Video Marketing Trends To Watch In 2025
2025 is set to be a transformative year for video marketing. With consumer behaviours evolving and platforms increasing their prioritising of video content, businesses have more opportunities than ever to connect deeply with their audience, foster meaningful engagement, and achieve measurable results.
Whether you’re just starting with video or refining your strategy, understanding the year’s key trends is essential for staying competitive. The standout trends shaping 2025 are:
- Employee-Generated Video Content: Turning your team into authentic brand ambassadors.
- Short-Form Vertical Video: Embracing mobile-first content that captivates quickly.
- Authenticity and Emotional Connection: Telling real, relatable stories that resonate.
- Shoppable Video Content: Converting video views into seamless sales.
Here’s a closer look at each trend and actionable steps to integrate them into your video strategy.
Employee-Generated Video Content
Your employees are your brand’s best advocates. Their passion, expertise, and unique perspectives can humanise your business and create a genuine connection with your audience.
Why It Works For Video Marketing
- Adds authenticity: Videos featuring real employees feel personal and relatable, building trust.
- Leverages internal expertise: Employees can explain your products, culture, or values better than any outsider.
- Expands reach: When employees share these videos on social media, they tap into their networks, significantly increasing visibility.
How To Start
- FAQ Videos: Record your team answering common questions about your products or services.
- Day-in-the-Life Series: Showcase your workplace culture through candid videos of team members.
- Quick Tips & Stories: Create short clips of employees sharing expertise, tips, or anecdotes that highlight your brand’s personality.
Pro Tip
Leverage LinkedIn’s video feed to amplify these videos. With the correct upload best-practices, these videos can organically reach tens of thousands of your ideal customers at zero cost.
Short Form Vertical Video
Short-form vertical videos continue to dominate platforms like Instagram Reels, TikTok, and even LinkedIn’s feed. Their quick, engaging nature makes them ideal for capturing attention in a mobile-first world.
Why It Works For Video Marketing
- Mobile-friendly: Vertical video aligns with how people naturally hold their phones.
- Quick storytelling: Bite-sized content grabs attention without overwhelming viewers.
- Algorithmic preference: Platforms prioritise short-form video, increasing organic reach.
How To Start
- Repurpose Content: Transform long-form videos into attention-grabbing vertical snippets with compelling hooks.
- Tease New Campaigns: Create short videos that hint at upcoming launches, events, or initiatives.
- Dynamic Editing: Incorporate text overlays, fast cuts, and subtitles to keep viewers engaged and ensure accessibility.
Authenticity And Emotional Connection
Consumers are moving away from polished, corporate ads in favour of content that feels genuine and human. Authentic storytelling builds emotional bonds that deepen brand loyalty.
Why It Works For Video Marketing
- Memorability: Emotional stories leave a lasting impression.
- Fosters trust: Seeing real people and stories behind a brand builds credibility.
- Encourages interaction: Relatable videos prompt comments, shares, and engagement.
How To Start
- Share Your Origin Story: Tell the story of how your business began, highlighting challenges and triumphs.
- Capture Honest Testimonials: Film unscripted customer testimonials to showcase authentic experiences.
- Behind-the-Scenes Content: Document your team’s journey during brainstorming sessions, project launches, or community events.
Pro Tip
Use captions like “The story behind [Your Brand]” or “Meet the people who make [Product] possible” to draw in viewers emotionally.
Shoppable Video Content
What Are Shoppable Videos?
Shoppable videos integrate clickable elements (like links or hotspots) within the video itself. These interactive features allow viewers to click on products displayed in the video and purchase them immediately, without leaving the platform or interrupting the viewing experience.
This is done in several ways:
- Product tags: Viewers click on a product shown in the video to learn more or buy.
- In-video links: Text or buttons appear during the video, directing viewers to purchase pages.
- Pop-up interactions: Links or product images appear as the video plays, allowing immediate action.
For example, a beauty brand could showcase how to use a skincare product in a tutorial. As the product is applied, a clickable link could appear on screen, allowing the viewer to purchase it immediately, right from the video.
Why It Works For Video Marketing
- Streamlined Conversion: Reduces the steps between interest and purchase.
- Engages Viewers: Interactive features encourage longer watch times.
- Tracks ROI: Easily measure how videos contribute to sales.
How To Start
- How-To Videos: Showcase your products in action, with clickable purchase links.
- Interactive Tours: Add hotspots to videos showcasing multiple products or services.
- Clear CTAs: Use phrases like “Shop Now” or “Add to Cart” for immediate action.
What’s Next for Your Video Strategy?
These trends aren’t just exciting; they’re actionable. Whether you’re building your video presence or refining an existing strategy, 2025 offers incredible opportunities to connect with your audience and grow your business.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your future audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.