• by Eric Neuhaus , July 16, 2025

Could your next brand film go far beyond typical 30- or 60-second ad spots, becoming a longform documentary instead?

Documentaries are an increasingly popular way to capture public attention. According to the Center for Media & Social Impact, “Documentary film has never been more important in the media diet of Americans. The number of annual documentary theatrical releases has more than tripled since 2000. Nonfiction programming on TV has experienced a similar upward trend.”

A documentary could be a powerful way for brands to tell their stories, build authenticity and make a lasting impression.  While brands such as Lego, Minecraft and Barbie have had massive impact with scripted Hollywood films, brands like Nike, Ally and H&R Block are having success with unscripted formats including documentaries and reality shows -- and there’s a big opportunity for other brands to leverage this powerful medium for storytelling.

For brands wondering whether their story could be documentary-worthy, here are key insights:

Leverage what makes your brand unique. First, find the narrative focus. What’s your story? Does your founder have a great personality, or is there a unique business history? Identify the face of your brand. If you have celebrity backers or high-profile fans, enlist these personalities to level up interest.

If your brand’s glory days have passed, that can actually be a strategic advantage, because of consumer demand for nostalgia.  According to a report by GWI, “As a generation, Gen Z are the most nostalgic.  While all generations feel nostalgic to some degree, it’s the younger ones who are driving the trend today.”  Interestingly, the report mentions that over a third of Gen Z-ers are nostalgic for the ‘90s, despite the majority having been born in the 2000s.

Whether your story centers around a founder, comeback or nostalgia, focus on what makes your brand distinctive.

Embrace authenticity. True stories create meaningful connections with today’s audiences, for whom, as eMarketer reports, “Authenticity is non-negotiable -- they value real people, genuine endorsements, and brands that transparently live their values.”

 “The move to storytelling-based content reflects changing attitudes amongst consumers,” Poppy Mason-Watts, chief growth and impact officer at streaming platform WaterBear, wrote in The Drum.  “Especially for younger generations, how a brand behaves is as important as what it ultimately sells. So, content that allows them to see under the hood of a brand’s values is a natural progression.”

Embracing authenticity means avoiding airbrushing your story. Chances are audiences will appreciate candor when it comes to possible criticisms or hardships your brand has overcome.

Consider pitching a major platform -- or streaming on YouTube. Once you’ve determined the narrative and who can tell it on camera, plus any exclusive behind-the-scenes access or never-before-seen archival footage you can offer, next determine whether you want to seek a partnership with a major platform, or self-produce and distribute on your owned channels and YouTube. 

While it’s thrilling to partner with a platform like Netflix, Peacock or Amazon, the audiences on YouTube are vast.  “YouTube is now a major player in TV, surpassing platforms like Netflix in viewership,” reports Business Insider.

The Bottom Line

With documentaries becoming increasingly popular among American consumers, there’s a great opportunity for brands to tell their stories in a longer format than ever before.