If you think that brand videos are all about flashy edits and slow-mo coffee pours, think again. Storytelling is evolving – and fast. As we cruise through 2025, audiences are craving content that feels real, relevant and just the right amount of clever. So, what’s next in the world of brand storytelling? Here are the trends we’ve got our eyes on.
Short and sweet (but make it memorable)
Let’s face it, attention spans these days are shorter than ever. If your video doesn’t hook someone in the first few seconds, they’re already scrolling away. That’s why short-form videos (think TikTok, Reels, Shorts) continue to punch above their weight.
But here’s the twist: short doesn’t have to mean shallow. The most effective brands are saying more with less – telling tight, emotionally resonant stories in 30 seconds or less.
Start strong, make it visual and get to the point. Don’t wait until the end to say something interesting.
Long form is making a comeback (kind of)
While short videos rule the social feeds, long-form content isn’t dead, it’s just getting smarter. Think documentary-style brand stories, founder origin tales or “behind the scenes” mini-series that offer depth and context.
People still want substance; they just want it when they’re ready to engage. That’s why long-form is working best on platforms like YouTube, your own website or as part of a nurturing email campaign.
Think of it this way – short-form grabs attention, long-form builds loyalty.
AI is joining the party
Artificial intelligence isn’t just for writing emails or making robot music videos (although that’s a thing now). Brands are starting to use AI tools for everything from voiceovers and video personalisation to entire script generation.
Does that mean the robots are taking over creative? Not quite. The smartest brands are using AI to enhance storytelling – not to replace it. Think of it as your clever assistant, not your creative director.
Keep it human. People still connect with people, not perfect algorithms.
Interactive = engaging
Imagine watching a video and being able to choose what happens next or to click on a product and buy it straight from the screen. Welcome to the world of interactive video.
From clickable CTAs to choose-your-own-adventure stories, brands are turning viewers into participants. It’s immersive, fun and super effective for engagement and conversion.
Bonus points if you can make it feel seamless rather than gimmicky.
Real beats perfect
Audiences are tired of overly polished, generic content. What they want? Personality. Imperfection. Authenticity (yes, that word gets overused, but it still matters).
That’s why lo-fi, behind-the-scenes content is thriving. Think wobbly handheld shots, unscripted moments, and real faces and voices. These aren’t “unprofessional”, they’re relatable.
Brands that show their human side are onto a winner.
Purpose-driven stories take centre stage
People care about what a brand stands for. Whether it’s sustainability, inclusivity, mental health or community impact – your values matter. And storytelling is the most powerful way to communicate them.
Gone are the days when it was enough to just “do good quietly”. If your brand is committed to a cause, shout about it. Just make sure it’s authentic and backed by action, not just words.
Pro tip: Purpose-led content doesn’t have to be serious or heavy. You can still be inspiring and fun.
So, what’s the big picture?
Brand storytelling is all about balance. Be quick but meaningful. Be polished but real. Use technology but don’t lose the human touch.
Whether you’re crafting a 15-second reel or a five-minute founder story, the goal is the same: connect with your audience in a way that feels genuine, fresh and unforgettable.
Trend watch: the next chapter in brand video
If you think that brand videos are all about flashy edits and slow-mo coffee pours, think again. Storytelling is evolving – and fast. As we cruise through 2025, audiences are craving content that feels real, relevant and just the right amount of clever. So, what’s next in the world of brand storytelling? Here are the trends we’ve got our eyes on.
Short and sweet (but make it memorable)
Let’s face it, attention spans these days are shorter than ever. If your video doesn’t hook someone in the first few seconds, they’re already scrolling away. That’s why short-form videos (think TikTok, Reels, Shorts) continue to punch above their weight.
But here’s the twist: short doesn’t have to mean shallow. The most effective brands are saying more with less – telling tight, emotionally resonant stories in 30 seconds or less.
Start strong, make it visual and get to the point. Don’t wait until the end to say something interesting.
Long form is making a comeback (kind of)
While short videos rule the social feeds, long-form content isn’t dead, it’s just getting smarter. Think documentary-style brand stories, founder origin tales or “behind the scenes” mini-series that offer depth and context.
People still want substance; they just want it when they’re ready to engage. That’s why long-form is working best on platforms like YouTube, your own website or as part of a nurturing email campaign.
Think of it this way – short-form grabs attention, long-form builds loyalty.
AI is joining the party
Artificial intelligence isn’t just for writing emails or making robot music videos (although that’s a thing now). Brands are starting to use AI tools for everything from voiceovers and video personalisation to entire script generation.
Does that mean the robots are taking over creative? Not quite. The smartest brands are using AI to enhance storytelling – not to replace it. Think of it as your clever assistant, not your creative director.
Keep it human. People still connect with people, not perfect algorithms.
Interactive = engaging
Imagine watching a video and being able to choose what happens next or to click on a product and buy it straight from the screen. Welcome to the world of interactive video.
From clickable CTAs to choose-your-own-adventure stories, brands are turning viewers into participants. It’s immersive, fun and super effective for engagement and conversion.
Bonus points if you can make it feel seamless rather than gimmicky.
Real beats perfect
Audiences are tired of overly polished, generic content. What they want? Personality. Imperfection. Authenticity (yes, that word gets overused, but it still matters).
That’s why lo-fi, behind-the-scenes content is thriving. Think wobbly handheld shots, unscripted moments, and real faces and voices. These aren’t “unprofessional”, they’re relatable.
Brands that show their human side are onto a winner.
Purpose-driven stories take centre stage
People care about what a brand stands for. Whether it’s sustainability, inclusivity, mental health or community impact – your values matter. And storytelling is the most powerful way to communicate them.
Gone are the days when it was enough to just “do good quietly”. If your brand is committed to a cause, shout about it. Just make sure it’s authentic and backed by action, not just words.
Pro tip: Purpose-led content doesn’t have to be serious or heavy. You can still be inspiring and fun.
So, what’s the big picture?
Brand storytelling is all about balance. Be quick but meaningful. Be polished but real. Use technology but don’t lose the human touch.
Whether you’re crafting a 15-second reel or a five-minute founder story, the goal is the same: connect with your audience in a way that feels genuine, fresh and unforgettable.
Need help figuring out how to tell your story in this ever-changing landscape? We’d love to chat.