Video marketing trends in 2025: Why your brand needs this strategy now

Video: The king of content

I might be a little biased—being a video guy and what-not—but video is a critical tool to have in your marketing toolbox. According to Wyzowl’s annual survey of marketing professionals and online consumers, 95% of marketers value video as an “important part” of their marketing strategy.[1]  

The percentage of business using video has dipped slightly to 89%, offering a clear opportunity for those still on the fence to step up their game.

Marketers have also found out how successful video campaigns can help with sales and brand awareness, with 88% of marketers saying video has helped them generate leads (that’s a lot of leads!) while 93% say video gives them a good return on investment (ROI)—an all-time high in the survey's history.

Additionally, 96% say video has increased brand awareness, and 99% credit video with improving customer understanding of their products or services—underscoring its value across multiple areas.

Nearly all marketers currently utilizing video say they’ll continue into 2023. Those who are not already onboard don't plan to miss out, with 68% of non-users planning to start leveraging the medium this year.

Let’s look a little closer at why marketers value video so much.

The value of video

“Losing ourselves in a good story seems to be part of our human DNA. . . . A good story can activate different parts of the brain in ways a spec sheet simply can’t.”

—Writing effective video scripts

Video continues to be the top-consumed medium on the internet, a title it has held for a while now. The traffic stays around longer, too. 82% say video marketing actively drives traffic—a slight dip, but still a strong indicator—and 84% of marketers say it keeps visitors on websites longer, emphasizing its power to increase dwell time.

Storytelling in videos helps establish a common ground, making a connection to the why and not just the what. Another reason videos are so popular may be that consumers find them easy to digest. 98% of survey respondents watched explainer videos to educate themselves about a product or service, and 87% said that it convinced them to spend their money.

For the first time, LinkedIn has emerged as the most widely used video marketing channel among marketers (70%), reflecting a shift toward B2B applications. Diversifying video formats is equally important. Marketers report increasing success with testimonials (60%), product demos (48%), and social media videos (69), indicating that authentic, human-centric, and short-form content are in higher demand. This shift underscores the value of meeting audiences where they are.

That is a massive medium to tap into. While 83% of people still want to see more video content from brands, this is a decline from previous years and could signal either content saturation or rising expectations of quality. Focus on creating high-quality, engaging videos that stand out.

Don’t be vexed by video creation

Video production can be challenging and time-consuming. 25% of marketers cite time as an obstacle, and 37% don’t even know where to start. 16% are unsure of the ROI of video marketing, although the outcomes reported by marketers already using video would seem to be overwhelmingly positive evidence.

Over half (51%) of marketers used AI to create or edit videos, though this is a steep drop from last year (75%). So far, AI can enhance workflow efficiency for basic tasks, such as automatic captioning or templates, but professional expertise remains crucial for delivering high-quality, storytelling-driven content.

It’s worth it to invest in taking your viewers on a journey and bringing your marketing to life. With a skilled partner, video is a realistic and wise choice. An agency or creative production shop experienced in video marketing can help take a lot of that uncertainty out of your projects. They’ve spent years creating video content and honing their craft, so they’ll be ready to start your video marketing journey when you are.

[1] Wyzowl is the source of all statistics in this article.