Documentary style videos must encompass three things: ethos (appeal to credibility), logos (appeal to logic) and especially pathos (appeal to emotion). The goal is to tell a story the audience will feel a connection with. An important feature of documentaries has always been emotional appeal and genuine character development, which leads to audiences connecting to your business on a more personal level. With every documentary, the intention should be to make viewers forget they are watching an advertisement. Through an impactful video, a subject can resonate with viewers. This level of attachment will lead to an attachment to your business, and a solid relationship with your audience.