How to Tell Your Brand's Story in 90 Seconds of Video
Discover the complete method to captivate your audience and transform your prospects into customers through short-form video storytelling. Narrative structures, concrete examples and proven strategies.
In 2025, the average online attention span has dropped to 8 seconds (source : Microsoft Work Trend Index 2024). In this ultra-saturated digital world, telling your brand's story in 90 seconds is no longer a creative luxury : it's a strategic necessity.
The numbers speak for themselves : 88% of consumers want to see more videos from brands they love and short videos generate 1200% more shares than text and images combined (source : Wyzowl Video Marketing Statistics 2024).
But how do you condense the very essence of your brand, its values, history and promise into just 90 seconds ? This comprehensive guide reveals the exact methodology to create a brand video that captivates, moves and converts.
Why 90 seconds ? The science behind the optimal duration
The 90-second duration isn't arbitrary. It's the result of years of studies on digital consumer behavior and the neuropsychology of attention.
The sweet spot of digital engagement
Too short (less than 30 seconds) : impossible to develop an authentic emotional connection. You risk staying superficial and forgettable.
Too long (more than 2 minutes) : the drop-off rate explodes. 65% of viewers drop off after 2 minutes of video (source : Vidyard Video Length Study 2024).
90 seconds : the perfect balance point. This duration gives you enough time to build a complete narrative arc (initial situation, tension, resolution) while maintaining attention to the end. It's also the maximum duration that 82% of viewers are willing to watch on social media without losing interest.
The business impact of short videos
| Metric | 90-second Video | Video > 2 minutes | Improvement |
|---|---|---|---|
| Complete view rate | 56 % | 24 % | + 133 % |
| Share rate | 8.4 % | 3.2 % | + 162 % |
| Message memorization | 67 % | 42 % | + 59 % |
| Purchase intent | 48 % | 31 % | + 54 % |
Source : Compiled studies from Wistia, Vidyard and HubSpot 2024
The 3 narrative structures that work every time
Contrary to what many think, a good brand video doesn't just list your services. It tells a story that creates an emotional connection. Here are the three most effective narrative structures.
Structure 1 : the Hero's Journey (adapted)
This ancestral structure, popularized by Joseph Campbell, remains terribly effective even condensed into 90 seconds.
The Hero's Journey in 90 seconds
The Ordinary World (0-15s)
Present your typical customer in their initial situation, with their frustrations and daily challenges. Create immediate identification.
The Ordinary World (0-15s)
Present your typical customer in their initial situation, with their frustrations and daily challenges. Create immediate identification.
The Call to Adventure (15-30s)
Introduce your brand as the solution that will transform their situation. This is the moment of realization.
The Call to Adventure (15-30s)
Introduce your brand as the solution that will transform their situation. This is the moment of realization.
The Transformation (30-70s)
Concretely show how your product/service transforms your customers' lives. This is the heart of your story.
The Transformation (30-70s)
Concretely show how your product/service transforms your customers' lives. This is the heart of your story.
The New World (70-90s)
Conclude with the transformed life of your customers and launch a clear call to action. Create urgency to take action.
The New World (70-90s)
Conclude with the transformed life of your customers and launch a clear call to action. Create urgency to take action.
Concrete example : Nike "Find Your Greatness" (90s)
•Ordinary world : ordinary people in everyday situations
•Call : "Greatness is not reserved for the chosen few"
•Transformation : these same people pushing beyond their limits
•New world : realization that everyone can achieve their own greatness
Structure 2 : problem → Agitation → Solution (PAS)
This psychological structure plays on emotions to create an urgent need for a solution.
| Phase | Duration | Objective | Techniques |
|---|---|---|---|
| Problem (0 - 25s) | 25 seconds | Identify and validate the pain point | Rhetorical questions, recognizable situations, shocking statistics |
| Agitation (25 - 45s) | 20 seconds | Amplify the pain and urgency | Negative consequences, cost of inaction, accumulated frustrations |
| Solution (45 - 90s) | 45 seconds | Present your brand as THE solution | Concrete benefits, social proof, visual demonstration, CTA |
Concrete example : Slack "Make Work Better" (88s)
•Problem : endless emails, useless meetings, scattered information
•Agitation : plummeting productivity, frustrated teams, wasted time
•Solution : Slack centralizes everything, streamlines collaboration, gives back time
Structure 3 : the Foundation Story (Origin Story)
This approach humanizes your brand by sharing your deep "why". Particularly effective for mission-driven brands.
The ideal breakdown :
•0-20s : the founding trigger - What event triggered the creation of your brand ?
•20-45s : the initial struggle - What obstacles have you overcome ? This creates authenticity
•45-70s : the mission today - How you're concretely making a difference
•70-90s : the invitation - How your customers can join this mission
Concrete example : Patagonia "Don't Buy This Jacket" (82s)
•Trigger : founder's environmental awakening
•Struggle : going against the grain of consumerism
•Mission : create durable, repairable, responsible products
•Invitation : join the movement to preserve the planet
The 7 ingredients of an unforgettable brand video
Beyond the narrative structure, certain elements are essential to maximize your video's impact.
1. A powerful hook in the first 3 seconds
65% of viewers abandon before the 10th second if nothing hooks them. Your hook must be immediate and powerful.
Hooks that work :
•Provocative question : "What if your biggest obstacle was actually your greatest asset ?"
•Shocking statistic : "3 out of 4 businesses fail within 2 years. Here's why."
•Intriguing scene : a visually captivating situation that poses a question
2. A coherent and memorable visual identity
Your video must be instantly identifiable as yours. To learn more about the importance of visual identity in all your communications, check out our article : "Why your visual identity is the foundation of all your communications".
Video visual identity elements :
•Signature color palette : 2-3 dominant colors consistent with your branding
•Distinctive typography : unique fonts that reinforce your personality
•Recognizable visual style : animation, shots, transitions
•Recurring graphic elements : shapes, patterns, overlays
•Music/sound design : memorable sound signature
3. A clear dominant emotion
Neuromarketing studies prove it : purchase decisions are 80% emotional. Your video must target a precise primary emotion.
| Emotion | When to use it | Psychological impact | Brand example |
|---|---|---|---|
| Inspiration | Transformative mission | Aspiration to become better | Nike, Tesla |
| Joy | Lifestyle products, pleasure | Immediate positive association | Coca - Cola, Apple |
| Trust | Sensitive services (finance, health) | Reduces decision anxiety | IBM, Volvo |
| Urgency | Critical problems to solve | Triggers immediate action | Greenpeace, WWF |
| Belonging | Communities, movements | Need to be part of the group | Harley - Davidson, Patagonia |
4. Authentic and relatable characters
Gone are the days of too-perfect actors and sanitized scenarios. Authenticity has become the new requirement of the 2025 consumer.
How to create authenticity :
•Real customers : use real people, not professional actors
•Real situations : film in authentic environments
•True emotions : accept imperfections, they create connection
•Representative diversity : reflect the reality of your audience
•Natural language : no overly scripted, let people express themselves
5. Credible social proof
92% of consumers trust recommendations more than traditional advertising (source : Nielsen Trust in Advertising Study 2024). Subtly integrate social proof.
Forms of social proof in video :
•Spontaneous customer testimonials (5-10s each, dynamically edited)
•Impact numbers : "Over 50,000 transformed customers"
•Certifications / awards (quick visuals, no long focus)
•Media coverage (logos appearing briefly)
•Real use cases : measurable customer results
6. A unique and irresistible call-to-action
The fatal mistake : offering multiple possible actions. This paralyzes decision-making and kills conversion.
Golden rule : ONE clear and actionable CTA
- ❌ Bad : "Visit our website, follow us on social media and download our app"
- ✅ Good : "Book your free demo now" (single action, clear benefit, subtle urgency)
The most effective CTAs :
•Free trial / demo : reduces perceived risk
•Resource download : value exchange
•Free consultation : reassuring human interaction
•Early / exclusive access : creates sense of privilege
•Join the community : for mission-driven brands
7. Music that amplifies emotion without dominating it
The soundtrack can increase message memorization by 45% and purchase intent by 31% (source : Musicbed Psychology of Music Study 2024).
Music selection principles :
•Emotional coherence : music should reinforce, not distract
•Narrative evolution : tempo and intensity follow the narrative arc
•Strategic silences : don't underestimate the power of silence
•Balanced volume : music accompanies voice, doesn't cover it
•Clear usage rights : use platforms like Artlist, Epidemic Sound
The creation process : from idea to result (6 steps)
Creating a memorable brand video is not improvised. Here's the professional 6-step methodology.
Creating a 90-second brand video
Creative brief and strategy
Clearly define the objective, target, key message and dominant emotion. This is the foundation of everything.
Creative brief and strategy
Clearly define the objective, target, key message and dominant emotion. This is the foundation of everything.
Script writing
Write your story following the chosen narrative structure. Every word counts in 90 seconds.
Script writing
Write your story following the chosen narrative structure. Every word counts in 90 seconds.
Storyboard and art direction
Visualize each shot, define the visual identity, plan transitions. Preparation is 80% of success.
Storyboard and art direction
Visualize each shot, define the visual identity, plan transitions. Preparation is 80% of success.
Production and filming
Capture images according to the storyboard. Anticipate the unexpected and leave room for creative spontaneity.
Production and filming
Capture images according to the storyboard. Anticipate the unexpected and leave room for creative spontaneity.
Post-production and editing
Assemble, color grade, sound design. This is where the magic happens and your story truly comes to life.
Post-production and editing
Assemble, color grade, sound design. This is where the magic happens and your story truly comes to life.
Testing and optimization
Test with a sample of your target, gather feedback, adjust before the big launch.
Testing and optimization
Test with a sample of your target, gather feedback, adjust before the big launch.
Realistic budget : what does it really cost ?
Costs vary enormously depending on the quality level targeted and resources mobilized.
| Level | Budget | What's included | For whom ? |
|---|---|---|---|
| DIY / Low - cost | $500 - $2,000 | Smartphone, free software, you film and edit yourself | Startups, concept tests, first content |
| Semi - professional | $2,000 - $8,000 | Freelance videographer, decent equipment, pro editing | SMEs, local campaigns, regular content |
| Professional | $8,000 - $25,000 | Agency, complete team, pro equipment, advanced post - prod | Large campaigns, product launches, brand films |
| Premium | $25,000 - $100,000+ | High - end production, recognized talents, special effects | Major brands, national/international campaigns |
Often forgotten cost points :
•Music rights : $50-500 depending on usage
•Professional voice-over : $200-800
•Set/equipment rentals : $300-2000/day
•Actors/extras : $150-500/person/day
•Format variations : $300-1000 (square, vertical, subtitles)
Strategic distribution : where and how to distribute your video
Creating an exceptional video is not enough. Without an intelligent distribution strategy, even the best content remains invisible.
Optimized formats by platform
| Platform | Optimal format | Ratio | Technical specifics |
|---|---|---|---|
| YouTube | Landscape | 16:9 | 1080p minimum, catchy thumbnail essential |
| Instagram Feed | Square | 1:1 | Subtitles mandatory, strong visual hook |
| Instagram Stories/Reels | Vertical | 9:16 | Sound on by default, CTA as sticker |
| Square or Landscape | 1:1 or 16:9 | Professional tone, subtitles, native upload crucial | |
| TikTok | Vertical | 9:16 | Hook in 1st second, short text |
| Website | Landscape | 16:9 | Autoplay without sound, version with sound available |
3-phase launch strategy
Phase 1 : teasing (D-7 to D-1)
Create anticipation with 10-15 second excerpts, behind-the-scenes, mysterious teasers. Objective : generate curiosity.
Phase 2 : launch (Day D)
Simultaneous distribution on all priority platforms. Invest in paid advertising to amplify initial reach (crucial for the algorithm).
Phase 3 : amplification (D+1 to D+14)
Share reactions, create derivative content, engage influencers and ambassadors. Maintain momentum.
Measuring success : the KPIs that really matter
Vanity metrics (views, likes) are not enough. Here are the indicators that reveal real impact.
| KPI | What it measures | Good benchmark | Excellent benchmark |
|---|---|---|---|
| Complete view rate | % who watch to the end | > 40 % | > 55 % |
| 30 - second retention | % still present at video third | > 60 % | > 75 % |
| Engagement rate | (likes + comments + shares) / views | > 3 % | > 7 % |
| Click - through rate (CTR) | % who click on your CTA | > 5 % | > 12 % |
| Share rate | Shares / views | > 2 % | > 5 % |
| Attributed conversions | Direct business actions | Depends on sector | ROI > 300 % |
The ultimate indicator : business ROI
In the end, only one question matters : did your video generate more value than it cost ? Meticulously track :
•Leads generated attributable to the video
•Direct conversions from the video
•Brand awareness (pre/post studies)
•Website traffic generated
•Customer lifetime value (LTV) of customers acquired via video
Fatal mistakes to absolutely avoid
Years of experience have taught us that certain mistakes systematically kill a brand video's effectiveness.
- ❌ Mistake 1 : talking about yourself instead of to your customer. Nobody cares about your company. They care about what you can do for them.
- ❌ Mistake 2 : neglecting the first 3 seconds. If you don't capture attention immediately, the rest doesn't matter.
- ❌ Mistake 3 : wanting to say everything in 90 seconds. Focus on ONE strong idea. A diluted message is not remembered.
- ❌ Mistake 4 : underestimating the importance of sound. 85% of videos are watched without sound on mobile. Subtitles are not optional.
- ❌ Mistake 5 : forgetting the call-to-action. 50% of brand videos have no clear CTA. Result : high views, zero conversions.
- ❌ Mistake 6 : ignoring mobile optimization. 78% of video viewing happens on mobile. ALWAYS test on smartphone.
- ❌ Mistake 7 : producing without testing. Focus groups save tens of thousands of dollars in misplaced marketing budget.
Conclusion : your story is waiting to be told
Telling your brand's story in 90 seconds is one of modern marketing's most difficult exercises. But it's also one of the most powerful.
The 5 principles to absolutely remember :
- 1. Hook in 3 seconds : no second chance for first impressions
- 2. One emotion, one message : dilution kills impact
- 3. Authenticity beats perfection : people want real, not perfect
- 4. Test before deploying : focus groups prevent disasters
- 5. Measure what matters : business ROI, not vanity metrics
Your first video probably won't be perfect. And that's exactly the point. The algorithm favors consistency over perfection. Better to publish 4 good videos than wait 6 months for THE perfect video.
Define today what story you're going to tell. Write your script this week. Film your first version this month. Imperfect action beats perfect inaction, always.
Your brand has a unique story. 90 seconds is enough to share it with the world and transform strangers into loyal customers. All you have to do now is hit "record."