How Video Drives Brand Following

During the 2024 Super Bowl, the skincare company CeraVe aired a bizarrely hilarious commercial featuring Michael Cera. The actor gives a man a massage and climbs a cliff while dropping one-liners, such as, "Let my cream hydrate you," and, "Human skin is my passion."

The campaign was funny, incredibly Gen Z, and — above all — effective, growing CeraVe's audience by 3%.

As CeraVe's success shows, video is a key driver of brand awareness and loyalty. But not every video strikes the right chord. To build a dedicated following, you need to truly understand their interests and sense of humor.

To better understand these viewing habits, Clutch recently surveyed 483 consumers about their thoughts on short-form video content. We found that customers are most likely to follow brands after they watch entertaining and humorous content.

That's not the only option, though. Consumers also love authentic storytelling and other types of videos.

When you know what motivates your target audience, you can create the most followable content. Drawing on Clutch data, this guide walks you through the top strategies for growing your brand following.

Entertaining and Humorous Content

Forget doomscrolling — people often go online to decompress and take a mental break from their daily lives. When a brand makes them laugh, they want more of that content. According to a Clutch survey, 64% of consumers are more likely to follow or subscribe to a brand if it shares an entertaining or funny video.

It's not just about getting a quick laugh. Teasing and other types of humor increase engagement and build emotional connections between brands and customers. Laughter reduces stress and helps people feel more relaxed and happy.

Funny content is also incredibly shareable. If you spend any time on social media, you've probably shared silly Reels or TikToks with friends, accompanied by comments like "This is so me LOL" or "Us after one margarita." In fact, sharing videos is so popular that some articles describe it as a love language.

Liquid Death is one brand that's mastered the art of humorous videos. Its Instagram account is a goldmine of edgy, dark-but-not-quite-offensive content. One video starts with the provocative line, "Liquid Death is going to help you cheat your way through college." The video quickly becomes outright absurd, with the narrator claiming that Alexa reads textbooks out loud to the canned water to make drinkers smarter.

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In another post, the Toxic Avenger (the world's first spokesperson fresh from a vat of toxic waste) teaches high school bullies about the dangers of soda. The video features a campy, B-movie scene in which he rips a man's arm off to read the label on his Diabetes Classic soda. These over-the-top videos appeal to millennials and Gen Z, who grew up on meme culture. However, the brand never crosses the line into insensitivity by ridiculing specific groups or referencing political topics.

Of course, humorous content can also backfire if you misjudge your audience or go too far. In February 2025, Duolingo posted a series of videos claiming a Cybertruck had killed their owl mascot. While some users played along, others responded negatively.

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One Redditor posted that they were "crying" and "unreasonably upset," while another shared, "I'm so sick of the marketing team behind this company."

Tips for Making Funny, Entertaining Brand Videos

Find the balance between funny and too far by following these tips for creating humorous videos:

• Research your audience's sense of humor: Don't assume that you know what your customers find funny. One video might make a Baby Boomer laugh out loud, while a teenager calls it "cringe." People from different cultures also have their own boundaries and references. Survey your target audience about their preferences, or use focus groups to test different kinds of content.
• Jump on new trends quickly: Social media trends fall out of fashion quickly. Keep your finger on the pulse of your chosen platforms, and use trending audio or skits as soon as they start gaining popularity. That way, your content won't feel derivative or stale.
• Stay true to your brand voice: There are many types of humor, and not all of them will fit your identity. If your company is known for its wholesome content but suddenly posts a snarky video, customers may feel confused or betrayed.
• Stay away from political content: Sure, you could probably make a hilarious video about an upcoming election or the latest hot-button issue. However, this type of content risks alienating a huge portion of your audience. Protect your brand's reputation by sticking to safe topics.
• Have an approval process: Humor is subjective. Always ask multiple people to review your video content and make sure it's actually funny. The last thing you need is a rogue intern posting something off-putting or offensive.

Study the greats, too. Brands like Wendy's and Nutter Butter have gained millions of brand subscriptions thanks to their unique comedic videos. Case studies like these can help you figure out what's appropriate and what's too risky or unfunny.  

Authentic Storytelling

While funny content is popular, it's not right for every brand or situation. Luckily, many consumers also enjoy more sincere videos. Forty percent of consumers will follow or subscribe to a brand if their video uses authentic storytelling, according to Clutch data.

Genuine content fosters trust, particularly among younger consumers. For example, 82% of Gen Z say they trust companies more when they use images of real customers, compared to only 71% of Gen X. Over half of Gen Z (55%) also trust influencer recommendations, according to another Clutch survey. User-generated content can help you tap into this desire for transparency and realness.

Relatability is another benefit of sharing authentic content. A behind-the-scenes video with your team is a great way to humanize your business and show the faces behind your products. Consumers also love blooper videos and time-lapses of people packaging products. This content demonstrates that your brand is comprised of real people, not a faceless corporation.

Chewy has built a loyal brand following with its authentic content. On Halloween 2025, it posted a TikTok video of its human staff members and their pets dressed in elaborate costumes, captioned, "POV You work at Chewy."

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This content establishes trust by demonstrating that its employees genuinely care about pets, just as their customers do. Every year, the company also shares "Chewy Claus" videos featuring pets and their owners receiving special gifts, such as a unique dog-walking attachment for a wheelchair. These feel-good videos show Chewy's generosity and real impact.

Tips for Telling Authentic Stories in Video

Follow in Chewy's footsteps with these strategies for authentic storytelling:

• Keep it casual: Highly scripted videos often come across as fake or too salesy. Focus on capturing spontaneous moments, and refrain from editing your videos too extensively. Instead of filming on a perfectly lit set, for instance, record videos in living rooms and other everyday settings.
• Make it personal: Our survey found that 80% of consumers say they pay more attention when videos feel like they speak directly to them. Simple tricks like making eye contact with the camera and addressing the viewer will help build a connection.
• Encourage user-generated content: Content from actual customers will always seem more authentic than content created by the brand. Turn your clients into your biggest advocates by inviting them to create videos about their experiences with your business. Small incentives, such as gift cards or free merchandise, can encourage participation.
• Avoid AI visuals: A majority (95%) of customers feel concerned about AI image usage. Soothe their worries by only using real photos and videos.

Above all, be transparent. Tell the truth about products and services, and never make up stories to try to appeal to consumers.

Product Demos or Tutorials

Any business can claim its products are great, but seeing them in action is much more persuasive. According to Clutch, 36% of consumers will follow or subscribe to a brand after watching a product demonstration or tutorial.

Informative content sparks interest. These videos are especially effective when customers see products used in familiar or dramatic situations. A time-lapse of someone cleaning a grease-splattered oven with a steam cleaner will stop scrollers in their tracks.

Product videos also build credibility. When viewers can see the results for themselves, they're more likely to buy your products — or, at least, subscribe to learn more.

On YouTube, BISSELL frequently shares videos of its vacuums tackling household messes. In BISSELL Revolution HydroSteam™, a family cleans stains left by their child and adorable rescue pitbull.

Another Short references The Office by showing a man vacuuming up a huge pot of chili he spilled on his office floor. These relatable product demos help viewers picture how they might use the appliances for their everyday cleaning catastrophes.

Tips for Showing Off Your Product

Here's how to create top-notch product demos:

• Create an engaging narrative: Showing your products in realistic situations makes them seem like must-have items — and hooks viewers' attention.
• Use humor: Product demos shouldn't be boring, no matter what you're selling. Check off two boxes at once by adding light-hearted jokes or comedic situations to your demos.
• Focus on key features: Don't overwhelm viewers by cramming a dozen features into your demos. Pick two or three to spotlight per video.

Pay attention to customer feedback, too. If you notice that a few clients seem confused by certain buttons or functions, a quick tutorial could help them get more out of your products.

Inspirational or Cause-Related Content

"Hope-core" videos are another way to earn brand followers. Clutch found that 27% of customers will subscribe to a brand if they share a video that's inspirational or focuses on a good cause.

Values-driven content appeals to customers who want brands to reflect their personal beliefs and morals. Want to appeal to eco-conscious shoppers? Share a video of your staff cleaning up a local park, or offer a behind-the-scenes look at your sustainable manufacturing process. It shows your brand has strong morals and genuinely cares about the community.

Patagonia frequently utilizes its social media accounts to draw attention to environmental causes. In September 2025, it partnered with Dogwood Alliance to create a video about the harm caused by the biomass industry.

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Another recent video highlights the company's "self-imposed Earth tax," which is its commitment to donate 1% of sales to grassroots activism.

Tips for Crafting Values-Driven Videos that Inspire

Follow these best practices when creating inspirational video content:

• Be transparent: Tell the truth about your charitable work and avoid exaggerating its impact.
• Treat people with dignity: Give a voice to the communities you help, and refrain from exploiting them for content. Respect is key.
• Follow through: Cause-related marketing should be an ongoing effort, not something you do for a handful of videos.

Customers can sniff out insincerity, so ensure you're genuinely invested in your chosen causes before using them for marketing purposes.

Lights, Cameras, Brand Growth

You don't have to pick only one of these approaches. Many brands mix and match different types of content to gain more brand followers. You might share a funny skit on Monday, product demos in the middle of the week, and inspirational content on Saturday. Together, these videos help you create a truly memorable and well-rounded brand persona and grow your audience.

As you start planning your content, focus on your audience's interests and motivations. Are they deeply passionate about animal welfare? Looking to decompress with silly content? By understanding what motivates them, you can create truly relevant videos that turn casual viewers into loyal followers.

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

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