Why Your Family Business Needs a Film

Did you know that an embedded video can increase the traffic to your website by up to 55%? In the past, a company’s use of video and film was limited to TV adverts and the occasional corporate training video. Today, businesses across a multitude of industries realise that short documentary films are effective promotional tools and are redefining the use of video in their branding strategies to take advantage of this powerful traffic boost.

In 2019, the number of businesses utilising film in their branding strategies is a whopping 87%, and family businesses are uniquely predisposed to harnessing the power of film as a visual storytelling method. As Ingmar Bergman said, “Film as dream, film as music. No art passes our conscience in the way film does, and goes directly to our feelings, deep down into the deepest rooms of our souls.” Recognising that a short film is relatable, engaging and easily sharable online, an increasing number of successful family businesses is commissioning filmmakers to help them tell their stories and connect with clients. 

If the stats don’t speak clearly enough, here are four undeniable reasons why your family business needs a film.

1. Your Family Business Has Compelling Stories to Share

Part of what makes family businesses so attractive to customers is the origin stories behind their success.

Part of what makes family businesses so attractive to customers is the origin stories behind their success. How did the family business get its start? Are grandpa’s old adages and sayings still heard on the factory floor? Does grandma’s teapot still reside in the break room? What kinds of hardships or challenges has the family had to overcome to get where it is today?

While the family behind the business might take these bits of nostalgic lore for granted, this is exactly the kind of information that customers and clients love to learn. Companies that endeavour to tell their own origin story in a genuine and entertaining way build loyalty and trust with their clients. 

Estée Lauder, the iconic cosmetics brand, is a fantastic example of a family business that has leveraged their remarkable heritage towards their success. By highlighting their unique and storied history in a documentary short, Estée Lauder was able to articulate its culture, history and values to captivate its customers and win their hearts. 

2. Video Leverages Customers’ Emotions and Builds Loyalty

A short documentary about a family business can do more than capture the attention of a prospective client and entice them to purchase a product or service. When done well, a family business film also captures the imagination of the viewers and leverages their emotions, taking them on a journey that allows them to reflect on their own family memories. 

Family business films have the ability to delight, evoke nostalgia, impress and excite.

Family business films have the ability to delight, evoke nostalgia, impress and excite. A skilled filmmaker can shine a light on the personalities, milestones and apocryphal moments that make a family business so unique. Brand recognition and loyalty are the most valuable resources a business can harness, and a family business film can help to build both. 

3. An Experience that Brings Your Family Together

The experience of filming a short documentary can bring a family together in unexpected and meaningful ways. With the help of a professional filmmaker, everyone in the family can be actively involved in the creative process and contribute their ideas, reflections and opinions. This gives the family a chance to reflect on the values and culture of their business. 

Family businesses that have created documentary films can experience an increased sense of communication and a renewed shared purpose both during and after the process. This camaraderie and connection, in turn, adds even more authenticity to the finished project.

Consider this achingly beautiful documentary about one of the world’s oldest hotels, Houshi Ryokan, run by the 46th generation of the Houshi family. This lovingly crafted documentary chronicles the very modern worries of a family running a 1300-year-old hotel. The video has inspired a new wave of travellers eager to experience their traditional hospitality and keep the business alive.

The experience of filming a short documentary can bring a family together in unexpected and meaningful ways.

4. A Treasured Time Capsule for Generations to Come

In addition to bringing your family together, a family business documentary can act as a time capsule and cherished family keepsake for future generations. Watching family footage from years past is always an enjoyable experience that builds a strong sense of connection and family ties. 

When it comes to a family business, a documentary is a wonderful way to build and maintain a legacyand promote unity for the generations to come.

For instance, the hotel brand Oostwegel Collection chose to chronicle their own interesting story – in this case, their intergenerational handover – in a short documentary film. Created in partnership with ING, the film tugs at viewers’ heartstrings while simultaneously establishing their brand’s strong family values for future generations.