Reading Between the Lines

People have evolved a sixth sense for detecting nonsense. It's a sense of congruency.

We are highly skilled at reading people, even the smallest cues can determine whether we trust someone.

We're constantly testing for congruency.

If a person's body language, voice, and message all align, we find it easy to trust them.

If someone's body language feels off, we're less likely to trust them.

We build rapport faster in face-to-face interactions because we can instantly filter out people who don't feel right. 

It takes longer to build trust online because we can only judge others by their words and message.

We can speed up the trust-building by using our voice (audio) and showing ourselves on video.

If you're looking to build trust, for a marketing campaign or to grow a community, consider using video.