The Future of Video Marketing is Authenticity

The Future of Video Marketing: Why Brands Must Embrace Documentary-Style Content

The evolving media landscape demands more than traditional ads—brands must tell authentic, purpose-driven stories that resonate deeply with audiences. Here’s why documentary-style content is reshaping the future of engagement.

** A Rising Tide is a documentary series that shares how Ocean First Institute’s “Tides” program helps teens. **

Adapting to Change

The most successful marketing teams have always been those that anticipate and adapt to cultural and technological shifts. From the boom in TV ownership in the 1950s and 60s to the rise of social media and influencer culture, each shift has created new opportunities for brands to engage their audiences in meaningful ways. The latest transformation? The rise of documentary-style content as a powerful tool for storytelling and brand-building.

This shift challenges brands to rethink how they connect with consumers. It’s a step away from the fleeting nature of traditional advertisements and a step toward creating meaningful, long-lasting impressions. While adapting to such changes can feel daunting, the potential rewards are immense.

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A New Era of Content

Your audience today expects more than just a pitch—they demand authenticity and purpose. Enter “Branded Documentary Content:” short documentaries and mini-series ranging from five to 45 minutes that dive deep into stories reflecting a brand’s values and mission. Companies like Patagonia, KT Tape, and Ocean First Institute have already set the bar, creating high-quality, emotionally resonant content that remains relevant for years.

Take, for instance, the success of Netflix’s “Drive to Survive.” This series didn’t just entertain; it reignited global interest in Formula 1, boosting ESPN’s viewership from an average of 554,000 in 2018 to 927,000 in 2021. Such results highlight the profound impact storytelling can have when it’s authentic, engaging, and mission-driven.

This trend also reflects a broader cultural shift. Younger generations care about more than just products—they want to know the “why” behind a brand. Documentary content offers brands an opportunity to pull back the curtain and show what they stand for, fostering a deeper emotional connection with their audience.

Telling Stories That Matter

Documentary content isn’t just about brand awareness; it’s about leading meaningful conversations. By aligning with social movements or cultural moments, brands can make an impact far beyond the marketplace. Adidas and Vice’s 20-minute docuseries “Running While Black” is a prime example. It doesn’t just highlight resilience but also addresses systemic issues—a powerful narrative rooted in authenticity and relevance.

This type of storytelling helps brands stand for something bigger, allowing them to join and amplify important conversations. Audiences value brands that lead with action, and documentary-style content provides a platform to do just that.

Strategizing for Success

For brands to succeed in this space, a clear strategy is essential. Here’s what they need to consider:

Define the Opportunity: What story does your brand want to tell? How does it align with your audience’s values and interests?
Choose the Right Platforms: Whether it’s your website, YouTube, or even streaming platforms like Netflix, the key is to meet your audience where they already consume content.
Focus on Impact: Beyond showcasing your brand, inspire action. Give viewers a reason to engage with your message and take part in your mission.

Brands that overlook this approach often cite costs as a barrier. However, advancements in production technology have significantly lowered the financial threshold. High-quality content is more accessible than ever, making it a realistic and necessary investment for those looking to stay ahead.

Actionable Content, Real Engagement

At New Focus Films, we see documentary-style content as more than a trend; it’s the future of brand storytelling. The key isn’t just to produce beautiful visuals but to create an “ecological” system of content that fosters engagement and builds trust. Audiences today don’t just want to consume stories—they want to act on them. This is where brands can truly stand out: by inspiring real-world impact.

The brands that succeed tomorrow will be those that embrace this evolution today. Documentary-style content isn’t just a creative opportunity; it’s a chance to redefine how you connect with your audience, build trust, and stay relevant in a changing world.

~Matt Abraxas
Creative Director
New Focus Films