In today’s fast-paced digital world, video content reigns supreme, especially for small and medium-sized businesses (SMBs) looking to connect with Gen Z and Millennial consumers. According to iStock’s VisualGPS platform, these younger audiences are not just consuming video—they’re actively seeking content that feels real, relatable, and emotionally engaging.

With 71% of Gen Z and Millennials saying they enjoy watching short-form videos on social media, and 41% finding long-form videos inspiring, it’s clear that video is more than just a trend - it’s an essential tool for modern marketing.

In this article, we’ll explore how SMBs can effectively use authentic video content to build trust, boost engagement, and showcase their business personality, all while reaching the next generation of consumers.

Why Authenticity Matters to Gen Z & Millennials

The Power of Relatable, Human-Centered Content

• Authenticity is a critical factor for Gen Z and Millennials when choosing content. A staggering 98% of viewers say they value authenticity in the visuals they consume.

• Younger consumers favor formats like “Get Ready With Me” (GRWM) and behind-the-scenes (BTS) videos. These formats allow brands to offer an honest, unpolished look into daily routines, business operations, and creative processes.

“For SMBs, these approachable video formats can be a game-changer,” says Jacqueline Bourke, Senior Director of Creative at iStock. “You don’t need a big production crew—just a compelling story and the willingness to show what goes on behind the scenes.”

Video as a Tool for Personal Connection

• As 45% of Millennials and 50% of Gen Z use video-first platforms primarily for entertainment, the opportunity for businesses to show their personality is massive. Whether your brand persona is light-hearted or premium, video lets you connect with audiences in an authentic way.

• For example, a local bakery might capture a fun staff taste test, while a bespoke clothing brand could show its craftsmanship with slow-motion shots of garments being created.

“Your business story is your superpower,” says Bourke. “Use video to show what drives you—whether it's solving a customer problem, delivering quality, or building a community.”

Industry-Specific Video Strategies for SMBs

While video is a powerful tool across industries, iStock’s data reveals that different sectors should approach video with a tailored storytelling strategy. Here are some industry-specific video tips:

Travel & Hospitality

• With 91% of people globally saying travel helps them break from routine, immersive destination videos can engage audiences and drive interest. Showing real experiences helps potential customers envision themselves in those locations.

Health & Wellness

• 81% of people prefer seeing real individuals improve their well-being over aspirational content. Videos that show personal routines, honest success stories, and achievable health goals resonate far more than perfect, polished imagery.

Retail & E-commerce

• In retail, 72% of consumers prefer video for product demonstrations. Formats like unboxings, tutorials, and customer testimonials help bring products to life, building trust and boosting conversion rates.

The Impact of Authentic Video Content on SMB Growth

Scaling Your Message with Real, Human Stories

• SMBs no longer need a blockbuster budget to create effective video content. With a combination of customer-generated content, smartphone videos, and high-quality stock footage, businesses can create impactful videos that resonate with their audience.

• What truly matters is storytelling that feels real, useful, and human—whether it’s short-form content for social media or long-form educational videos.

“Video doesn’t just increase visibility—it builds credibility,” concludes Bourke. “And that credibility can lead to stronger customer relationships, higher engagement, and real business growth.”

For SMBs looking to connect with Gen Z and Millennial audiences, authentic video content is the key. Whether you’re showcasing the human side of your business, telling your brand story, or offering useful product demonstrations, video offers a unique way to build trust and engagement without needing a large production budget. Embrace the power of video storytelling and watch your business thrive in an increasingly video-first world.