{"id":837459,"date":"2025-04-15T09:04:28","date_gmt":"2025-04-15T13:04:28","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/from-grwm-to-bts-why-smbs-must-embrace-authentic-story-driven-video-to-connect-with-gen-z-and-millennials\/"},"modified":"2025-04-15T09:04:28","modified_gmt":"2025-04-15T13:04:28","slug":"from-grwm-to-bts-why-smbs-must-embrace-authentic-story-driven-video-to-connect-with-gen-z-and-millennials","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/from-grwm-to-bts-why-smbs-must-embrace-authentic-story-driven-video-to-connect-with-gen-z-and-millennials\/","title":{"rendered":"From \u2018GRWM\u2019 to \u2018BTS\u2019: Why SMBs Must Embrace Authentic, Story-Driven Video to Connect with Gen Z and Millennials"},"content":{"rendered":"
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\n Why SMBs Must Embrace Authentic, Story-Driven Video<\/a>\n <\/p>\n

\n A Media Snippet accompanying this announcement is available by clicking on this link<\/a>.<\/p>\n

\n New insights reveal that younger audiences expect more than ads\u2014they want real stories, honest content, and video formats that feel personal and relatable.<\/em>\n <\/p>\n

NEW YORK, April 15, 2025 (GLOBE NEWSWIRE) — iStock<\/a>, a leading ecommerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, reveals video content continues to dominate the digital landscape, particularly among Gen Z and Millennial consumers, who actively seek content that feels authentic, relatable, and emotionally engaging.<\/p>\n

According to visual research from iStock\u2019s VisualGPS<\/strong> platform, 71% of Gen Z and Millennials say they enjoy watching short-form videos on social media. Interestingly, 41% of younger consumers also report that long-form videos inspire them \u2013 highlighting a strong appetite for diverse video formats and storytelling approaches.<\/p>\n

Also, while social platforms like YouTube, TikTok, and Instagram have each shaped the way video is consumed, the core insight remains the same: people want to see content that reflects real life, not overly polished marketing. A staggering 98% of viewers say they value authenticity in the visuals they consume. This preference is even more pronounced among younger audiences, who gravitate toward formats like \u201cGet Ready With Me\u201d (GRWM) and behind-the-scenes (BTS) videos that offer an honest look into daily routines, creative processes, and the inner workings of a business.<\/p>\n

\u201cFor SMBs, these approachable video formats can be a game-changer,\u201d says Jacqueline Bourke, Senior Director of Creative at iStock.<\/strong> \u201cYou don\u2019t need a big production crew\u2014just a compelling story and the willingness to show what goes on behind the scenes. From carefully packing orders in a shop to prepping fresh ingredients in a caf\u00e9 or brainstorming ideas, videos that capture the human side of your business will help build trust and boost engagement.\u201d<\/p>\n

\n Your Business Personality as Your Advantage<\/strong>\n <\/p>\n

\n iStock\u2019s VisualGPS<\/strong> insights show that younger audiences crave entertainment and personal connection from businesses. Globally, half of Millennials (45%) and Gen Z (50%) say they use video-first platforms for entertainment\u2014far more than Boomers (36%).<\/p>\n

According to their video experts, this is an opportunity for SMBs to lean into their brand personality. Whether a small business brand persona is light-hearted and fun, or sleek and premium, video lets businesses show not just what they do\u2014but who they are. For example, a local bakery might film a staff taste test, while a bespoke clothing brand might showcase its craftsmanship through visually rich, slow-motion videos of garments being made.<\/p>\n

\u201cYour business story is your superpower,\u201d Bourke adds<\/strong>. \u201cUse video to show what drives you\u2014whether it’s solving a customer problem, delivering quality, or building a community.\u201d<\/p>\n

\n Industry-Specific Strategies for Impactful Video<\/strong>\n <\/p>\n

Not all video content performs the same across industries. iStock\u2019s data shows that different sectors should approach storytelling with nuance:<\/p>\n