Once Upon a Brand

In today’s crowded marketplace, simply having a slick logo or catchy tagline won’t cut it—you’ve got to charm your audience into loving your brand. How? With video storytelling, your not-so-secret secret weapon. We’ve been telling stories since the dawn of humankind, so it makes sense that we connect with well-told stories in video far better than we do traditional advertising. Even the World Economic Forum agrees: great stories slice through marketing clutter faster than a cat meme goes viral, building genuine, emotional bonds between brands and their fans.

Savvy companies have caught onto this, turning their brands into binge-worthy documentary stars. This branded video content or “documentary” ditches the sales pitch, diving deeper into authentic narratives and bringing transparency, insight, and emotion front and centre.

Today’s audiences crave real stories – and everyone loves a good documentary. They want stuff that’s authentic, inspiring, and, yes, entertaining – even if they don’t know that it is, essentially, branded video content. People don’t share product features, they share stories that move them. Done right, branded video content transforms casual viewers into loyal, passionate advocates (and possibly armchair environmentalists or tech enthusiasts).

When it comes to branded content with heart, Patagonia doesn’t just set the bar, they hike it up the mountain. Known for their commitment to environmental and social responsibility, the outdoor brand has mastered the art of storytelling without the hard sell.

Lessons from Jeju is a stunning mini-doc following free-diver Kimi Werner as she journeys to South Korea to meet the legendary haenyo—elderly women who dive for seafood without oxygen tanks. Werner, pregnant at the time, reflects on motherhood, identity, and her deep relationship with the ocean. It’s moving, cinematic, and speaks volumes about Patagonia’s values, and all without ever pushing a product.

By telling real, human stories that align with their mission, Patagonia is doing more than marketing. They’re inspiring, educating, and building a brand that people genuinely want to belong to.

If you’re still thinking branded content is just a flashy ad with a logo slapped on the end, Formula 1: Drive to Survive would like a word. Now in its seventh season, Netflix’s hit docuseries has done more for the sport than any billboard ever could. A 2022 Statista survey found that 30% of F1 fans cited the show as a key reason they got into the sport. It’s the gold standard for brand storytelling: turning drivers into global celebrities, reigniting fan passion, and turning high-speed racing into must-binge drama.

It’s the perfect example of how brands can stop selling at people and start entertaining them instead. When the content is this good, the brand is the story. Branded content isn’t just a marketing trend—it’s pole position for relevance, reach, and real audience connection.

If you really want to build loyal customers, the key is to embrace storytelling, and create content your audience will genuinely love – and actually talk about.

Get Shorty

Did you know a whopping 73% of consumers love short-form videos to discover new products or services? This is just one of the stats from Yagura’s recent article which has curated a heap of really useful video stats.

Platforms like TikTok and Instagram Reels are not just great if you want to “trend” or go viral – they’re essential if you want your brand or product to be seen. If you’ve been on the fence about creating more short-form video, now’s the perfect time to jump in and captivate your audience.

Here are some of our Top Tips for Epic Short-Form Videos:

• Grab Attention Fast: Hook viewers instantly with clear, punchy messaging right in the first few seconds.
• Tailor for the Platform: Create videos specifically designed for TikTok, Instagram Reels, or YouTube Shorts, ensuring your content feels native and genuine.
• Keep it Real: Audiences crave authenticity—ditch overly polished scripts for genuine, relatable moments.
• Consistency Wins: Post regularly and keep your brand fresh in your audience’s minds. The more they see you, the more they’ll connect.
• Boost Engagement: Spice things up with polls, Q&As or questions and respond to comments. The more you involve and respond to your audience, the more memorable, shareable and engaging it will be.

Everywhere, All at Once

If you feel like your brilliant content is lost in the digital wilderness, you’re not alone; today’s consumers juggle multiple platforms daily, demanding seamless, personalised experiences everywhere they click.

Chelsea Alves from Search Engine Journal reveals that creating outstanding content alone won’t break through the noise; mastering multi-channel distribution is essential. She shares some sharp insights, like how 76% of consumers get frustrated when personalisation’s missing, and why consistency across every touchpoint (yes, even your slightly neglected podcast) matters more than ever.

One of the biggest takeaways? It’s not about doing everything – it’s about doing the right things really well. Know your audience. Repurpose smart. Use AI where it counts. And most of all, meet your audience where they’re looking.

With consumer behaviours rapidly evolving, what this means is that leveraging technology, repurposing content effectively, and embracing hyper-personalisation are key to staying visible and relevant. This article shares some good insights that’ll help you craft a winning multi-channel content strategy into 2025 and beyond.

Pedro For President

Ever wondered what happens when Pedro Pascal hits play on his AirPods? Magic, dancing, and plenty of colour according to Apple’s latest ad for their AirPods 4. Directed by the legendary Spike Jonze, everyone’s favourite heartthrob trades the blues of heartbreak for the groove of Active Noise Cancellation.

In the fun video ad, Pascal transitions from cold, lonely streets to sunny, music-filled dreamscapes, brilliantly choreographed by Tanisha Scott (who has crafted iconic moves for Rihanna, Drake, and Beyoncé). It’s whimsical, catchy, and honestly, if Pedro Pascal hasn’t already stolen your heart, he’s definitely dancing his way into it now.

The Human-Centred Piece

If there’s one rule that holds steady in the social media video marketing game, it’s that everything is always shifting. So how do you keep up?

From new platforms and tools to shifting audience expectations, the key to success in social media video marketing is staying agile, creative, and relentlessly human, and this article shares some great social media video trends for 2025.

This year, it’s all about authenticity, audience-first strategies, and yes, AI (still). User-and employee-generated content is on the rise, adding credibility and relatability to brand narratives. Calculated creative risks are paying off, especially on social platforms like TikTok where casual, cheeky chats win attention. And in the B2B space? Influencer-led video is booming, with brands like Canva and Microsoft leading the way.

But don’t let the tech fool you: emotion still rules. Real stories, human voices, and genuine connection continue to drive engagement and conversion. Whether you’re tailoring content for TikTok or LinkedIn, testing CTV campaigns, or building digital communities through relatable Reels, video remains one of the most powerful, flexible tools in a marketer’s kit.

So if you’re planning to level up your content strategy this year, remember: create for people, not platforms. The trends may shift – but human connection is forever.

Algo Alert

Last but not least, Google’s March 2025 core update is officially live – the first of the year and sure to stir up some SERP drama. It started rolling out March 13 and usually takes about two weeks to fully unpack, and is about surfacing more relevant, helpful content from a broader range of creators.

If you’ve been focusing on people-first content, you’re probably in good shape. But if your rankings suddenly nose-dive, don’t panic – recovery is inevitable, just make sure you revisit their helpful content guidelines if it seems to take a little while (it’s always a good idea to check these regularly anyway).

This update follows a string of hefty algorithm changes in 2024, including what Google called their largest update ever last March. So yes, volatility is expected. For now, the best advice remains the same: stay calm, create genuinely useful content, and don’t chase the algorithm—chase your audience.

Keep an eye on performance, and maybe hold off on any major SEO overhauls until the dust settles.

Keen To Dive In?

If you love what we’ve shared above and want to be kept in the loop with our weekly email, The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful, and you can unsubscribe at any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, Google or social ads, print materials, blog posts – or the whole lot – we’d love to chat. Drop us a line here.