How to use Video Storytelling to Build Customer Trust
Trust is the foundation of every successful business relationship. Customers are more likely to choose a brand they feel confident in, and even more likely to stay loyal when they trust the people behind it. But in today’s fast-moving digital world, building trust is not easy. Audiences are sceptical of traditional advertising and crave authentic, human-centred communication.
This is where video storytelling makes a real difference. By blending emotion, narrative, and authenticity, video storytelling helps businesses move beyond sales messages and build genuine trust with their audience.
Why trust is everything in business
Trust is not just a nice-to-have; it directly influences purchasing decisions. According to consumer research, more than 80 per cent of people say trust impacts their decision to buy from a brand. Without it, even the best products or services can struggle to gain traction.
In Australia, trust is especially important. Audiences value transparency, relatability, and honesty. If your business does not communicate these values, it risks losing potential customers to competitors who do.
The power of storytelling in building trust
Stories have been used for centuries to share knowledge and form bonds between people. When applied to business, storytelling allows brands to communicate their purpose and values in a way that feels authentic.
Unlike traditional advertising, which focuses on selling, storytelling focuses on connecting. It shifts the message from “what we offer” to “who we are” and “why it matters”. This helps customers feel they are engaging with people rather than a faceless business.
Why video storytelling works best
While storytelling can take many forms, video is the most powerful medium for building trust. It combines sight, sound, and emotion, allowing viewers to experience a story rather than simply hear it.
Here is why video storytelling is so effective:
Authenticity is visible
Seeing real people, whether it is your team or your customers, makes your message more believable.Emotion is easier to convey
Tone of voice, music, and visuals create an emotional connection that words alone cannot achieve.It feels more personal
Video allows your audience to look behind the scenes, meet your people, and understand your culture.High engagement rates
Online, video consistently outperforms text or images when it comes to holding attention and encouraging shares.
Types of video storytelling that build trust
Not every video is created equal. To truly build trust, the story needs to be relevant, relatable, and authentic. Here are some formats that work particularly well:
1. Customer stories
Testimonials and case studies told through video highlight real experiences and outcomes. They provide social proof, showing that others trust your brand.
2. Behind-the-scenes videos
Audiences love transparency. Offering a glimpse into your workplace, processes, or people helps humanise your brand and makes you more approachable.
3. Mission-driven brand films
When a business shares its vision, values, and purpose through a well-crafted film, it creates alignment with customers who share those beliefs.
4. Culture and team videos
Introducing the people behind the brand builds familiarity and trust. Customers like to know who they are dealing with.
5. Educational storytelling
Sharing knowledge through how-to videos or thought leadership content positions your brand as an authority, which naturally builds credibility.
Australian examples of trust-building storytelling
Several local brands have successfully used video storytelling to build trust:
Bunnings Warehouse often uses customer-focused and instructional content, which positions the brand as helpful and trustworthy.
Telstra has produced culture-driven campaigns that showcase their employees and community impact, giving a more human face to the business.
Thankyou continues to use mission-driven storytelling to prove their authenticity and reinforce consumer trust.
These campaigns succeed because they go beyond selling. They invite audiences to connect with values, people, and purpose.
How to create video stories that feel authentic
Authenticity is the key to building trust. Here are some ways to ensure your storytelling feels real:
Use genuine voices: Let your employees and customers speak for themselves, rather than relying on scripted lines.
Focus on values, not just sales: Highlight what your business stands for and why it exists.
Avoid overproduction: While professional quality is essential, avoid making the video feel too polished or staged.
Be consistent: Trust is built over time, so share stories regularly across your platforms.
Why professional storytelling support makes a difference
While it is possible to capture basic video content in-house, building trust requires a strategic approach. At Lift Video Production, we specialise in creating brand storytelling videos that inspire confidence and build lasting connections.
Our team works with you from concept and scripting through to production and editing, ensuring your story is not only authentic but also delivered with cinematic quality. This balance of professionalism and relatability ensures your message resonates with the people who matter most.
Conclusion
Trust is one of the most valuable assets your business can have, and video storytelling is one of the most effective ways to earn it. By showcasing authenticity, sharing values, and highlighting real people, video helps you build credibility that lasts well beyond a single campaign.
Australian businesses that embrace video storytelling will not only stand out, but they will also win the trust and loyalty of their audiences.
If you are ready to build trust through authentic video storytelling, talk to our team today and see how we can help bring your story to life.
