Authentic Video Storytelling for Brand Trust

1. How do you see organizations leveraging video formats (e.g., behind-the-scenes) to build trust with Gen Z and Millennial audiences?  

Video has evolved beyond a digital marketing tool to become a powerful force for human connection, especially among Gen Z and Millennial audiences. Social video is less about persuasion, as one might see with traditional advertising, and is more about entertaining and informing users: as iStock’s global research platform, VisualGPS, found, about half of Millennials (45%) and Gen Z (50%) say they use video‑first platforms for entertainment. Additionally, the VisualGPS research shows that 31% of people globally seek out videos on social media for inspiration and to learn something new. With these insights in mind, brands and SMBs should focus on video content that adds value to people’s lives to build interest in their brand by teaching viewers something new or sharing a personal story.

A staggering 98% of people say they value authenticity in the visuals they consume, which is one reason that behind-the-scenes content is becoming such a popular (and powerful) format. At a time when audiences are deeply skeptical of content they encounter online, video content that humanizes a business and comes from a place of authenticity is more likely to foster trust. To do so, businesses are adopting popular social video formats that mirror the content users are already looking for.

For example, a local bakery might work with one of their employees to create a “day in my life” video – a common lifestyle video format – to showcase the bakery from a behind-the-scenes perspective while giving audiences a personality to connect with. Meanwhile, a beauty brand might debut a new line of products with a “get ready with me” (GRWM) video–a format that is as much a vehicle for powerful personal storytelling as it is for showing the look and feel of a product. Our research shows that video-led personal journeys inspire empathy and engagement, and these first-person, narrative-focused formats are deeply compelling while fairly simple to produce 

All this to say, many small businesses don’t have the time or resources to produce 100% of their own content. They may also want to include visuals they can’t capture locally, or represent more diverse identities in their videos. To solve this, small businesses are utilizing stock footage to augment their video content. The right pre-shot imagery and footage can evoke a certain mood, heighten the impact of their message, and allow more audience groups to see themselves reflected in a brand’s content.

Overall, a combination of stock footage, smartphone video, and user-generated content will help brands and businesses to strike that coveted balance between authenticity and polish. 

2. Which platforms are brands prioritizing in their video distribution strategy (e.g. Instagram, YouTube), and how do they adapt content formats to meet each platform's expectations? 

Brands are going where their audiences are going. Which social platforms they target will vary depending on which audiences that brands want to engage, where their brand social accounts already have a strong presence, and where they hope to grow. From there, brands are creating video content in line with the expectations of users on a certain platform. For example, TikTok content might play to a trending format or make use of a viral audio file to increase discoverability, while YouTube videos could be tailored for more intentional, appointment-style viewing.

A major trend of note is long-form content, which is gaining widespread popularity across platforms. It’s a shift that defies the reality of our shrinking attention spans and speaks to consumers’ appetite for valuable, authentic content. This is not to say that every brand should be churning out hours of video entertainment. Rather, the growth of long-form video gives brands more time and freedom to tell their stories.

3. How effectively does video content reflect a brand’s personality—whether fun, premium, or purpose-driven?

If every piece of content is an opportunity to create a personal connection with a potential customer, then it’s best to portray your brand honestly and authentically. In engaging today’s consumers, personality and credibility go hand-in-hand. Video content that effectively showcases a brand’s personality is content that focuses on who the brand is, not just what it sells or how it operates.

Brands should also account for industry-specific nuances when creating content that expresses their personality. For example, health and wellness brands might consider showing how their products and services improve the lives of everyday people, rather than leveraging paid influencers, as 81% of people prefer to see real individuals actively improving their well‑being over aspirational imagery. Even sleeker, more “premium” brands can humanize their content by showing the passion and care that goes into the work. It’s all about leaning into personality in a way that compels audiences, but also feels truthful.

4. Are SMBs using video to demonstrate products (e.g., unboxings, tutorials, testimonials) in ways that reduce buyer friction and increase conversions?

According to VisualGPS, 72% of consumers prefer video for product demonstrations, making them a crucial way for SMBs to help audiences understand their product and make informed purchasing decisions. Video allows for a 360-degree view that static online shopping doesn’t offer, as well as the injection of customer testimony or expert commentary from the seller. The more questions a business can answer about how their products look, feel, and function, the more likely they are to convert.

Fortunately for small businesses, these kinds of videos are not excessively expensive to produce, and audiences will value the authentic, realistic look at the product. These videos also offer another chance for SMBs to show off their personality, building further trust and amplifying the chance of conversion. 

5. How do you quantify the impact of video storytelling on long-term customer loyalty and brand trust?

Our ongoing VisualGPS research looks at consumer sentiment over time, and our latest video insights reveal that approachable content told through diverse, creative formats are what resonate most with consumers, building loyalty and trust.

As for quantifying the impact of an individual campaign, each brand has its own specific metrics that matter most, but video content has been expressly linked to higher conversion rates, social engagement rates and improved SEO. SMBs and brands can also use UTMs to see if videos are driving web traffic and monitor for an uptick in product reviews, location check-ins, and social mentions.

And it’s not just quantity that matters: when posting visuals on social media, comments and direct messages from audiences can be valuable sources of qualitative feedback to help SMBs determine whether their video campaigns are resonating.

6. How are you preparing your teams to scale video storytelling as part of a broader digital engagement strategy in a “video-first” environment?

Video content has been a core part of our offering at iStock, and we work with our content creators to produce compelling clips and footage that can be used for just about any project, whether it's for social media, paid ads, websites or digital banners. Creating and scaling original content, especially high-quality video content, can be cost-prohibitive for SMBs; stock footage enables businesses to create varied, personalized and more creative videos to engage a wider variety of audiences. With the variety of dynamic video options available to today’s businesses, it’s easy for them to find something that feels like a true fit for their brand and the story they’re trying to tell.

Scrolling and watching videos online is how so many people fill the downtime in their days, so brands and businesses want to enter these spaces without being invasive and overly advertorial. Video content that models what users are already seeking, while coming from a place of honesty and authenticity, is the ideal way in.

The secret to scaling storytelling is to mobilize your teams as storytellers. It’s important to look at the metrics and understand which content attracts which audiences, but the human element is what truly unlocks scalability without requiring a massive budget. Audiences have a keen sensibility for what’s real and what isn’t, and the best way to keep them engaged is through storytelling that feels honest.

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