Why Authentic People Stories Hit Different
I want to share a few thoughts about something that’s been at the core of my work for years: the power of real stories told by real people.
When I worked for 1 News, the best stories, the ones that rang true and connected were always those where real people spoke authentically, and where the reporter helped them do that. This is also why shows like Country Calendar work so well. And half a million Kiwis agree each and every week.
We’re living in an age where slick content is everywhere. Algorithms can churn out half decent copy, AI can clone voices, and there’s no shortage of flashy graphics to dress things up. But when someone speaks from the heart, on camera, about their own life or mahi or community — people feel it. And they respond.
It’s not the polish, and it’s not perfection. It’s authenticity, because people connect with people.
Stories that resonate
Some of the most meaningful work we’ve done at SHINY has come from getting out into real environments, talking with real people, and letting their voices carry the message.
We began 2025 deep in Tairāwhiti with women and men who live forestry and who want to be part of making it better. They found that if you don’t tell your story, others will tell it for you, so were chomping at the bit to let the world see their enthusiasm for responsible working, and living a great life in that remote part of Aotearoa.
Take our work with Deano Yipadee — a creative force bringing joy to kids across Aotearoa, Australia and the UK. We’ve helped turn his musical characters into fully-fledged animated series, but the magic? That comes from Deano’s heart. His story. His energy. No tech can fake that kind of connection.
Or our mahi with the Ministry for Ethnic Communities, where we helped produce health support videos in 20 different languages. What made it land wasn’t just the production — it was the cultural depth and community voices leading the kōrero.
And then there’s the Health New Zealand Super Rugby Aupiki campaign. We got to hear from players, coaches and nutritionists about how alcohol affects performance. Not a script in sight — just honest reflections, in their own words, filmed where they live and train. That’s what made it stick.
Why authentic people stories matter
When you let real people speak for themselves, amazing things happen.
First, there’s trust. People can sniff out inauthentic content a mile away. But when someone’s sharing their own story — even if it’s raw, even if it’s imperfect — it lands differently. It feels true. That kind of honesty builds credibility fast.
Then there’s emotional connection. A well-told story draws people in, creates empathy, and sparks memory. In fact, studies show that we’re 22 times more likely to remember facts if they’re delivered as part of a story. That’s not just trivia — that’s strategy.
Authentic stories also drive action. Whether you’re trying to shift attitudes, sell a product, or rally support for a cause, people need to feel something before they act. Real stories create that emotional spark — they inspire, they motivate, and they convert. One study showed that video testimonials and personal storytelling increased conversion rates by up to 30%.
And finally, they build long-term loyalty. When people feel seen and heard, when they recognise themselves in a story, they connect with your kaupapa on a deeper level. That kind of engagement isn’t transactional. It lasts.
Letting people lead the story
At SHINY, our goal is always to find the human heartbeat in the message. Whether it’s a kaupapa-driven campaign, a brand story, or a community initiative, we’re looking for the person at the centre — the voice that brings it all to life.
That might be a farmer explaining a new environmental practice. A young athlete sharing their journey. A business owner talking about why they started. Whoever it is, they’re the reason people stop scrolling, lean in, and listen.
We use all the tools at our disposal — from solid camera work and smart editing to the latest tech that helps us do things more efficiently, and delivering to multiple platforms to reach people where they are. But none of that matters if we don’t start with something real.
Final thoughts
If you want people to care — not just click — then video is your most powerful, and cost-effective tool.
It captures tone, body language, laughter, emotion, the little pauses that text can’t carry. It lets someone look straight down the lens and tell their truth. And when we see that? We connect. We relate. We remember.
Authentic people stories deserve more than a paragraph on a page — they deserve to be seen and heard. Video brings them to life in a way nothing else can.
So if you’re thinking about making a video — whether it’s to promote your organisation, tell your story, or connect with your audience — start with people. Find those voices. Invite them to speak in their own way. And trust that the story will do the heavy lifting.
Because at the end of the day, people don’t respond to perfect. They respond to human.
Keen to have a yarn about how that could look for your kaupapa or business? I’m always excited to talk through ideas, so hit me up anytime.
Cheers,
Adam
www.shiny.video