Brand video vs about us page: What actually builds trust
A brand video gives a clearer sense of your team than any About Us page. This article explains how video helps people understand who you are and why it matters.
Most teams reach a moment where their written story stops working. The About Us page looks polished, the copy is thoughtful, the values are in place - yet prospects still say they don’t fully understand what the company does or why it exists. Founders feel this most clearly. The message looks correct on paper, but the essence of the company isn’t actually landing. That gap isn’t a writing issue. It’s a format issue. Written content can explain structure, but it struggles to show the human depth that builds trust.
A brand video exists to close that gap. It doesn’t replace the About Us page; it gives it something written language can’t: tone, presence, and the emotional clarity that helps people understand who they’re dealing with.
A brand video exists to close that gap. It doesn’t replace the About Us page; it gives it something written language can’t: tone, presence, and the emotional clarity that helps people understand who they’re dealing with.
What an about us page communicates well
An About Us page does an excellent job of laying out structure: the company’s history, the milestones, the team layout, the origin story, the logic behind the product. Written content creates order. It gives people information they can scan quickly and revisit any time. But written form has limits. It can’t show how a founder speaks, how a team behaves together, or how a company feels in motion. It doesn’t reveal warmth or intention. And for most B2B buyers, those missing cues are the real trust signals.
Most readers skim an About Us page looking for something simple - confidence, competence, and signs that the team behind the product is reliable. These cues arrive slowly through text. In video, they arrive immediately.
Most readers skim an About Us page looking for something simple - confidence, competence, and signs that the team behind the product is reliable. These cues arrive slowly through text. In video, they arrive immediately.
What a brand video communicates immediately
What a brand video communicates immediately
A brand video carries the one thing written content can’t: human presence. Within seconds, a viewer hears tone, notices expression, and senses the thinking behind someone’s words. They pick up on honesty, energy, calmness, conviction, and clarity without having to interpret anything. For companies that feel misunderstood, this directness can change everything. A founder speaking plainly on camera cuts through abstraction much faster than a paragraph discussing the mission. A team member explaining their role makes the culture tangible. A client sharing a story turns value into something real.
Video communicates intention without effort. It shows how people think. It makes the company feel human. And because B2B decisions often carry risk, that feeling matters more than most teams realise.
Video communicates intention without effort. It shows how people think. It makes the company feel human. And because B2B decisions often carry risk, that feeling matters more than most teams realise.
Why seeing people works better than reading about them
When a buyer is considering your company, they’re trying to answer three questions: whether this is a real team and not an AI-driven scam, who they’re dealing with, and whether these people seem credible. Written copy can answer these, but it takes time and depends on the reader’s willingness to interpret tone. Video removes that effort. Humans read faces and voices instinctively. The viewer senses confidence or uncertainty, clarity or hesitation, alignment or disconnect.
A calm, interview-led brand video uses this instinct to your advantage. It builds trust without theatrics - simply by showing people as they are.
A calm, interview-led brand video uses this instinct to your advantage. It builds trust without theatrics - simply by showing people as they are.
What matters most isn’t cinematic spectacle. It’s clarity.
A strong interview carries more weight than any design choice because spoken truth lands
faster than written explanation.
A strong interview carries more weight than any design choice because spoken truth lands
faster than written explanation.
Real work examples where video shifted the message
When we filmed the brand video for AM Insights, the founder wanted something honest and grounded - a piece that captured five years of building the company without exaggeration or theatrics. We shaped the story through a simple interview combined with client voices, then wove it into a clear narrative about the company’s purpose and growth. The entire production took one week from concept to release, and the video immediately opened meaningful conversations on LinkedIn because it finally showed the person behind the brand.
For Cytec, we filmed seven interviews in a single day. The final videos helped both internal and external communication because the message suddenly had a voice and a face. Instead of long explanations, the company had a clean, consistent way to show its story. Further filming continued the same visual and narrative style, which gave the brand a stable identity across time.
With Luxoft, the repeated interviews slowly shaped their communication tone. Because the style stayed the same each time, every new video naturally slipped into their wider brand voice. It helped people get a clearer sense of who the company is and what it stands for, and slowly built a look and feel everyone now recognises as “Luxoft.”
Why strong brands use both
This isn’t a debate about which format is “better.” Both play a different role. The About Us page gives structure, detail, and a version of your story someone can revisit. A brand video gives clarity, honesty, and that first connection people need - the sense that the person on the other side is human too. Used together, they strengthen each other. The video makes the brand feel real; the page fills in the rest.
Teams refreshing their brand identity often rebuild these two pieces in parallel because they anchor the entire communication strategy.
This isn’t a debate about which format is “better.” Both play a different role. The About Us page gives structure, detail, and a version of your story someone can revisit. A brand video gives clarity, honesty, and that first connection people need - the sense that the person on the other side is human too. Used together, they strengthen each other. The video makes the brand feel real; the page fills in the rest.
Teams refreshing their brand identity often rebuild these two pieces in parallel because they anchor the entire communication strategy.
How to decide what your company needs first
Some companies start with the page. Others start with the video. The choice depends on where clarity is breaking down. If prospects misunderstand your offer, a brand video will solve that faster than rewriting paragraphs. If people grasp the product but still feel unsure about the team behind it, a founder-led interview creates immediate trust. If the company is scaling and hiring, both pieces help - one explains the structure, the other shows the culture. If you want a clearer sense of how we build these pieces for business clients, our corporate video production work is a good place to start. And if you’re preparing for a brand refresh, pairing the two builds a strong foundation for everything that follows.
If you’re reviewing your messaging or planning a brand video this year, we’re happy to talk through how interviews, narrative shaping, and clear visual communication could support your story. Tell us where clarity feels missing, and we’ll suggest a simple direction that fits your company.
Some companies start with the page. Others start with the video. The choice depends on where clarity is breaking down. If prospects misunderstand your offer, a brand video will solve that faster than rewriting paragraphs. If people grasp the product but still feel unsure about the team behind it, a founder-led interview creates immediate trust. If the company is scaling and hiring, both pieces help - one explains the structure, the other shows the culture. If you want a clearer sense of how we build these pieces for business clients, our corporate video production work is a good place to start. And if you’re preparing for a brand refresh, pairing the two builds a strong foundation for everything that follows.
If you’re reviewing your messaging or planning a brand video this year, we’re happy to talk through how interviews, narrative shaping, and clear visual communication could support your story. Tell us where clarity feels missing, and we’ll suggest a simple direction that fits your company.
FAQ
Why do teams feel that their About Us page isn’t landing, even when the writing is strong?
Written content can explain the company’s logic, but it can’t show tone, warmth, or the way people think. Most buyers want signs of credibility and intention, and text delivers those cues slowly. When the story feels flat, it’s usually because the format can’t carry the human depth behind the brand.
What does a brand video communicate that written content can’t?
A viewer picks up on tone, expression, and clarity within seconds. They understand how a founder thinks, how a team interacts, and what the company feels like. These signals create trust much faster than paragraphs of explanation because the viewer doesn’t need to interpret anything - they can simply watch and listen.
How do About Us pages and brand videos work together?
The page gives structure: history, logic, milestones, and context. The video adds the human layer that helps people understand who they’re dealing with. When used together, they reinforce each other - the video makes the brand feel real, and the page fills in the detail.
Why do founder interviews make such a difference in brand videos?
A founder speaking plainly shows intention in a way text can’t. Viewers sense confidence, calmness, and conviction through voice and expression. This immediacy helps people understand the story faster and builds trust before they learn the technical side of the product.
How do companies know whether they need a brand video or a stronger About Us page first?
It depends on where clarity is breaking down. If prospects misunderstand the offer, a brand video usually solves that fastest. If the product is understood but the team still feels distant, a founder-led interview provides the missing human link. When companies are growing or hiring, both formats help for different reasons.
Why does video tend to feel more trustworthy than text for B2B buyers?
Buyers make early decisions based on subtle human cues - voice, expression, and the way someone explains their thinking. Video delivers these cues immediately. It reduces uncertainty because the viewer can see the real people behind the story instead of interpreting tone from written copy.
Can video help companies with complex products communicate more clearly?
Yes. Complex products often become harder to understand when described in text. A simple interview, supported by client stories or light narrative, helps viewers grasp the purpose of the product without needing a technical explanation. It gives them a clear starting point before they dive into detail.
Why do companies that refresh their brand often create the video and About Us page at the same time?
These two assets anchor the whole identity. The page sets out the structure, and the video sets out the human truth. Building them together keeps the message aligned across sales, hiring, PR, and internal communication.
© All rights reserved. We stream
team@westream.uk
team@westream.uk