If marketing were a movie, video would be the lead actor, the director, and the entire production crew — rolling out blockbuster campaigns that keep audiences glued to their screens. Think about it: when was the last time you actually read a 4,000-word article instead of watching a 60-second video that explained the same thing with cool effects, snappy cuts, and an upbeat voiceover?

Exactly.

We’re in the era of video marketing dominance, where social media thrives on reels, marketing campaigns rely on dynamic storytelling, and brands that don’t embrace video? Well, they’re basically trying to win an Oscar without even showing up on set.

So, what’s next in video marketing? How do you improve your video content, stay ahead of the competition, and craft a video marketing strategy that actually works?

Why video marketing is important in 2025

Every year, video becomes even more powerful, and in 2025, it’s basically the most influential force in marketing. And here’s why:

People are hooked on video

We live in a world where people binge-watch 10-second TikToks for hours, and social media feeds are designed to keep you trapped in an endless loop of short-form content. Consumers are obsessed with video, and the statistics back it up:

  • 82% of all internet traffic is video content, and we may expect the number to increase even more in 2025.
  • The average person watches 17 hours of video per week.
  • Mobile users are twice as likely to share video content than any other type of post.

For marketers, this means one thing: if you’re not making videos, you’re in danger of being practically invisible.

And even if your brand isn’t flashy, you can make video marketing work. Boring industry? No problem. Some of the most successful brands have turned "boring" topics into viral content by using humor, storytelling, or just really good editing.

Remember the Old Spice commercials? Who would’ve thought that a deodorant ad could be so entertaining.

Video converts really well

You ever watch a product video and suddenly feel like you have to buy something, even if you didn’t need it five minutes ago? That’s video marketing doing its magic.

  • People retain information better when they watch it in a video (95%) instead of reading it (10%). It’s because most people are visual learners.
  • Adding video to a landing page can significantly increase conversions.
  • Marketing videos make brands seem more trustworthy (because seeing is believing, right?).

This is why brands aren’t just creating videos — they’re strategically placing them where they’ll drive the most conversions:

  • On product pages (to increase sales)
  • In email marketing (to boost click-through rates)
  • On social media ads (to stop people from scrolling past your content)

Google loves video

Here’s a fun fact: Google adores video content. If your website has embedded video content, it’s 53 times more likely to rank on the first page of search results.

Why? Because Google tracks engagement, and video keeps people on your page longer. More time on your site = better rankings = more organic traffic.

And remember to add keyword-rich titles and descriptions to your videos to help your content be appreciated by Google even more.

Now that we’ve covered why video marketing is practically a must for all brands, let’s talk about the latest trends that are taking it to the next level. If you want to stay relevant, these are the trends you need to jump on:

AI-generated video content

AI and automation are officially taking over. Don’t worry, it’s not The Terminator, but AI-powered tools are helping brands handle marketing video production in minutes — without needing a huge team.

AI can now write video scripts for you, edit videos automatically, and even generate realistic voiceovers that don’t sound like robots from the early 2000s.

So, if you’re still thinking whether you should use AI for video marketing, the answer is absolutely. The only thing you should always keep in mind while creating content with AI is it feeling natural, so don’t make it too robotic.

The short-form video takeover

Thanks to TikTok, short-form videos (under 60 seconds) are the way to engage an audience. YouTube Shorts, Instagram Reels, and TikTok are dominating social media, and brands that can hook viewers in the first three seconds will win big.

Winning short-form video formula:

  • Start with a hook (ask a question or tease something interesting).
  • Deliver value fast (don’t drag it out — get to the point as quickly as you can).
  • Use text, captions, and effects (keep it visually engaging and appealing).

Shoppable videos

Imagine watching a marketing video and being able to buy the product instantly — without leaving the video. That’s the future of eCommerce, and platforms like Instagram and TikTok are already making it happen.

How to Use Shoppable Videos:

  • Add clickable product links to your Instagram Reels.
  • Use TikTok’s Shop feature to let users buy directly.
  • Create interactive YouTube videos with direct purchase options.

Types of video marketing content that work in 2025

Now let’s talk about the actual types of videos that drive engagement, boost conversions, and make people hit that wonderful “Share” button.

Explainer videos

Ever tried explaining something complicated to a friend, only to watch their eyes glaze over? That’s where explainer videos come in — they turn complex ideas into simple, engaging stories.

They are usually short, animated or live-action videos that break down a product, service, or concept in a short period of time. People are busy. They don’t want to read paragraphs of text when a 60-second video can tell them everything they need to know.

Think Dropbox’s legendary explainer video that helped them skyrocket. Or the Dollar Shave Club commercial that wasn’t just funny, but was an explainer video disguised as a comedy sketch.

Product demo videos

Telling someone how amazing your product is? Doesn’t sound trustworthy. Showing them exactly how it works? Now that’s marketing gold.

Product demos are step-by-step demonstrations of a product in action, highlighting its features, benefits, and unique selling points. Their beauty lies in the fact that seeing is believing. Customers are more likely to buy if they understand how something works.

They are great for technical or high-ticket products (think Apple’s reveals that have become the golden standard for product demonstrations), beauty and skincare brands (tutorials on how to use a product for best results), and SaaS platforms (live walkthroughs of features). By providing extra explanations, product demos reduce customer doubts and boost confidence in the purchase.

Customer testimonial videos

We trust people more than we trust ads. That’s why watching real customers sharing their experiences with your product or service works so well. Think of it as word-of-mouth marketing — but in video form.

A good example is Nike’s “You Can’t Stop Us” campaign that featured real athletes and customers, sharing their stories. It wasn’t just about products — it was about inspiration, resilience, and brand identity.

Behind-the-scenes videos

People love seeing what happens behind the curtain. BTS videos humanize your brand, making it feel real and relatable. They don’t have to be polished, since authentic footage showing the people, processes, and culture behind a brand is the best choice for such content.

BTS videos make brands feel more personal and transparent and increase engagement because people love “sneak peeks”. Imagine a fashion brand showing how a collection is made, or an e-commerce business filming how they package orders. Not only is it interesting to watch, but it also helps your audience feel closer to you and your team.

User-generated content (UGC)

What’s better than creating your own marketing videos? Getting your customers to do it for you. UGC is videos created by real users showcasing a product, brand, or experience. Such content creates community-driven marketing without extra costs (which is always great, huh?).

People trust real people over professional, studio-made ads. Imagine you see your favorite cooking content creator showcasing a recipe with a brand’s products. We have a feeling this will make you want to purchase them more than simply watching a lifeless ad.

GoPro’s entire marketing strategy is built on UGC, and we know how great they’re doing. The brand encourages customers to capture and share videos using their cameras — and it’s worked brilliantly.

How to create a video marketing strategy that works

Creating videos without a strategy is like throwing spaghetti at the wall and hoping something sticks. Sure, you might get lucky, but wouldn’t it be better to have a plan? Here are some video marketing tips to help you with that.

Step 1: Set clear goals

What do you want to achieve with your videos? Your goal will determine what type of marketing videos you should create.

Brand awareness? Go for short-form social media videos and behind-the-scenes content. More leads? Create an explainer video or a detailed product demo. Higher engagement? Encourage user-generated content or host live Q&A sessions.

Step 2: Know your audience

Your audience is everything. You need to speak their language, understand what makes them tick, and create videos that cater to their interests.

Gen Z loves short, fast-paced content (Think TikTok and YouTube Shorts). Millennials engage with longer, value-packed content (Webinars, tutorials, and product reviews). Boomers? They prefer clear, informative content (Facebook videos, testimonials, and educational content).

Step 3: Choose the right platforms

Not all platforms work for every video marketing and GTM strategy. Here are a couple of ideas on how to handle this:

  • YouTube (except Shorts): Great for in-depth tutorials, reviews, and vlogs.
  • Instagram, YouTube Shorts, and TikTok: Short, engaging, and fun videos.
  • LinkedIn: B2B marketing videos and thought leadership content.
  • Facebook: Longer videos, livestreams, and ads targeting specific audiences.

Step 4: Plan your content in advance

It’s all about consistency. Create a content calendar and schedule your videos ahead of time. And don’t forget about current trends, seasonal campaigns, and audience behavior.

Step 5: Track Performance & Adjust

Use analytics tools to track how your videos are performing. Are people watching until the end? Are they clicking on your CTA? Test, tweak, and optimize for better results.

How to make high-quality video marketing content

You don’t need an extensive budget to make marketing videos that look professional. But you do need a few key ingredients:

Right tools

  • Camera: A good smartphone or a DSLR works wonders.
  • Lighting: Natural light is great, but ring lights and softbox lights can give your videos a polished look.
  • Microphone: Clear audio is non-negotiable. A bad mic can ruin even the best video.
  • Editing software: A good video editor for PC makes a huge difference.

Nail your hook

We hear it every day: attention spans are practically nonexistent. The first 3 seconds of your video determine whether people will keep watching or scroll past. Start with:

  • A bold statement (“Stop making this marketing mistake!”)
  • A question (“Ever wonder why your videos aren’t getting views?”)
  • A visually striking shot (slow motion, an interesting close-up, or a jump cut).

Keep it short and engaging

Unless you’re making an in-depth tutorial, shorter is better. Cut out the fluff, avoid long intros, and get straight to the point.

Video content best practices and ideas

Even the best strategy won’t work if your content is boring. Here’s how to keep your marketing videos fresh:

Storytelling always wins

People don’t just buy products — they buy stories. Instead of listing features, show how your product changes lives.

It’s like the aforementioned Nike, whose ads rarely focus on their shoes. Instead, they tell inspirational athlete stories.

Add subtitles

It seems that no one watches videos with sound anymore: 92% of videos are watched on mute. If you want people to get your message, including subtitles is a must.

Repurpose content across multiple platforms

One video can be chopped up and repurposed into several pieces of content:

  • Turn a long YouTube video into short TikTok clips.
  • Use snippets for Instagram Reels.
  • Extract the audio and turn it into a podcast clip.

Use calls to action (CTAs)

Don’t just end your video with “Thanks for watching.” Tell people what to do next: hit the subscribe button, click the link in bio to get started, or even just comment below with their thoughts.

Collab with influencers

Influencers aren’t just trendsetters — they’re the secret weapon for video marketing success. There are some benefits that such a collab can provide:

  • They expand your reach: Influencers have loyal followings, which means your videos will get in front of more people.
  • They build instant trust: When an influencer genuinely loves a product, their followers listen.
  • They create content for you: Instead of spending weeks producing a high-budget ad, why not let influencers create authentic content for you?

The bottom line

If you’re still on the fence about video marketing, let’s make this simple: people prefer video, brands that use video get more engagement and higher sales, Google rewards video content with better rankings.

The future is video-first, and the best time to start? Right now. So, get all your tools ready, start planning your video marketing strategy, and hit that record button — because the brands that master video in 2025? They’ll be the ones everyone is watching.