strategy
Creative Direction
Scriptwriting
Campaign Execution
Most of the brands I worked with, like SFI Health and Healthpilot, had strong missions, but their social media lacked one thing: people. Their feeds were packed with product facts, static posts, and polished graphics, but none of it felt human. None of it told the deeper story of why the brand exists or why anyone should care.
So I asked: what happens if we put people at the center?
We didn’t start with scripts or shot lists. We started with questions: about trust, impact, and what their audience actually wants to hear. From there, the approach was clear: build video briefs that humanize the brand, tell a story worth watching, and make room for real voices. Videos that say: “We’re not just a company. We’re people trying to help.”
Objective
To build brand awareness and deepen emotional engagement by introducing video content that tells the why behind the brand, not just the what.
Strategy
I proposed and developed video briefs aimed at putting a human face to each brand. Instead of just promotional videos, we focused on:
Story-driven scripts that explained the company’s purpose, values, and unique approach.
Lightweight production plans designed for existing video materials and minimal equipment needs.
Frameworks for recurring content (e.g. educational series, spotlights) to maintain consistency without overwhelming the internal team.
Each brief was tailored to platform and audience behavior—what performs on TikTok isn’t what builds trust on LinkedIn.
Execution
For Healthpilot, I created a video series concept highlighting real user questions and relatable moments during Medicare enrollment. The tone was warm, empathetic, and non-salesy—focused on building trust.
For SFI Health, I structured a narrative that showcased the science and people behind the products, positioning the brand as both credible and compassionate.
Results
+35% engagement on posts featuring human-led videos compared to static content.
Video retention rates averaged over 70% for the first 10 seconds – well above industry average.
Audience sentiment showed a noticeable shift: more comments, more shares, more trust.