Matt Downer, production manager at Videofrog, explores how authentic video storytelling can foster deeper brand connection in an age of fleeting attention spans and AI-generated content.

Online video has been commoditised in recent years, diluted down to the bare essentials to hold viewers’ attention just long enough that they don’t swipe away. The recommended length for a video posted to social media has dropped from 2+ minutes, to just 20-30 seconds. In a world of clickbait and short AI generated clips, authenticity is a welcome change of scene.

Storytelling is one of, if not the oldest form of communication that exists. For as long as humans have walked the Earth there have been stories to tell, feelings to share, lessons to be learnt and advice to be shared. Whether scribbled on a cave wall or written on parchment, as humans we’ve always wanted to share our stories.

In the modern world, video allows an emotional connection with audiences like no other. The impact of hearing and seeing a person sharing a captivating story makes you stop and pay attention. Storytelling isn’t just nice to watch though. Jennifer Aaker, Professor of Marketing at the Stanford Graduate School of Business, found that when information is weaved into a narrative, people remember up to 22 times more, compared to facts alone. 

For businesses, brand storytelling can create deeper connection with audiences by using customer case studies, brand origin stories, sustainability updates and product journeys. Customers are brand savvy and want to know how your products are made / sourced, what you stand for and what that means for them. It’s not enough to hide behind the values page on your website, you need to create trust with your audience and show them how you do it.

The secret to conveying really great brand stories?  Make sure it’s authentic. Capturing genuine customer stories or highlighting how a product is crafted shows how you care and creates a sense of community around a brand. In turn, this makes you relatable, believable and ultimately, trustworthy.

If you’re having trouble thinking about the stories your brand could tell, stop thinking about what you sell and instead, consider how you make people feel. Imagine a dental practice struggling to communicate the services it offers. Hearing about fillings or aligners might make people wince in discomfort! Instead, imagine real customers talking about how their smile makes them feel, how much more confident or outgoing they now are. That’s a message that will resonate with an audience on an emotional level, not just a surface level.

Alongside a captivating story needs to sit a robust and consistent brand identity. If the message shared by your story doesn’t align with how your brand is portrayed, you run the risk of appearing less credible and losing trust. Think of high-profile greenwashing cases, where companies made bold sustainability claims accompanied by images of wind turbines and forests, all whilst producing planet harming products. There are huge gains to be made through brand storytelling but without authenticity, there are equally huge losses of trust and reputation to be had too. Consider your stories carefully, how will they resonate with audiences? Will they care? 

Brands that portray storytelling well such as Airbnb, Patagonia and Dove have instantly recognisable brand values and these are often marketed more than a specific product or service. Dove in particular have run numerous campaigns highlighting self-esteem, natural beauty and body confidence. The result is a dedicated community of customers who share Dove’s values and reflect that in their purchasing habits.

Finally, with the huge rise in AI generated content flooding digital spaces, authenticity has become a brand differentiator once again. Consumers are becoming adept at spotting generic, automated messaging, making genuine, human-centric narratives more valuable than ever. In a landscape saturated with polished but impersonal content, authentic video storytelling cuts through the noise, building trust and lasting loyalty with viewers.