There are some insights that only in-the-moment filming can reach that you would likely miss with most/all other research methods”

Making an Impact in 2025: Video and Storytelling

Last week, we hosted an insightful afternoon focused on the power of video in making an impact in insight and marketing. Vox Pops International has previously hosted similar events, notably before COVID-19, demonstrating the undeniable influence of video.

This year, we honed in on how video and storytelling can truly drive results for our clients, and make an impact. Whether it’s crafting engaging content, refining brand positioning, or bridging gaps between organisations and their consumers, it was interesting to explore how video can be used in a magnitude of ways.

Meeting Budget Constraints While Making an Impact

As highlighted in our 2025 survey, budget constraints are a key challenge for many clients. Making content that delivers impact on a budget is top of mind. “Impact” refers to content that resonates across the business in a cost-effective way, influencing decisions and driving engagement.

Key Takeaways from the Event

How Video Creates Impact

Nick Rich, a leading insight consultant (ex-Nokia, ex-Carlsberg), kicked off the event by emphasising how often teams overlook video as a solution to their challenges. This difference is especially stark when you compare those in marketing, and advertising to teams in commercial and insight teams. According to our survey, marketing professionals are twice as likely as commercial and insight teams to incorporate video into their strategies.

One of the day’s highlights was an exclusive session by storytelling expert from Berkeley Communications, Chris Hewitt. Chris demonstrated how storytelling isn’t just for Hollywood but is essential for any business. He shared practical strategies for creating compelling, engaging, and consistent stories that resonate with customers and audiences alike.

Eleanor from Citizen’s Advice shared their experience using video as part of a rebrand. Engaging video can help tap into markets that may be unfamiliar with your services, especially when platforms like TikTok are used to reach a Gen Z audience.

Practical Ways to Engage and Influence Senior Stakeholders

A key theme of the event was engaging senior stakeholders through insight-led stories. Insightful videos are most valuable when they can cut through to decision-makers, and influence perceptions of the customer. Nikkita and Kate highlighted the importance of quick, engaging video content that can be easily delivered to senior stakeholders with their Friday newsletters. By bringing leaders closer to the customer’s experience, video is an essential tool and can influence decisions. It also can highlight the power of insight throughout the whole organisation.

Video also plays a diverse role across different teams. RHS shared their journey of how insight, internal communication, and marketing teams can leverage video to drive success across departments.

Proven Strategies: Using Insight-Led Video Across the Business

Jeremy from Just Eat presented proven strategies for using video to bridge the gap between executives and consumers. We were grateful to have senior leaders speak and share their expertise, shedding light on the practical applications of video in driving business results.

As we look ahead to 2025, insight-led storytelling will become even more crucial for businesses in both marketing and research. AI was also a topic that was brought up in our panel discussion, but the consensus was that while it can be a useful tool in many ways, it will not take over research as authenticity is important for clients.

Companies that tap into the power of storytelling, backed by real insights, will be better positioned to engage their audience, influence stakeholders, and create lasting impacts.