How Brands Use Documentary-Style Video to Build Trust
These days, people are tired of being sold to.
They skip ads, scroll past promos, and roll their eyes at over-polished brand videos. But you know what still works? Real stories.
That’s why more and more companies are turning to documentary-style video production — a format that strips away the hype and replaces it with honesty, humanity, and connection.
From startups to corporates, these videos are helping brands build deeper trust with their audience — and drive real commercial results in the process.
What is a documentary-style video?
Documentary-style videos are cinematic, unscripted pieces that showcase real people and authentic moments. Think less “promo” and more “mini-film.”
They often feature:
Real customer or team interviews
Fly-on-the-wall footage
Raw audio and natural sound design
Thoughtful, story-led editing
Subtle branding — or none at all
Unlike traditional corporate video production, these feel intimate, honest, and emotionally engaging.
Image credit @kyleloftusstudios
Why do documentary-style videos build more trust?
Because they don’t try to sell — and that’s what makes them powerful.
Here’s why they work:
Authenticity: Viewers can spot a script from a mile away. Real voices feel more relatable.
Vulnerability: Showing your brand in a real-world context (including the challenges) creates transparency.
Story over stats: People remember stories, not product features.
Social proof: Customers hearing from other customers? That’s gold.
We were working with an established architect who was branching out to launch his own studio. He didn’t yet have a large personal portfolio to showcase, but he still needed to build credibility and connect with potential clients.
A documentary-style brand story gave him the platform to talk about why he does what he does, the values that shape his design process, and his vision for the future. That one video became the centrepiece of his website and helped position him as reputable and trustworthy, even before the new projects came in.
How are brands using documentary videos in practice?
Here are some real-world applications we’ve seen work:
1. Customer Story Videos
Also called case study videos, but done with heart. These follow real clients using your product or service and the outcomes they achieved. Think of it as “testimonial meets documentary.”
Example: A sustainability brand captured a customer’s journey to going plastic-free. No sales pitch — just an honest story. The video tripled engagement compared to their usual social posts.
2. Founder Stories
Founders talking about why they started, what they believe in, and what challenges they’ve overcome.
These videos help humanise brands, especially in saturated markets. They're great for landing pages, LinkedIn, and investor decks.
3. Behind-the-Scenes Culture Films
Let people in. Show how your product is made. Capture the team in action. This works especially well for recruitment, employer branding, and partnerships.
We filmed a doco-style day-in-the-life with a construction firm’s foreman. It’s now one of the most-viewed videos on their site — and helped secure a major government contract.
4. Cause-Driven Campaigns
Use the format to showcase your involvement with social or community impact programs. These make your values visible — without being preachy.
A brand working with First Nations artists filmed a short doco following the collaboration. It was powerful, emotional, and shared widely across media outlets.
Image credit @kyleloftusstudios
What makes a great documentary-style brand video?
Real people, not actors
Minimal scripting — let the story unfold
Strong cinematography with natural lighting
Interview-led structure with emotional arc
Subtle music and pacing — let it breathe
Tight editing, but not overproduced
Your goal isn’t to “wow” with polish. It’s to move people with substance.
Can documentary videos increase sales?
Yes — but indirectly.
They don’t hard-sell. Instead, they build connection, trust and belief in your brand — which shortens the path to conversion.
According to Edelman’s Trust Barometer, 81% of people say brand trust is a top factor in purchase decisions. And documentary-style video is one of the best tools to build that trust fast.
Conclusion
As most corporate videos begin to blur together, documentary-style content stands out by doing less and meaning more.
If you’re serious about building a brand people want to believe in — start telling real stories, not just selling your service.
If you prefer the guidance of a professional cameraman, reach out to CactusCan Sydney. As a film production company with a focus to creating the best video content in Sydney, let’s make the best content for your business.
CactusCan Media is a trusted name in Sydney’s video production scene, offering high-quality, results-driven content tailored to your business goals. As one of the top video production companies in Sydney, we help brands create compelling visual content—from corporate videos and brand stories to social media clips, explainer videos, case studies, event coverage, and photography. If you’re searching for expert video production services near you, our Sydney-based team is here to turn your ideas into powerful, shareable content.
About the Author
Sarah Watts
As our Marketing and Project Manager, Sarah is the driving force behind our successful projects and campaigns. With a keen eye for detail and an unwavering commitment to delivering excellence, Sarah orchestrates seamless collaborations that ensure our clients' vision becomes a reality.
Her innate understanding of marketing dynamics make her the go-to expert for developing effective strategies that resonate with diverse audiences. Sarah is passionate about crafting compelling narratives and overseeing every project's journey from inception to fruition, resulting in remarkable success stories.
