Why Brand Documentaries Are Growing in Sweden

In today’s fast moving media landscape, attention is hard won and authenticity is what earns it. That’s why more brands are turning to documentary storytelling as a marketing tool. It’s not just a creative choice, it’s a strategic one. And in Sweden, the rise of brand documentaries is especially noticeable. Here’s why.

From Hard Sell to Human Storytelling

In Sweden, we’re seeing a clear shift in how companies approach communication. Rather than pushing products, brands are investing in long form, authentic storytelling that builds trust over time.

From sustainability focused startups to innovative public sector campaigns, more Swedish organizations are choosing documentary style videos to reflect what they stand for. It fits with the values many Swedish brands build on: transparency, impact, and human connection.

With the rise of digital first strategies, even smaller companies are realizing that a well crafted film can work across channels from social media to investor presentations.

Legora’s CEO presentation, filmed by Film8

Sweden’s Digital Culture Is Built for Video Storytelling

Several trends in Sweden’s culture and media consumption make it a fertile ground for branded documentaries. According to Meltwater (2023), 85% of Swedes use social media daily, while 95% consume moving image content each day — including television, streaming platforms, and web videos (NordMediaNetwork, 2022). On average, Swedes spend 138 minutes per day watching video content. This high level of engagement indicates that Swedish audiences are already active on the platforms where long-form branded content can thrive, and they are accustomed to consuming rich, visually driven storytelling.

A Trusted Media Landscape Favors Documentary Formats

Sweden’s media environment values trust and quality storytelling. Public broadcasters like SVT (Sveriges Television) enjoy high trust and regularly feature documentary content which shapes audience expectations.

Swedish consumers are more likely to trust messaging that feels journalistic or real. When brands adopt a similar tone grounded in facts and human experience they tap into that trust.

As Seeders notes, Swedish advertisers are often celebrated for “captivating audiences with impactful visuals and storytelling”, using sleek design and emotional depth instead of hard-sell tactics (Seeders, 2023).

Cultural Priorities: Sustainability, Transparency & Purpose

Swedish consumers place high importance on sustainability, ethics, and social impact. Research shows they respond more positively to brands that demonstrate these values, rather than just stating them (Seeders, 2023).

Documentaries are perfect for this. A short film can explore a sustainable supply chain, showcase a community initiative, or highlight behind-the-scenes transparency, all in a way that feels authentic and believable.

The Swedish concept of “lagom” (balance, humility) also plays a role. Flashy, boastful marketing often falls flat while calm, grounded storytelling wins trust.

An interview with Peace Bird Designer made by Film8

Social Media + Streaming = Ideal Channels for Brand Films

Sweden’s social and streaming habits make it an ideal environment for branded documentaries. With 85% of Swedes using social media daily (NordMediaNetwork, 2022), and video posts receiving nearly twice the engagement of other content formats (Brama, 2023), the appetite for visual storytelling is clear. Swedes consume nearly seven hours of media per day, with moving images dominating that time (NordMediaNetwork, 2022). This creates a powerful opportunity for brands: a well-crafted 5- to 20-minute brand film can thrive on YouTube, be repurposed into a series of Instagram Reels, and even spark meaningful conversations on professional platforms like LinkedIn.

Final Thoughts: Why Now?

Sweden’s audiences are digitally savvy, socially conscious, and used to thoughtful storytelling. The traditional ad format doesn’t land like it used to, but a documentary approach offers a way to build trust and stay relevant.

At Film8, we help brands craft authentic, emotional, and cinematic stories that resonate. Based in Stockholm, we work with organizations across industries to turn their purpose into something people genuinely want to watch. Learn more about Film8’s service here.

Sources

Meltwater (2023). Digital 2023: Sweden. http://meltwater.com

NordMediaNetwork (2022). Media Use and Video Trends in Sweden. nordmedianetwork.org

Seeders (2023). Swedish Branding Insights. seeders.com

http://Brama.se (2023). Why Video Content Works Better in Sweden. brama.se

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