Why ‘About Us’ Videos Are Dead — Do This Instead
Let’s be honest — most traditional “About Us” videos don’t work anymore.
You know the type: sweeping office shots, a voiceover that reads like your company brochure, and a vague promise to be “leaders in innovation.” Today, these videos feel more like background noise than brand builders.
So, what’s replacing them?
It’s called the brand story video — and it’s quickly becoming the go-to format for modern corporate video production in Sydney and beyond.
Why are traditional ‘About Us’ videos failing?
Here’s the thing: audiences have evolved.
They don’t just want to know what your business does — they want to feel something about who you are.
Traditional About Us videos fail because:
They focus on the company, not the customer
They’re often scripted, stiff, and overly polished
They lack a clear emotional hook
They try to say everything — and end up saying nothing
According to HubSpot, video retention is highest when content tells a story — not when it lists facts. And in our experience producing video content for corporate clients, the most effective videos are those that create a genuine human connection.
What is a brand story video?
A brand story video is a cinematic, emotionally resonant way to communicate why your business exists and what drives your team — through real people, real stories, and real outcomes.
It shifts the spotlight from your credentials to your purpose. From what you do to why it matters.
These videos often blend:
Founders or team interviews
Customer testimonials
Behind-the-scenes footage
Voiceover-driven narrative arcs
High-end visuals and sound design
Think of it as a mini-documentary that shows not just who you are, but why people should care.
Video by CactusCan Media
How is a brand story different from an About Us video?
Let’s compare the two:
Tone
Traditional ‘About Us’ videos are usually formal and corporate.
Brand story videos are more human, emotional, and relatable.Focus
About Us content tends to focus on the company’s history, services, or structure.
Brand stories focus on purpose, people, and values — what drives you.Style
About Us videos often rely on scripted voiceovers and talking heads.
Brand stories use authentic interviews, real experiences, and documentary-style filming.Audience takeaway
An About Us video says: “This is what we do.”
A brand story says: “This is why we exist — and why it matters to you.”
In a recent corporate video production Sydney project, we worked with a professional services firm struggling with flat recruitment. Instead of a generic About Us piece, we created a brand story centred on employee journeys — their growth, challenges, and impact. That video now sits on their hiring page and helped lift applications by 34%.
Why do brand story videos perform better?
Simple — people connect with stories, not stats.
A brand story builds trust, drives emotional engagement, and helps customers remember you in a sea of sameness. In a world flooded with content, your story is your differentiator.
And let’s be real: your competitors all say they’re “innovative,” “passionate,” and “trusted.” A brand story proves it — without needing to say it.
What makes a great brand story video?
Here’s what we’ve seen work time and time again in corporate video production services:
Strong opening hook (within the first 5–10 seconds)
Authentic interviews with founders, team members, or clients
Minimal scripting — let people speak from the heart
High-quality visuals that reflect your brand personality
A clear emotional through-line — show transformation, not just information
Pro tip: pair your brand story with shorter cutdowns for LinkedIn, proposals, or events. One shoot can fuel an entire campaign.
Is a brand story video right for your business?
If you're looking to:
Rebrand or refresh your messaging
Recruit top talent
Attract more qualified leads
Build deeper trust with your audience
Then yes — this is the format to invest in.
We’ve used this approach across tech, finance, education and trades. And whether it's for a sales pitch or an onboarding deck, it always delivers more than a traditional corporate explainer.
Conclusion
The traditional About Us video has had its run. But today, it just doesn’t cut through.
A brand story video is more than a modern replacement. It’s a powerful tool for connection, trust, and positioning your business as more than just a service; but a mission, a movement, a team worth partnering with.
Curious as to how to share your company’s brand story? Contact us for a free brand story strategy call.
If you prefer the guidance of a video production expert, 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.
