Video Marketing Trends in 2025: What Actually Works

All these trends actually contribute to your revenue in 2025. Go over them one by one here.

Videos keep ruling the digital marketing landscape. But how people create, watch, and engage with video content has changed over the years. What worked three to four years ago may not work now, especially with the domination of short, mobile videos that deliver content straight to your screen.

Internet users currently love authentic and relatable stories, and they expect high-quality videos to be uploaded on all social media platforms. Approximately 82% of global internet traffic originates from online video content. This huge figure alone shows how videos can be a valuable complementary tool in a marketing strategy.

You’re missing out on high visibility, robust engagement, and record-breaking conversions if you’re not prioritising video content in your campaigns. Whether you want to connect with your target audience, boost rankings on search engines, or increase brand awareness, effective video marketing is now an essential part of your work.

But what are the formats and trends that work in 2025? With many new formats, technologies, and channels to choose from, focusing your energy on one or a few trends makes all the difference. Let’s explore them here.

Key Takeaways:

• Short-form and vertical videos have a huge audience on social media.
• AI-assisted and personalised video creation cuts production times while preserving its engaging touch.
• Shoppable videos and live streams make brands human, driving conversions along the way.

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1. Short-Form Videos

Why It Matters

Short-form video content has a huge audience on Instagram Reels, YouTube Shorts, and TikTok. Bite-sized videos capture a person’s attention, increase watch time, and get more engagement than other formats.

Example

Brands like Duolingo create humour-driven short clips that turn their playful posts into viral campaigns.

Few Tips

Follow these steps when creating short-form videos:

• Keep your video under 60 seconds so more users can play your content.
• Use simple language when writing the script for your video. Keep the tone lighthearted and fun throughout the entire video length.

2. Vertical-First Content Is the Norm

Why It Matters

Most internet users watch video content on mobile devices. Vertical videos have also become the standard format for video content across social media channels, improving user experience and increasing engagement.

Example

Apple’s Shot on iPhone campaign produces high-quality videos that can be optimised for mobile traffic.

3. Sound-Off and Captioned Viewing

Why It Matters

Silent videos make content accessible—you can watch in public without any sound. This sound-off feature and closed captions keep the video engaging.

Example

News platforms like BBC News utilise captions, visual cues, audio descriptions, and sound-off features to ensure their content remains engaging in silent mode.

4. AI-Assisted Editing and Automation

Why It Matters

AI tools simplify the video creation process, enabling marketers to make professional-level edits within minutes. Automated editing keeps branding consistent and allocates more time for other important tasks.

Example

Tools like Pika Labs can generate and trim videos, as well as repurpose webinars into short-form videos.

5. User-Generated Content (UGC)

Why It Matters

UGC fosters trust, brings conversions, and improves the brand authenticity of a business. Consumers are more likely to see UGC as authentic than brand-produced content by 2.4x.

Example

GoPro uses UGC to show how their products are used, transforming their loyal customers into content creators.

6. Product Demos and Explainer Videos

Why It Matters

Explainer videos are still one of the most effective tools in your video marketing strategy. They convey complex ideas into digestible chunks, helping customers understand how a product or service solves their problems.

Example

Slack uses simple animated videos to explain its workflows—targeting tech audiences with easy-to-follow instructions.

7. Personalised and Data-Driven Videos

Why It Matters

Personalised video content drives engagement when it addresses viewers’ needs. Tailored videos let brands connect with their audience on a deeper level.

Example

If you’re using music streaming platforms, Spotify Wrapped is the best example of personalised videos. Spotify releases this every end of the year, complete with your streaming data, including the songs you frequently listened to within the last 12 months.

8. Webinars and Live Streaming Growth

Why It Matters

The global live streaming market is expected to reach $345 billion by 2030. That’s why doing live videos can help brands engage with audiences and build trust.

Example

HubSpot hosts live webinars and offers valuable insights with product promotions.

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9. Shoppable Videos and Live Commerce

Why It Matters

Shoppable videos walk the thin line between commerce and content. You can purchase products directly from videos without having to exit the website or platform.

Example

Convertri’s Video Player and TikTok Shop are among the platforms that bring shopping and entertainment together in one hub.

10. Accessibility and Inclusivity in Video

Why It Matters

Videos with sign language, descriptive audio, and subtitles make compelling video content available to a wider audience, improving brand image.

Example

Microsoft adds accessibility features in its marketing campaigns to make sure all audiences can enjoy and engage with its videos.

11. Smarter Measurement and Video Search Engine Optimisation (SEO)

Why It Matters

SEO doesn’t just apply to written content—videos are also tracked in terms of watch time, conversions, and engagement rate, so web pages rank high in search engines.

Example

Brands optimise video titles, thumbnails, and descriptions for their video content to be more visible on Google Search and YouTube.

12. Repurposing Across Multiple Channels

Why It Matters

Repurposing videos for various channels maximises the return on investment from each content piece. A single webinar can be chopped into short clips and microvideos and embedded into blogs for different platforms.

Example

Canva turns its tutorials into bite-sized videos for LinkedIn, YouTube Shorts, and Instagram.

13. LinkedIn and B2B Video Expansion

Why It Matters

Video marketers are turning to LinkedIn for B2B communication for its professional audience and thought leadership. They can post educational clips and product demos to generate interest and leads.

Example

Consulting firms post explainer videos and behind-the-scenes clips to make their brand relatable to professional audiences.

14. Human Creativity + AI Collaboration

Why It Matters

AI can automate video creation, but humans make it more authentic. When you create video content, combining emotional storytelling with automated editing is key to an effective video.

Example

Brands use AI to generate templates, but the creative teams write the script to balance scalability and emotion.

FAQs

1. Why are short-form videos a hit with the masses?

These videos fit perfectly with how people consume online video content—entertaining, mobile-friendly, and quick.

2. Which social media platforms are best for video marketing?

Use Instagram Reels, LinkedIn, TikTok, and YouTube Shorts to market your videos. 

3. How long should marketing videos be?

Sixty seconds are enough for short videos to be posted on social media. Longer videos, such as explainers, should be between three and 10 minutes long.

4. Does video increase brand awareness?

Yes, they do! People become more aware of your product or service when you post more videos.

5. How do I improve my video SEO?

Add relevant keywords, use captions, and optimise thumbnails to help search engines see and rank your content.

Make Your Video Strategy Work Double-Time in 2025

Videos are more than marketing tools—they’re one of the foundations of modern digital marketing strategies. Brands must adapt to new marketing trends to keep standing out and reach audiences amid tight and tough competition.

Use these video marketing trends in your campaigns today to market your products and services. And if you need a funnel builder to reach a bigger audience, Convertri is the way to go! 

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