St. Louis, MO – January 17, 2023 – If you have been around the public relations world for any time, you may have heard the term brand journalism thrown around.

What exactly is brand journalism and why is it the future of video storytelling in PR?

Simply put, brand journalism is the practice of using journalism-based storytelling techniques to communicate a brand's message and values, rather than traditional advertising methods.

Brand Journalism is about telling an honest story authentically using the techniques of traditional journalism.

While there isn’t a universally accepted definition of “brand journalism,” at STORYSMART we define brand journalism as journalism commissioned on behalf of brand to serve a brand objective .

Brand journalism is about communicating news or information without selling.

Telling, not selling we like to say. Tell an honest story.

Today, brand's must invest in storytelling. Especially video storytelling. Video brand journalism is the most-effective tool most brands can easily deploy to undertake their own storytelling in an honest and authentic way that will connect with their target audience or what we call "brand community."

The big difference between brand journalism and traditional journalism isn’t how the story is prepared, but who commissioned it and why. In the marketing world, you would justify brand journalism as a way of building your brand and enhancing brand loyalty.

In a world where news and information is disseminated via a shareable link, public relations professionals are committing PR malpractice if they are not investing in telling their clients story directly using video brand journalism.

Brand storytelling and brand journalism have a long history in the United States. John Deere has been publishing “The Furrow” since 1895 to help farmers. I grew up reading the St. Louis Review (a publication for Catholics in St. Louis), and AAA magazine, a travel-based publication for those where were members of the auto club.

Today, AARP sends their monthly magazine to my home. Yeah, I’m old. These are all non-video examples of brand journalism.

And when it comes to storytelling, there's no denying the power of video today. It is hands down the most important medium of communication in world driven by the internet and social media.

So, it's no surprise that brand journalism is quickly becoming the future of video storytelling.

Let's start with the most important aspect of any story- building trust and credibility with your audience. Traditional advertising methods can come across as insincere, but brand journalism allows you to create authentic stories that show, not tell, the audience who you are and what you stand for. By being transparent and real with your audience, you're more likely to gain their trust and loyalty.

But let's be real. Authenticity alone won't keep your audience hooked. That's where the art of video storytelling comes in. Brand journalism video storytelling allows you to create compelling stories that not only showcase your brand, but also resonate with your audience on an emotional level. You see, people remember stories, not statistics. So, by using video brand journalism to tell your brand's story, you're more likely to make a lasting impression on your audience.

Just check out some of our work we have been doing for our STORYSMART clients to get a sense of how you might approach using brand journalism with your video storytelling. Everything we’ve done for clients at STORYSMART has been built around an interview model akin to television journalism.

Another perk of using brand journalism in video storytelling is that it allows you to convey your brand message and values in a more subtle – and we believe – authentic way.

Instead of shoving a sales pitch down your audience's throats, brand journalism allows you to integrate your message into the story in a way that feels natural. Your audience will be more likely to remember your message and, in turn, associate it with your brand.

But, let's not forget the real reason why we all love stories- the emotional connection. Video storytelling using brand journalism allows you to tap into your audience's emotions, making them more likely to remember your story and, in turn, your brand.

And, let's be real, who doesn't want to influence public opinion? Brand journalism allows you to do just that by creating stories that align with your brand's values and message. By doing so, you're not only building trust and credibility with your audience, but you're also shaping the way they see the world (and your brand).

But, what about the future? Will brand journalism continue to be the future of video storytelling? Yes.

Emerging technologies, such as virtual reality and 360-degree video, are allowing brands to create even more immersive and engaging experiences for their audience. And, with brand journalism at the forefront, these new technologies are only going to enhance the story- telling experience.

In conclusion, brand journalism is quickly becoming the future of video storytelling. By using storytelling techniques to communicate a brand's message and values, brands are able to build trust and credibility with their audience, create authentic and compelling stories, and influence public opinion. So, put down the statistics and pick up your camera and go interview someone to tell an honest story in an authentic way by using brand journalism. You will quickly see that brand journalism is the way to go.

Now, don't just take our word for it, give it a try and let us know what you think!

--Ron Watermon with ghostwriting assistance from OpenAI (ChatGPT)

About STORYSMART

You have a story to bring to the screen, but you don't have the time or resources to do it yourself. Telling your story well with video can be hard. And let’s be brutally honest. No app will turn you into a great filmmaker. Few can produce a do-it-yourself (DIY) video or film we actually want to watch, much less remember.

To do justice to your story on screen, you need the right skills and equipment, not to mention time, money and talent.

That is why STORYSMART developed our premium video storytelling as a service. We help clients tell their story in the amazing way they deserve with a proprietary done-for-you video storytelling service unlike any other.

STORYSMART provides a nationwide premium video storytelling service that empowers clients to have their stories told professionally while retaining their intellectual property rights as though they did it themselves.

STORYSMART provides clients an experienced television reporter or journalist filmmaker to help them tell their story following our proprietary high-integrity brand journalism system. Our transparently priced premium services for agencies, businesses and families ensures that each client gets an authentic, high-quality story they own the intellectual property rights on forever.

About Ron Watermon

Ron Watermon is the founder and CEO of STORYSMART, a premium video storytelling technology startup that empowers anyone to have their stories told professionally while ensuring they retain the intellectual property rights on their productions.

A creative and innovative communications leader with nearly three decades of experience, prior to founding STORYSMART, Ron was responsible for modernizing the St. Louis Cardinals communications by leading the team’s investment in video storytelling, brand journalism, fan engagement and social media.