Why Emotions Matter in Marketing - Branded Documentary Filmmaking
The Power of Real Stories
In the intimidating landscape of modern marketing, branded documentaries have emerged as a powerful medium for storytelling that not only captivates audiences but also deeply resonates with their values and emotions. My journey as a documentary director in Colorado has been intricately tied to exploring and understanding these human emotions and narratives.
Simply put, customers don’t like getting sold something, and branded documentaries (and other real stories used for marketing) are a way to still convert views to sales without getting too intrusive.
THe Importance of Empathy and Emotional Marketing
At the core of my work lies a commitment to empathy - a tool that allows me to connect with subjects on a profound level, thereby translating their stories into films that do more than just advertise a brand. These stories are crafted to inspire, challenge, and engage viewers, making them reflect on both the brand and its impact on the world around us. The goal is for viewers to still feel connected to a brand long after they put down their phone.
Section 1: Understanding Branded Documentaries
Definition and History
Branded documentaries are a unique fusion of storytelling and marketing, designed to promote a brand indirectly by forging an emotional connection with the audience through real stories. Unlike traditional commercials, these documentaries are not overt advertisements. Instead, they focus on narratives that align with the brand's values, offering insights into its ethos without the hard sell. This genre traces its roots back to early content marketing efforts, where companies began to realize the power of film to convey their brand's message in a more subtle and engaging way.
Evolution in Marketing
Initially seen as a novel approach, branded documentaries have grown into a strategic tool in the marketer’s arsenal, especially with the advent of digital media platforms that allow for longer viewing times and deeper engagement with content. The evolution has been marked by a shift from product-centric advertising to story-driven content, which not only informs but also entertains and inspires. Think of all the reels we send our friends and family, each one of this silly or insightful vertical videos is also wrought with stories.
People want to watch real emotions unfold on a screen and they don’t always need something shiny to be put in front of their eyes to want to buy it. This shift reflects a broader trend in consumer behavior, where authenticity and ethical considerations play increasingly significant roles in purchasing decisions.
Examples of Branded Documentaries in Colorado
As a Boulder based documentary director, let me brag about my own state for a second. Colorado, a state known for its vibrant outdoor culture and environmental consciousness, branded documentaries have featured prominently among local brands, especially those in the outdoor and lifestyle sectors. For example, we have the North Face, La Sportiva, Scarpa, Pearl Izumi, etc. - all local companies specializing in outdoor gear and frequently use adventure documentaries to highlight athletes finding adventures that their products enable, effectively aligning their brand with the values of conservation and adventure cherished by many members of the outdoor industry.
Section 2: The Role of Branded Documentaries in Modern Marketing
Building Brand Identity
More than ever, brands are tasked with not just selling products but also selling what they stand for. Branded documentaries allow them to weave complex narratives that embody their mission, vision, and values. By telling stories that resonate with their target audience’s aspirations and concerns, brands can sculpt a distinctive identity that stands out in a crowded market. This approach transforms viewers into brand advocates who feel a strong, personal connection to the brand's ethos.
The difference between an Arc’teryx jacket and a Patagonia jacket may feel non-existent to a consumer simply needing a high quality raincoat to walk around Seattle in the winter. So, what can distinguish these companies from each other is the stories they tell about themselves. Arc’teryx is technical, Patagonia is sustainable. Of course, each jacket has elements of the other but the consumer just wants to know about the brand identity - and will buy what values they support.
Engagement and Loyalty
Engagement is the holy grail of digital marketing, and branded documentaries achieve this by providing content that viewers choose to watch and share. Studies show that emotionally charged content significantly enhances viewer engagement, with a Nielsen study finding that ads with above-average emotional response from viewers increased sales by 23% compared to more mundane content. By focusing on stories that are inherently interesting - whether due to their emotional depth, aesthetic appeal, or unique information - these documentaries keep viewers engaged, significantly increasing the time they spend with the brand. This sustained engagement builds deeper loyalty as consumers feel they are part of a narrative that extends beyond mere transactions. I made an episode series for La Sportiva where I broke down how that influences engagement in case you want to read more about increasing engagement below…
Impact on Consumer Behavior
The ultimate test of any marketing strategy is its impact on consumer behavior, and branded documentaries excel by influencing not just what consumers think, but also how they feel. "Consumers are 22% more likely to consider a brand as 'different from others' when high-quality branded content is present," according to a study by the Content Marketing Institute. By addressing viewers’ emotions and intellect, these films can motivate changes in behavior, from increasing brand loyalty to inspiring action around causes championed by the brand. For example, a documentary highlighting a brand’s commitment to sustainability might encourage viewers to make more environmentally friendly choices, aligning consumer behavior with the brand's sustainable practices.
Section 3: Empathy as a Filmmaking Tool
Understanding the Audience
At the core of every branded documentary is the need to understand and connect with the audience. As a director, empathy allows me to dive deep into the needs, dreams, and pains of the audience, ensuring the stories we tell are not only heard but felt. This emotional resonance is critical because a documentary without a heart is just another piece of content and, as marketers, we’re trying our best to avoid pumping out content without purpose. Empathy helps bridge the gap between the brand's intentions and the audience's perceptions, fostering a relationship grounded in trust and understanding.
Techniques for Empathetic Filmmaking
To effectively employ empathy, I focus on narrative techniques that allow viewers to see their reflections in the stories we tell. This involves careful selection of themes, subjects, and even musical scores that align with the viewers' experiences or aspirations. Interviews and visual storytelling are crafted to evoke shared feelings or experiences, making the film not just a presentation but a conversation. Plus, I will only accept film projects in subjects in which I feel I can reasonably relate to the character.
Maybe we do the same outdoor sport, have trained for races in the same way, think about sustainability similarly, or have shared goals for a more inclusive future. But that doesn’t mean empathy can’t be learned and practiced with new communities - I believe that as a documentary director I should be able to interact comfortably with all types of people, not just people that look or act like me.
Challenges and Solutions
While empathy is a powerful tool, its implementation in documentary filmmaking is not without challenges. It requires a deep understanding of diverse perspectives, which can be particularly taxing when dealing with sensitive or controversial topics. To address this, I engage in rigorous research and immersive experiences - honestly a bit similar to method acting - to genuinely portray the emotions and realities of the subjects. I learned to mountain bike when I began filming mountain bikers more.
I used blacked out goggles and hired an adaptive sports guide to teach me how to ski without seeing to relate a blind skier I was filming. I think it’s a crucial part of the process. Additionally, maintaining objectivity while being empathetic is a delicate balance that requires clear, thoughtful editorial guidelines to ensure the documentary remains credible and impactful.
Section 4: Merging Empathy with Brand Objectives
Balancing Story and Message
The challenge in branded documentaries is balancing the emotional narrative with the brand’s marketing goals without making the content feel like an advertisement. This balance is crucial; too much focus on the brand can alienate viewers, while too little may dilute the marketing message. The key is integrating the brand’s message seamlessly into the narrative so that it supports the story rather than detracts from it. For example, if a brand values sustainability, we might focus on stories of individuals or communities that have benefited from sustainable practices, thereby aligning the brand with these positive outcomes.
Real-World Impact
A well-executed branded documentary can have a real-world impact beyond just brand recognition and loyalty. By focusing on stories that inspire or provoke action, brands can position themselves as leaders in social or environmental change. This not only enhances the brand's image but also encourages viewers to engage with the brand in more meaningful ways. For instance, a documentary on the impact of renewable energy solutions might inspire viewers to support or invest in sustainable technologies. We never truly know how far these films reach into the soul’s of the customers but the goal is to make real-world impact from the emotions they feel.
Section 5: Empathy in Action
Drawing Inspiration from Real Challenges
My documentary "Unseen Peaks", which was screened at film festivals across the US and abroad in 2023/24, illustrates how real-life challenges can enhance storytelling in branded documentaries. It narrates the journey of Addie, a visually impaired athlete, as she embraces the outdoors through skiing, ice climbing, and rock climbing. Her story, defined by resilience and a pursuit of freedom, offers a profound narrative that resonates deeply with audiences. By capturing her struggles and triumphs, the film not only highlights her indomitable spirit but also emphasizes the importance of inclusivity in outdoor sports.
Techniques for Genuine Storytelling
To ensure authenticity, I use a variety of storytelling techniques such as vérité documentary style and candid interviews. These methods allow the subjects' true personalities and emotions to shine through, offering viewers an unfiltered glimpse into their lives. This approach not only builds a stronger connection with the audience but also aligns with modern marketing's shift towards more genuine, human-centric advertising.
Impact of Authenticity on Viewer Engagement
Studies have shown that authenticity in marketing can significantly boost viewer engagement and brand loyalty. For example, a Nielsen report highlights that 92% of consumers are more likely to trust non-paid recommendations than any other type of advertising. By focusing on real, relatable content, branded documentaries can leverage this trust, transforming viewers into brand advocates.
The Future of Branded Documentary Filmmaking
Reflecting on the Journey
As a documentary director specializing in branded content, the journey from conceptualization to the final cut is filled with challenges and learning opportunities, but also joys and wins. However, the ability to weave empathy and authentic storytelling into the narrative structure not only fulfills the brand's marketing goals but also deeply impacts viewers, often in ways that traditional advertising cannot.
The Role of Empathy in Future Projects
Looking ahead, empathy will continue to play a crucial role in my filmmaking process. It's not just about telling a story; it's about telling the right story in a way that honors the truth of the subjects and resonates with the audience on a personal level. The goal is always to leave the viewer informed, inspired, and engaged.
Embracing Change and Innovation
As the landscape of marketing and documentary filmmaking evolves, staying adaptable and open to innovation will be key. Whether it’s through new technologies, platforms, or storytelling techniques, the aim will be to continually push the boundaries of what branded content can achieve.
Ultimately, the success of a branded documentary lies in its ability to tell a compelling story that viewers not only watch but feel — a story that stays with them long after the screen fades to black.
If you have a video project you need help bringing to life, feel free to reach out :)
Let’s Work Together!
Roo is a commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.