The growing importance of social media video

Stokely Howard, Creative Director at social media video production specialist Trendy Grandad, explains how retail brands can better utilise YouTube as part of their marketing strategies

Consumers are twice as likely to buy something they’ve seen on YouTube compared to other platforms.

But in a digital world dominated by fleeting trends, ever-changing algorithms, and shrinking attention spans, brand marketing is more challenging and more critical than ever. So when it comes to building trust, engagement, and long-term brand value, brands need to ensure they're moving beyond traditional advertising and building communities that drive long-term growth.

As consumer behaviour shifts towards on-demand, visual content, YouTube remains one of the most influential platforms for discovery, decision-making, and community-building. Yet many retail brands are still stuck in a traditional mindset.

The real opportunity lies far beyond this. By creating platform-native content and supporting production with tools like generative AI (GenAI), retail brands can position themselves at the centre of consumer attention, drive meaningful ROI, and nurture a loyal audience.

One-off ads vs always-on storytelling

To reap the rewards of YouTube, retail brands must rethink the platform not as a digital billboard, but as a content channel in its own right, a place where people come to learn, connect, and be entertained.

Today’s consumers expect more than over-scripted product promotions. They want transparency, personality, and purpose. YouTube is the perfect space for retailers to show the human side of their brand.

Brands can utilise:

• Behind-the-scenes videos showing how products are made or what daily life looks like inside your business.
  
  
• Tutorials and styling guides to help customers get the most out of your products.
  
  
• Customer stories and user-generated content (UGC) that offer authentic social proof and build trust.
  
  
• Founder-led or team content that fosters emotional connection and brand identity.
  

This kind of content improves visibility, increases watch time, and encourages return visits, helping brands build communities, not just audiences.

Supporting your team with smarter production

Creativity should always lead the way, but producing consistent video content can be resource-intensive. That’s where GenAI tools can provide helpful support, not to replace your creative team, but to streamline repetitive tasks and help scale efforts.

Used effectively, GenAI tools can:

• Repurpose long-form content into Shorts or platform-specific edits
  
  
• Generate captions, voiceovers or scripts for speed and consistency
  
  
• Create basic explainer videos for new products using stills and copy
  
  
• Produce content variants tailored to different markets or product lines
  
  

For retailers managing large inventories or frequent product drops, these tools can make content creation more manageable. The key is to use GenAI for high-volume, low-touch tasks, freeing your human team to focus on storytelling, strategy, and brand tone.

From ads to community-building

Retailers have long prioritised 30-second TV ads and cliche product demos. But that model is increasingly one-dimensional. YouTube offers something more valuable: the chance to build a two-way relationship with your audience through content that entertains, informs, and inspires.

Instead of just pushing product, YouTube allows: 

• A stylist to share five ways to wear the latest collection.
  
  
• Your founder to discuss the story behind a new product line.
  
  
• Loyal customers to feature in “real people, real style” episodes.
  
  
• Viewers to get a behind-the-scenes look at your warehouse or flagship store.
  

This approach builds brand stickiness. It invites people into your world, encourages comments and shares, and establishes trust, something even the most beautifully shot advert can’t do alone.

Why long-form video works for retail

Retail is visual by nature, but it’s also deeply emotional. Shoppers seek confidence in their purchases and a meaningful connection with the brand behind them. Long-form video gives retailers the time and space to tell rich, authentic stories that reveal the people, values, and craftsmanship behind their products.

Sharing regular content, whether it’s lookbooks, behind-the-scenes content, Q&As, or tutorials, creates a consistent rhythm and distinct brand personality, and gives audiences a reason to subscribe and engage over time.

Why now is the time for retail brands to act

YouTube is a space for storytelling, community-building, and long-term brand growth. The brands winning on YouTube aren’t just uploading videos; they’re creating ecosystems of content that reflect who they are, what they care about, and why they matter.

And while tools like GenAI can help ease the production load, authenticity and connection will always outperform automation alone.

Stokely Howard is Creative Director at Trendy Grandad, which works with retail businesses to create platform-first video content that connects, converts, and builds loyal communities, without losing what makes us human.

Get in touch to find out how it can help rethink a YouTube strategy and grow a brand through content that actually resonates.