Want to stand out in a crowded field and find an authentic brand voice? Try using POV content marketing to connect with your customers.
In a world of AI-generated content and mass-produced, impersonal marketing, brands that can tell authentic human stories have a huge opportunity. That’s why we expect POV content marketing to be a massive trend in digital marketing in 2025.
But what is POV content marketing, and how can you use it? Join us as we answer those questions while exploring formats and best practices that you can use to launch authentic marketing campaigns.
What is POV content marketing?
Point-of-view (POV) content marketing focuses on personal perspectives and experiences. Unlike traditional content that focuses on the product, POV content puts people at the center by sharing real stories, insights, and expertise that focus on the impact of those products.
This approach has gained momentum as audiences seek genuine human voices amid the rise of AI-generated content. POV content can include:
- Behind-the-scenes glimpses into company culture
- Employee stories and expert insights
- Customer experiences and case studies
- Personal social media narratives
- Video content featuring real people and processes
What sets POV content apart is its authenticity and unique perspective. While AI excels at generating standard marketing copy, it cannot scale human experience. Authenticity builds trust. Studies consistently show that content featuring real perspectives resonates most strongly with audiences.
The key is to provide context and transparency. Effective POV content connects insights to real people with clear credentials and backgrounds. This helps audiences understand the expertise behind each perspective, making your content more credible and engaging than anonymous or generic marketing materials.
How to get started with POV content marketing
POV content comes in many forms, each serving different purposes in your marketing strategy. The key to success is starting with what you already have: the unique perspectives within your organization.
You don’t have to partner with an influencer to do effective POV content marketing! In fact, some of the most compelling POV content comes from within your own organization.
Here’s an actionable plan you can follow to launch your first POV content marketing effort:
- Identify the untold story. POV content marketing can fill a gap. Your current marketing mix may miss the true stories inside the company. Look for the “untold story” that only human experience can communicate.
- Find your experts. Look for team members who naturally share insights about their work or are passionate about their role. These people can make the best POV content creators thanks to their enthusiasm and authenticity.
- Choose your channels. Select platforms where your audience is already engaged. LinkedIn might work best for professional insights, while Instagram could be perfect for behind-the-scenes content and cultural stories.
- Start small and iterate. Begin with a single piece of content—perhaps a team member sharing their expertise or a glimpse into your creative process. Use the response to guide your next steps.
- Measure, monitor, modify. Track engagement metrics, but pay special attention to the quality of the interactions. Comments and shares often indicate that your content resonates more than simple likes or views.
Remember that authenticity matters more than polish. Mobile-first platforms like Reels and TikTok have taught us audiences want realism over cinema-grade edits. Focus on sharing genuine experiences and insights that provide value to your audience.
4 key tactics for effective POV content marketing
Time to transform these strategies into action. Successful brands use four POV content formats to share their authentic stories and connect with audiences meaningfully.
1. Showcase personal stories and experiences
The most direct form of POV content comes from individuals sharing their journeys, challenges, and successes. This might be an employee describing their career path, a founder explaining why they started their company, or a customer sharing their experience.
As content marketing strategist Pat Brothwell notes, “POV content is content with a one-of-kind, unreplicable point of view.” It’s particularly powerful when you can “include a name, title, place of work, background, and ideally, ways to contact or learn more about the person whose POV you’re sharing.” This context helps build trust and gives your POV content legitimacy.
Start by identifying compelling stories within your organization. Look for unique perspectives that align with your brand values and resonate with your audience. The key is finding individuals who can speak authentically about their experiences while providing valuable insights for your audience.
2. Reveal behind-the-scenes content
Everyone loves seeing how the proverbial sausage is made. Taking audiences behind the curtain builds trust and humanizes your brand.
That’s why showing your real experiences matters. Share genuine moments that demonstrate your company’s personality through:
- Team meetings and collaboration
- Product development processes
- Office culture and daily operations
- Creative workflows
Start small. Even simple smartphone videos or photo series can effectively showcase your company’s human side! The goal isn’t perfect production value but authentic glimpses into the real people and processes that make your brand unique.
3. Expert insights
Your team’s expertise is a valuable asset for POV content. Laura Marzec explains, “Being authentic is showing our audiences that there are real people behind the brand: fellow humans with feelings, thoughts, opinions—and, most critically to content teams, expertise.”
Consider content from:
- Technical specialists explaining complex topics with fresh perspectives
- Leadership sharing industry predictions and challenging conventional wisdom
- Project managers reveal their methodology through real project examples
- Designers walking through their creative process with specific case studies
Begin by creating opportunities for your experts to share their knowledge through blog posts, social media, or video content. The key is encouraging them to share their knowledge, why it matters, and how they developed their unique perspective.
4. User-generated content (UGC)
So far, we’ve discussed formats that involve using your team’s insights as marketing. However, the POV format is even more potent if you can open the stage to your passionate customer base.
Customer-created content follows the classic technique of “social proof.” It instantly connects your potential customer to another person who loves the product.
User-generated content formats might include:
- Product reviews and testimonials
- Social media mentions
- Customer success stories
- Community discussions
Begin by engaging with existing customer content and creating spaces for customers to share their experiences. Ask for those reviews or passionate testimonials from your true fans. You can even incentivize this type of content with rewards and incentives for reviews.
Create your first POV marketing content today
As AI-generated content becomes increasingly prevalent, use POV marketing to build authenticity and create lasting connections with your audience. By sharing genuine perspectives from real people, you can create content that resonates on a human level.
Don’t stop learning here. Check out our other features to help you take your efforts to the next level. If you want to connect on mobile-first video platforms, learn more about the evolution of these formats. And make sure you’re staying up-to-date with the latest trends on TikTok and Instagram Reels.
If you need design resources to power up your POV content marketing, check out Envato. You can download graphics, illustrations, stock footage, and more. The unlimited library gives you limitless choices.
