iStock Blog Best Practices Video What 98% of Your Customers Want from Your Video

There’s no denying that video marketing is more than a trend. It’s the way people learn about, connect to, and fall in love with brands. And according to iStock’s latest VisualGPS research, video content continues to dominate digital content, especially among Gen Z and Millennial consumers. These younger audiences crave content that feels authentic, emotionally engaging, and most of all, real.

If you’re a small business owner or creative entrepreneur, this is an opportunity to shine. Best of all, you don’t need a big budget required to do it.

Whether it’s a 15‑second Instagram Reel or a 3‑minute behind‑the‑scenes (BTS) marketing video at your workspace, what matters most is authenticity. In fact, 98% of people say they value authenticity in the visuals they consume—a number that jumps even higher among younger viewers. Popular formats like “Get Ready With Me” (GRWM) or BTS videos aren’t just internet trends, they’re a reflection of a deeper shift toward content that feels honest, transparent, and human.

“You don’t need a big production crew—just a compelling story and the willingness to show what goes on behind the scenes,” says Jacqueline Bourke, Senior Director of Creative at iStock.

Our research also reveals there’s a strong appetite for diverse video formats and storytelling approaches:

• 71% of Gen Z and Millennials say they enjoy watching short‑form video content on social media.
• 41% of younger consumers also report that long‑form video marketing inspire them

Today’s consumers aren’t just buying products—they’re buying into your story. Almost half of Millennials (45%) and Gen Z (50%) say they turn to video‑first platforms for entertainment. This is where your brand personality can shine through. Whether you’re running a cozy café, a home goods store, or a fitness studio, video is your chance to show what makes you unique. These moments make your business feel personal, relatable, and trustworthy—all key factors in customer loyalty and engagement.

Here are just a few video marketing strategies to consider:

• Staff challenges—create competitions related to your business, such as a bakery holding taste‑test challenge for its employees.
• Creatively capture what you do—build out your final product in slow motion.
• Showcasing your process—a quick clip of your team packing orders with care.

Every industry has its own visual language—and iStock’s VisualGPS data backs that up:

• Travel & Hospitality: 91% say travel helps them break from routine, so showcase real moments and immersive destinations to drive bookings.
• Health & Wellness: 81% want to see real people pursuing real goals. Think simple routines, relatable success stories, and honest transformations.
• Retail & E‑commerce: 72% prefer video for product demos. Unboxings, tutorials, and customer testimonials help people picture products in their own lives—and boost conversions.

The takeaway? You don’t need a Hollywood budget to make an impact. What you do need is a clear sense of who you are, what your audience cares about, and a willingness to show the messy, meaningful, behind‑the‑scenes side of your business. Just be real, helpful, and human.

“Video doesn’t just increase visibility—it builds credibility,” says Bourke. “And that credibility can lead to stronger customer relationships, higher engagement, and real business growth.”

Whether you're using smartphone footage, real customer moments, or authentic, high‑quality video from iStock, there's never been a better time to tell your story through video.

— Jacqueline Bourke, Senior Director of Creative at iStock