As we enter 2025, video marketing trends transform how we consume and engage with content. Video has become the backbone of digital strategies, driving exceptional engagement, increasing conversions, and building strong connections between brands and audiences. You're missing out on a golden opportunity if you’re not using video to amplify your marketing efforts.
But why is video so crucial? According to recent studies, video accounts for an astonishing 82% of all internet traffic due to Cisco, and 86% of businesses credit video directly with increasing their sales. It’s not just about numbers—video can evoke emotion, tell stories, and drive action, changing the marketing landscape over time. Read this guide to learn video marketing trends in 2025.
1. Short-form videos: video marketing trend
Short-form video content is a big video marketing trend for next year. Platforms like TikTok, Instagram Reels, and YouTube Shorts have changed the game, offering short videos that entertain, inform, and captivate in under a minute. These quick hits of content are incredibly effective at grabbing attention and keeping it, making them a go-to for brands wanting to connect with younger, time-strapped audiences.
Creating short-form videos isn’t just about keeping them brief—it’s about making every second count. Using an attention-grabbing hook that aligns with trending sounds and delivers a clear message in a video is essential.
Among the best practices for short videos, I would say these tips will help to increase engagement:
- Hook viewers within the first 3 seconds.
- Use captions for accessibility and silent viewing.
- Align content with trending topics or audio to increase visibility.
- Use trends and hashtags to maximize reach. Raw, authentic content performs best.
While TikTok is good for gaining views with its playful, trend-driven approach, Instagram Reels is perfect for showcasing products and driving sales. On the other hand, YouTube Shorts is an ideal platform for storytelling and building brand awareness, especially if you publish long videos as well.
2. Live streaming: real-time connections
Live streaming is taking the digital world by storm, offering a dynamic way to connect with audiences in real-time.
For example, Kai Cenat, a top Twitch streamer, achieved remarkable financial milestones. In June 2024, he broke a North American record with 712,600 peak viewers during a livestream. His 30-day subathon reportedly generated between $7.5 million and $14 million.
Whether it’s a product launch, a Q&A session, or a behind-the-scenes look at your brand, live video creates an authentic connection that’s hard to replicate.
The magic of live streaming lies in its immediacy. Viewers feel part of the moment, whether voting in polls, asking questions, or simply reacting in real-time. This interactive element not only boosts engagement but also builds trust.
To make live streaming work for your brand, plan ahead, promote your session, and engage actively with your audience throughout the event.
Best Use Cases for Live Streams
- Product launches to generate excitement
- Q&A sessions to address customer inquiries
- Behind-the-scenes glimpses to build rapport
Polls, live Q&A sessions, and clickable links during streams enhance engagement and make content more participatory.
3. Personalized Video Experiences
Personalization is key to creating meaningful connections with audiences. With AI-driven personalization and AI tools, user data can be analyzed to deliver video content aligned with individual preferences and behaviors.
Moreover, videos can change elements like text, visuals, or calls to action based on viewer demographics or past interactions.
The trend that scares me the most is the wide use of deepfakes that use someone’s face on the video, and the more technologies evolve, the less you can distinguish whether it is true or false.
Platforms like YouTube and Netflix excel at suggesting videos based on user preferences, keeping audiences engaged longer.
Personalizing content can take a lot of time and effort, but automation tools and efficient processes make it easier to handle.
4. Video SEO and Discoverability
Making your videos easy to find on search engines is very important if you want more people to see them. Start by using titles, descriptions, and tags with keywords that match what your audience is searching for. This helps search engines rank your video higher.
Adding your videos to a video sitemap also makes it easier for search engines to understand and display them.
For specific platforms, tailor your approach:
- on YouTube, use eye-catching thumbnails and include keywords in your tags;
- on Instagram, focus on writing engaging captions and using the right hashtags to reach a bigger audience.
- On TikTok, take advantage of trending sounds, keywords in captions, and hashtags to appear on users' For You Pages (FYP).
By optimizing your videos this way, you can boost their visibility and attract more viewers across all platforms.
5. User-Generated Video Content (UGC)
User-generated content (UGC) helps build trust and makes your brand feel more real. When customers share their own videos, it creates a sense of community and shows others that real people love your products.
To encourage UGC, you can run fun campaigns or contests, like Apple’s popular #ShotoniPhone, where customers share photos or videos they’ve taken with your product.
For example, Starbucks encourages UGC with seasonal campaigns like the "Red Cup Contest," where customers share creative photos of their holiday-themed drinks.
By featuring these photos on their official social media accounts, Starbucks highlights their customers’ creativity while growing a sense of belonging and excitement.
Sharing these customer-made videos on your official channels shows appreciation and inspires more people to join in. You can ask influencers or customers to create videos or social posts promoting your product for gifts or discounts. UGC is a great way to connect with your audience.
6. Video Analytics and Performance Metrics
Measuring success is important to know what’s working and what needs improvement. Key metrics to track include engagement rates like likes, shares, and comments, which show how people interact with your content.
You should also look at conversion rates, such as sales or sign-ups, to see if your videos drive action. Another useful metric is the view-through rate, which tells you how much of your video people watch.
Tools like Google Analytics, YouTube Analytics, and HubSpot are invaluable for gathering and analyzing data on your videos' performance.
- Google Analytics helps track website traffic driven by your videos, showing how many visitors your content attracts and how they engage with your site.
- YouTube Analytics provides detailed insights into how your videos perform on the platform. You can see metrics like watch time, audience retention, and thumbnail click-through rates. It also shows demographic data, helping you understand who is watching your videos and how they interact with them.
- HubSpot, on the other hand, is great for integrating video data into your overall marketing strategy. It allows you to track how videos contribute to email campaigns, landing pages, and lead-generation efforts.
With these tools, you can monitor what’s working, identify areas for improvement, and make informed decisions to optimize your video marketing strategy.
7. Emerging Video Technologies
Video marketing is being transformed by exciting new technologies like augmented reality (AR), virtual reality (VR), 360-degree videos, and shoppable videos. These tools are changing how brands interact with their audiences, making content more engaging, immersive, and actionable.
AR and VR bring a whole new level of interactivity to video. AR allows users to overlay digital elements onto their real-world environment, making it ideal for trying out products like furniture or makeup virtually. VR is perfect for interactive experiences like virtual tours, gaming, or training sessions.
360-degree videos offer a panoramic view, letting viewers feel part of the scene and illusion of control. These videos are great for industries like travel, where users can explore destinations, or real estate, where potential buyers can tour properties from their homes.
Shoppable videos are a game-changer for e-commerce. By adding clickable elements like product tags or purchase links directly within the video, brands can guide users seamlessly from viewing to buying.
Brands like Sephora use Instagram's shoppable features to tag products directly in their videos. For example, a tutorial on achieving a makeup look might include clickable tags for each product, allowing viewers to purchase items without leaving the app.
Nike hosted a live shopping event during Cyber Week, showcasing their products in real-time. Viewers could interact during the live stream and purchase directly through links provided, blending entertainment with seamless shopping.
These emerging technologies are not just innovations—they’re tools that can redefine how brands connect with their audiences, making video content more engaging and impactful than ever.
8. Video for Brand Building
Video is an excellent tool for communicating your brand values, allowing you to showcase what your company stands for in an engaging and memorable way. Through storytelling techniques, you can craft narratives highlighting your mission, vision, or commitment to causes like sustainability or innovation. Stories help humanize your brand, making it easier for audiences to relate to and trust you.
By tapping into emotions, video content can foster deep connections with viewers. For example, a heartfelt campaign about community impact or a behind-the-scenes glimpse into your team’s culture can leave a lasting impression.
Consistency in branding—such as maintaining a cohesive tone, style, and visual identity across platforms like YouTube, Instagram, and TikTok—is essential to ensure recognition and build loyalty. When used thoughtfully, video enhances brand visibility and turns casual viewers into long-term advocates.
9. Video Content Creation Tools and Resources
Creating high-quality video content is easier than ever, thanks to a wide range of tools and resources that cater to different needs and skill levels.
AI-powered tools like Pictory and Lumen5 help automate tasks such as editing, adding captions, and even generating videos from text, saving time and effort.
For quick and user-friendly editing, mobile apps like CapCut and InShot are perfect for creating polished videos directly from your smartphone.
For those seeking more advanced capabilities, professional editing software such as Adobe Premiere Pro and Final Cut Pro offer robust features for complex projects, allowing creators to produce cinematic-quality content.
Tools like Canva provide simple drag-and-drop functionality, which is ideal for adding branding elements or creating social media-friendly videos.
These tools make video production accessible to beginners and professionals, empowering brands to create engaging content without extensive technical expertise.
10. Video Marketing Challenges and Solutions
Video marketing comes with its share of challenges, such as capturing attention in an era of short attention spans and keeping up with ever-changing platform algorithms.
Studies indicate that marketers have approximately 2.7 seconds to engage viewers before they lose interest. Audiences can quickly scroll past content that doesn’t immediately engage them, while algorithm updates can affect video visibility and reach.
To address these challenges, focus on storytelling to make your videos memorable and emotionally engaging. A compelling story can capture attention quickly and keep viewers invested. Consistent posting is also key—regularly sharing content helps build audience trust and aligns with platform algorithms that reward active accounts.
Regarding production, prioritizing quality over quantity ensures your videos resonate with viewers, even if you post less frequently.
The Future of Video Marketing Trends
As we move into 2025, video marketing is entering an exciting era of innovation, with emerging trends reshaping how brands connect with audiences.
1. AI-generated content
AI-generated content is set to revolutionize video creation, allowing brands to produce personalized, high-quality videos at scale. From automated editing to tailored scripts, AI reduces production time while delivering bespoke and engaging content.
2. Voice search optimization
Voice search optimization is another key trend. With more consumers using voice assistants like Alexa and Google Assistant, ensuring videos are optimized for voice-based queries will be critical for discoverability. Brands that adapt their strategies to include voice-friendly keywords and clear, concise video descriptions will stand out in this growing space.
3. Emotion-driven video analytics
Emotion-driven video analytics will take audience insights to a whole new level. Using AI to analyze facial expressions, tone, and engagement levels, brands can measure the emotional impact of their videos. This data helps refine content to better resonate with viewers, creating deeper connections and stronger emotional engagement.
Together, these trends transform video marketing into a more intelligent, responsive, and impactful medium, enabling brands to stay ahead in an increasingly competitive landscape.
Conclusion
Video marketing is evolving rapidly, driven by trends like short-form content, live streaming, AI-powered personalization, and groundbreaking technologies like AR, VR, and shoppable videos. These innovations reshape how brands connect with audiences, offering more engaging and impactful ways to tell stories and build emotional connections.
By staying ahead of these trends and leveraging video’s unique ability to capture attention, brands can create strategies that resonate with modern audiences and drive meaningful results. Don’t wait—at M7, we can help you start integrating these trends into your video marketing strategy today and let video transform your digital engagement for the future.
