Today’s younger audiences are savvy. They’ve grown up with an abundance of digital content and can easily spot inauthentic messaging, especially in the age of AI.
For small businesses, this growing demand for real, relatable content presents a unique opportunity to connect with audiences on a deeper, more human level through the power of authentic, story-driven video.
AI tools offer incredible efficiencies, and can be highly valuable in the marketing workflow, but it’s the human-led creativity that elevates marketing strategies and builds lasting trust.
Taking an approach in which you centre authenticity, transparency and brand values in your marketing communications will help you stand out from the crowd and build lasting customer relationships.
Transparency and genuine connection
Gen Z and millennial audiences today crave transparency and genuine connection from the brands they engage with. Research by iStock’s VisualGPS platform reveals that 71% of Gen Z and Millennials globally enjoy short-form social videos, and a significant 41% are inspired by long-form content. Crucially, in today’s world where the use of generative AI is increasing, almost all (98%) viewers value authenticity in the visuals they consume.
This preference drives their gravitation towards formats like “Get Ready With Me” (GRWM) and behind-the-scenes (BTS) videos, which offer an honest glimpse into daily routines, creative processes, and the inner workings of a business.
For small businesses, this can be a key advantage in their marketing campaigns. Such businesses don’t need a Hollywood budget or big production crew, just a compelling story and willingness to showcase the human aspect of their operations.
From carefully packing orders in a shop to prepping fresh ingredients in a café or brainstorming ideas, videos that capture the human side of the business will help build trust and boost engagement. These approachable video formats can be a game-changer, fostering genuine connections that traditional marketing often misses.
Showcasing your business personality
In a world saturated with content, a strong brand personality helps small businesses stand out. VisualGPS insights indicate that entertainment and personal connection are key drivers for younger audiences, with nearly half of Millennials (45%) and Gen Z (50%) using video-first platforms for entertainment.
This creates a significant opportunity for small businesses to infuse their unique personality into their video content. Whether the brand is light-hearted and fun or sleek and premium, video allows businesses to show not just what they do, but who they are.
Consider a local bakery showcasing a staff taste test of a new pastry, or a bespoke clothing brand using visually rich, slow-motion videos to highlight the intricate craftsmanship of their garments. These examples demonstrate how video can be used to tell unique business stories, revealing what drives them – be it solving a customer problem, delivering quality or building a community. This authentic self-expression builds credibility and stronger customer relationships.
Crafting story-driven video in different sectors
Different industries can leverage authentic video storytelling with nuanced approaches to maximise impact.
In retail and e-commerce for example, VisualGPS research shows 72% of global consumers prefer video for product demonstrations, with formats like unboxings, tutorials, and customer testimonials being invaluable.
These videos help consumers visualise products in real life, significantly boosting trust and conversion. Businesses should showcase the hands-on experience of their products, or let happy customers share their genuine reviews.
In travel and hospitality, which is inherently about experience and emotion, destination visuals can always be inspiring, though Getty Images’ VisualGPS research highlights that 92% of travellers globally are more influenced by visuals showing the journey, rather than the destination, when choosing a travel brand.
This presents a huge opportunity for video. Instead of just showcasing the destination, brands should look to use video to immerse consumers in the travel experience.
And in industries like health and wellness, consumers seek relatable and achievable well-being. VisualGPS research shows that 81% prefer to see real individuals actively improving their well-being over overly aspirational imagery. Videos showcasing personal routines, honest stories of progress, and achievable goals will resonate more deeply, fostering a sense of shared experience and trust.
Social-first storytelling and cost-effective formats
To effectively connect with Gen Z and Millennial audiences, social-first storytelling is key, with content created specifically for platforms like TikTok, Instagram Reels, and YouTube.
Making these video formats cost-effective is essential for small businesses with limited marketing budgets. Smartphones, coupled with a compelling story, can be their most powerful tool. Incorporating user-generated content (UGC), behind-the-scenes footage, and even high-quality stock images and footage can significantly save time with content creation and elevate video marketing without breaking the bank.
The key is to make the content feel real, useful and inherently human. AI can then be brought in to help with the editing, modifying and customising an existing image or video, automatically analysing raw footage, identifying scene changes, transitions and key moments, allowing brands to make their videos as concise and engaging as possible, especially for social media.
Blending AI with human-led creativity
While AI will undoubtedly continue to evolve and offer powerful tools for content creation, the key to successful marketing for small businesses lies in blending the power of AI with human-led creativity.
AI is best leveraged when assisting with editing, helping optimise distribution and even generating initial concepts, all of which can help small businesses significantly with their marketing strategies. Combine these capabilities with authentic, story-driven video content and small businesses can cut through the noise of generic, AI-generated marketing. This approach not only increases visibility but, more importantly, builds credibility.
