How to Create Authentic Documentary-Style Content for Your Brand?

Real feelings, true stories, natural backdrop, and big escapades!

You’ll just get about 3 or 10 minutes to show them all. 

We aren’t talking about those long, stodgy videos that feel more like a lecture. Instead, such content types nowadays work to hook and entertain people. 

Documentaries can be a great way for a brand to show who you are, what you have, how you made it this far, and your values and missions.

You just need 4 things to get successful Documentary-Style Content–

Creativity + Emotions + Authenticity + All Real Stuff

This helps– 

• Create emotional connection
• Build trust
• Foster support
• Stimulate loyalty 
• Drive engagement, conversion, and sales

TL/DR: Authentic Documentary-Style Content for Your Brand 

Documentary-style content for brands is shorter than feature-length documentaries but longer than other advertising videos. Its timeframe ranges from 3 to 10 minutes. To create an authentic documentary-style video, include real people, real stories, natural settings, and emotional appeal. 

What Is Documentary-Style Content?

All real, no drama! 

Documentary-style content is a short-form brand video that tells a company’s story through interviews and real-life footage while focusing on its core values and mission.  

This can be an incredible brand awareness video!

It’s almost like a feature-length documentary but shorter than that and longer than other advertising videos. Usually, doc-style content may range around 3-10 minutes. The sweet spot is 5-6 minutes. 

Within this timeframe, a company tries to depict its journey, challenges, inspirations, and successes. 

The stories are full of true feelings and interesting adventures.

Such content isn’t like a traditional advertisement. Instead of just focusing on a product or service, doc-style videos aim to—

• Educate
• Inform, and
• Entertain the viewers

Branded Documentaries vs. Traditional Marketing Videos

Factors	Branded Documentaries	Traditional Marketing Videos
Creativity	Focuses on storytelling and emotional connection.	Uses eye-catching visuals and sales-driven phrases.
Objective	To raise brand awareness by showing the brand’s values and mission.	To promote products and services and drive sales.
Target Group	Broader Audience	Specific and/Broader Audience
Format	Longer than traditional documentaries and shorter than marketing.	Shorter
Production	Mostly unscripted	Highly scripted
Tone	Informative, inspirational, and emotional.	Persuasive, energetic, and urgent.
Distribution	YouTube and Social Media	YouTube, Social Media, and TV
Cost	Mostly high	Mostly low

What Can You Expect From Doc-Style Video?

Emotional Connection

Inspiration, empathy, struggle, or joy. 

Authentic documentary-style content can produce all these emotions through stories. So, when you share real-life stories in such videos, viewers don’t just watch! They feel. 

For instance– 

A video shows the challenges a company faced before making it big. The audience will feel the tension. 

This emotional investment helps them connect with your brand on a deeper level. It makes them support and trust you. 

Authenticity

Among the crowd of staged ads, authenticity always stands out. 

That’s what documentary-style videos offer. Your viewers are smart and can spot a fake miles away. 

But with the raw, unfiltered vibe, doc content makes your brand credible. It’s because you’re sharing genuine, behind-the-scenes moments and real-life testimonials.

All these help make your audience see the “true” you and appreciate you. 

Such transparency and clarity stimulate loyalty. So, when a potential customer feel that you’re honest, they’re more likely to pick you over competitors. 

Educational Value

Aha! 

The audiences have such moments through authentic Documentary-Style content. This means that documentaries educate people too. 

You aren’t just promoting the brand. You’re sharing knowledge and insights related to the company. 

This makes you an expert in the field. 

When viewers learn something valuable, they’d like to get back to you more and want to connect with the brand. 

So, what do they get? 

• Learning+emotion+authenticity= a winning combo.

And what do you get?

• More engagement, retention, and conversion. 

5 Steps to Create Documentary-Style Content

Step 1: Define Your Brand’s Story

First things first– 

Nail down your brand’s story. That’s the base of your brand documentary. 

Identify the objectives and message. Ask–

• What does your brand stand for?
• What stories align with your brand and message?
• What makes you unique?

Perhaps your values revolve around innovation, community, or sustainability. After that, think about the viewers. Know– 

• Who’s your target group? 
• What do they prefer?

Gather insights through surveys, social media interactions, and online communities. Learn about their pain points. 

Identify all these factors and write them down. 

Let’s say you’re a sustainable clothing brand like Patagonia. 

In that case, feature a story about how you and your products positively impact the environment. 

Step 2: Pre-Production Planning

Lay the groundwork for your brand documentary. 

Now that you’ve defined your brand story, time to plan out stuff. 

Create a rough outline based on the story. Organize the key points you want to highlight. 

Ask what will be the:

• Beginning
• Middle
• End

Do you want to tell people about how you found the company? Or show them the impact of your work? 

Drafting a storyline helps keep everything outlined. It can guide you toward other steps. 

In the meantime– look for the right spots. 

Pick locations that add depth and dimensions to your story. For instance–

Running a bakery? Then shoot in a busy kitchen.

Here are some ideas for locations. Go with the ones that align with your brand. 

• Historical spot
• Homes of your subject
• Workplace
• Local gathering
• Hilly or beach areas

Also, consider who you’ll interview. It can be your team or customers. Ensure you have real people, not actors. 

Step 3: Production Tips

High time to roll the cameras. 

You can DIY or hire a credible video production company like us. We make sure to produce and deliver the content that reaches the right people. 

However, production starts with a good video camera and incredible scenery. 

• Try to capture candid, unscripted moments. 
• Let your team/customer act and interact naturally.

In the case of interviews, ask open-ended questions.

Position the subject with a nice background. Pick natural settings that match the story or your brand. This can make a big impact. 

Use different camera angles to create visual interest and convey moods in storytelling. Some popular camera angles for documentary-style content are–

This includes–

• Wide Shot (WS) 
• Close-Up (CU)
• Medium Shot (MS) 
• Over-the-Shoulder Shot (OTS) 
• Point-of-View Shot (POV)
• Establishing Shot

Don’t forget to capture B-roll footage. Such supplemental shots can help illustrate your story visually.

Step 4: Post-Production

Give a nice shape to all the footage here. 

Inside the editing room, your goal would be to ensure a smooth flow. Edit videos in a way that depicts a cohesive narration. 

Choose the best footage. The ones that capture candid shots and a little bit of bloopers. 

Arrange the footage as per your storyline for the brand documentary.

Consider using transitions to connect the scenes. Keep them simple, not dramatic. The main focus should be the story. 

Cut the parts that don’t add any value or feel too extra. 

After everything is put together, add some nice music. This helps set the mood, evoke emotions, and enhance storytelling. 

Pick tracks that fit your theme. It can be subtle, uplifting, or adventure-like. 

Text overlays are essential too. They provide context, highlight key points, and introduce interviewees. Just remember one thing–

• Keep the text reasonable and avoid making it too cluttered. 

Step 5: Distribution and Promotion

By this time, the documentary-style content should be up and ready. 

Consider sharing your videos where your target group stays the most. Usually, documentary-style content does better in video-sharing and social media platforms. 

Identify the efficient places for distributions and then share accordingly. Try platforms like–

• YouTube
• Vimeo
• Facebook
• Instagram
• TikTok

If the documentary is long, try YouTube or Vimeo. In case it’s short, go with Facebook, Instagram, TikTok, or YouTube Shorts. 

Maximize reach and engagement through strategies like—

• Asking Questions
• Strong Call-To-Action

Tools and Techniques for Success

Filming

DSLR Cameras like Canon EOS C300. It’s one of the most professional-quality cameras that ensure optimal visuals.

Editing

Software like Adobe Premiere Pro, Final Cut Pro, or iMovie. These ensure smooth editing with lots of options and pro-level finishes. 

Lighting

Go with LED lighting like Rotolight NEO 3. A good lighting setup helps give your documentary a great visual experience. 

Natural Lighting 

It’s always the best. Better to film during golden hours. Early morning or late afternoon. You get a soft, warm lighting.

Framing

Use wide shots to capture surroundings and closeups to mid-level to highlight emotions/gestures. 

Sound

Get a clear Lavalier or shotgun microphone like the Sennheiser MKE 400. They ensure audio clarity and elimination of unwanted noise. 

Why Authenticity Matters in Branding?

What’s the first thing consumers want from a brand? Authenticity! 

They value transparent brands. Documentary-style content gives brands a good chance to present their–

• History
• Values
• People
• Vision

All these are portrayed in a way that feels raw. This helps build a personal connection that leads to efficient brand awareness, engagement, retention, and conversion. 

Most consumers prioritize transparency. Even a study by Stackla verifies this. It says–

• 88% of consumers find authenticity important when picking which brands to support (with 50% saying it’s “very important”).

In short, authenticity matters a lot in branding, because it– 

• Builds Trust

By showing the real story and testimonials behind the curtain. 

• Forms Emotional Connection

By depicting personal journeys, challenges, and successes.

• Encourages Loyalty and Retention

By strengthening emotional ties through true stories.

• Improves Engagement

By being relatable and telling interesting tales. 

• Increases Brand Awareness

By communicating genuine values and sharing true stories. 

4 Key Elements of Successful Documentary-Style Content

Storytelling

“Behind every product, there’s a journey.”

It can be about the company, the team’s efforts, or anything. Documentaries typically portray a brand’s operation, history, and mission through stories. 

Here– the ways of narration play the main part.

Every successful documentary-style video for businesses has well-crafted storytelling. 

This means organizing your content into a–

• Beginning with a hook
• Dramatic and informative middle
• Memorable end

A good narrative always connects, engages, and motivates viewers to do something. 

As Thomas Newkirk, the author, says,

Humans are naturally drawn to storytelling. It activates our brain’s emotional responses, making it a logical medium for connecting. 

So, use this weapon if you’re making an authentic documentary for the brand. Structure it in a way that creates suspense, curiosity, or reflection. 

This will keep them hooked from start to end. 

Some great storytelling techniques include– 

• The Hero’s Journey 
• Character-Driven Narratives
• Conflict and Resolution
• Time-Lapse and Chronology

Real People, Real Stories

Everything should be real. 

A good doc-style content gives all the spotlight to–

• Actual employees
• Stakeholders
• Customers
• Community members
• Industry experts

This adds authenticity to the video. 

Viewers connect with real individuals, not actors. They relate to stories that show genuine experiences instead of scripted performances. 

As people see real faces and hear legit narrations, it builds trust. So,

• Feature actual voices and journeys 
• Give the documentary video a raw, honest feel 

There will be some stammering, imperfections, nervousness, fun, and bloopers. However, this will help draw attention, trigger connection, and spark conversation. 

Have you ever wondered why audiences watch testimonials? This gives them the same vibe. 

Stats by WiserNotify highlight that– 

• 72% of customers trust a brand more with positive video reviews. 

Natural Settings

Its natural essence is its strength. 

Any documentary shines the brightest when it feels unpretentious, including the backdrop. Successful doc videos never show staged, commercial environments. 

If you want to make yours a hit, shoot videos in real locations, where the story unfolds.

They make everything look real. This shows your target viewers that what they see is grounded in reality. 

It’s okay if the settings feel off and have flaws. 

Avoid overly polished production. It can make the story feel distant. 

Instead, try to keep a balance. 

Emotional Appeal

The emotion is the real deal. It humanizes the video and drives the connection.

Be it joy, empathy, sadness, or hope; emotional stories can turn heads. 

So, when making one, ask yourself: 

• What emotions do you want your viewers to feel? 

Put them accordingly. 

Once people are moved by the video, enjoy the impacts. This means emotions can trigger them to– 

• Engage, share, and recall the message and content long after it ends. 

This is the power of authentic documentary-style content.

Show universal human emotions like overcoming obstacles, dealing with hardships, or achieving dreams. 

Use–

• Music
• Visuals
• Personal testimonials

They amplify those feelings while emotions enhance the impact of documentaries. 

3 Examples of Successful Brands

1. Patagonia on Sustainable Clothing 

The one with the most powerful storytelling.

We see Rick Ridgeway– an environmentalist, mountaineer, and Vice President of Environmental Initiatives at Patagonia. He starts with a history of his favorite climb i.e. a route on Mount Kenya highlighting how magical it was. He says, 

“But magical as it was, it’s in the past tense. Because now with the climate change and the ice all melted, it’s not there.”

Audiences will notice the disappointment in his expression. The documentary then gradually shows how the fashion industry harms the environment. It encourages us to buy sustainable clothes and hold manufacturers responsible for the impact. 

The entire documentary had bits of tranquility and upbeat energy. It engages the viewers with different emotions and raises awareness about the fashion industry’s sustainability. 

There’s a fine blend of education, information, and emotions, making it a great doc-style video. 

2. Nike- The Chris Mosier Project

It’s a part of Nike’s campaign.

We see Chris Mosier. He’s the first openly transgender athlete to compete in both duathlons and triathlons since 2009 for Team USA. 

The documentary depicts his journey of courage and persistence as he challenges stereotypes in sports. Besides advocating for transgender inclusion, Chris Mosier inspires others to embrace their true identities.

Audiences feel a connection with the real athlete and his struggles in this video. It has beautifully used the Hero’s Journey Framework for storytelling. 

Although the content doesn’t focus on Nike that much, it low-key keeps the brand on the front line. How? 

It reflects their principles and mission. 

Nike isn’t just an athletic footwear and apparel corporation. It’s more than that. Besides the products, the brand has always boasted its commitment to inclusivity and supporting athletes pushing boundaries. 

This documentary highlights their brand values at first, then the athlete star, and finally their products. 

3. Google Career Certificates: Karrim

It starts with a relatable story. 

We first notice a young man named Karrim. The narration focuses on the struggles he faces while trying his luck in career fields. 

Being the son of Ethiopian immigrants, he had to encounter obstacles like– 

• Limited access to education, resources, and career opportunities. 
• Coronavirus pandemic 

But he stayed determined. 

Eventually, viewers get introduced to the opportunities offered by Google. After hundreds of applications, Karrim discovers the Google Data Analytics Certificate. 

This Google-presented training program addresses gaps like economic constraints, lack of representations, and biases. It aims to offer graduates (like Karrim) valuable skills in coding, data analytics, and data mapping.

The documentary then shows how Karrim excelled in the program and found huge career opportunities within a month. 

It’s an incredible example of an ideal customer journey. We identify and relate with Karrim’s issue. Then, we see how Google appears as the right-fitting solution through the program. 

Measuring the Impact of Documentary-Style Content

Once you share the documentary on different channels, it’s time to measure the efficiency. 

This is essential as it helps you identify areas for improvement and finetune them to refine future efforts. 

Metrics To Track Success

Engagement

Likes, Comments, Shares, Reactions. The higher the better.

Shares

The number of shares for measuring reach. 

Conversion Rates

The number of viewers who took action after watching the video. For example– 

• Visiting websites or 
• Buying a product 

Tools For Analyzing Video Performances

YouTube Analytics

Insights into watch time, viewer demographics, and engagement metrics.

Google Analytics

Track traffic sources. See how viewers are finding your content.

How To Gather Feedback?

• Reach out through social media
• Create short surveys
• Encourage viewers to leave comments

Frequently Asked Questions: Documentary-Style Content for Your Brand