When building trust with customers, authenticity is key, and video offers a powerful medium to convey emotions and personality. Video can be used in various ways to establish trust, such as being oneself, skipping scripted lines, making human connections, letting customers speak for you, hiring an editor who can tell a story, and using recorded videos to replace virtual meetings or text-based communication. By leveraging video effectively, small business owners can convey their passion and values, make a personal connection with their audience, and build trust with their customers.