Top Video Marketing Trends to Watch in 2025

Written by

Mango Media

Published on

26.3.2025

Top Video Marketing Trends to Watch in 2025

Introduction

The world of video marketing is evolving at breakneck speed, and staying ahead of the curve is essential for any brand that wants to remain relevant and competitive. With consumer behaviours shifting, platforms evolving, and technology advancing, 2025 promises to bring transformative changes to how video content is created, consumed, and shared.

In this article, we explore the top video marketing trends to watch in 2025, from immersive formats and AI-powered content to vertical video dominance and sustainable production practices. Whether you're a marketer, business owner, or content creator, these insights will help you future-proof your video marketing strategy and tap into the opportunities that lie ahead.

1. AI-Generated and Enhanced Video Content

Artificial Intelligence (AI) continues to reshape content creation. In 2025, expect to see widespread adoption of AI tools that can script, edit, subtitle, personalise, and even animate video content.

Key Benefits:

Faster production timelines
Hyper-personalised content at scale
Improved accessibility with auto-generated subtitles and translations

These tools are becoming more user-friendly and affordable, making them accessible even to small businesses. AI also enables brands to localise content for global audiences by automatically generating subtitles and dubbing in multiple languages.

Example: Brands like Synthesia and Runway ML are already enabling creators to build entire video projects using AI avatars and automation. Adobe's AI-powered tools in Premiere Pro are simplifying editing tasks like audio cleanup and scene transitions.

2. Interactive Video Experiences

As audiences seek more engagement, interactive video formats are gaining traction. Viewers can now make choices within the video, participate in polls, or navigate different story paths.

Popular Formats:

Shoppable videos
Choose-your-own-adventure stories
Real-time polls and quizzes

Interactive video not only offers a more engaging user experience but also provides brands with rich data on viewer preferences and behaviours. Marketers can use this data to refine future campaigns and segment audiences more effectively.

Why It Matters: Interactive videos not only increase watch time but also enhance user engagement and provide valuable behavioural data.

3. Short-Form Video Dominance

Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to shape how people consume content. In 2025, short-form videos will dominate social media strategies as they cater to shrinking attention spans and the demand for quick entertainment or information.

Best Practices:

Grab attention in the first three seconds
Keep videos under 60 seconds
Optimise for mobile-first viewing
Use captions for sound-off viewing

Pro Tip: Use short-form content to tease longer videos or drive traffic to full-length versions. Repurposing key highlights into short clips can also boost reach and engagement.

4. Vertical and Mobile-First Video Production

With mobile devices driving the majority of video views, vertical video is now the default format for many platforms. Brands must tailor their content for vertical display to maximise reach and engagement.

Production Tips:

Design content with mobile users in mind
Add bold captions and graphics to boost accessibility
Use fast-paced editing to match mobile scrolling behaviour
Avoid clutter and keep visuals simple and direct

Vertical video is particularly effective on TikTok, Instagram, and Snapchat. Brands that optimise for this format see significantly higher completion and interaction rates.

5. Livestreaming for Real-Time Engagement

Live video continues to be a powerful tool for brands looking to build authenticity and interact directly with audiences. In 2025, expect live commerce and real-time Q&As to become even more mainstream.

Use Cases:

Product launches and demos
Webinars and training sessions
Behind-the-scenes brand content

Livestreaming helps humanise brands and provides a platform for real-time customer interaction. With the integration of features like live shopping, brands can also convert engagement into immediate sales.

Platform Focus: Instagram Live, LinkedIn Live, TikTok Live, and YouTube Live are key platforms enabling brands to go live and engage their communities instantly.

6. Video Personalisation at Scale

Consumers expect content tailored to their preferences. With advances in AI and automation, video personalisation will become more accessible to brands of all sizes.

Examples of Personalised Video:

Customer name and location embedded in the video
Product recommendations based on user behaviour
Customised onboarding or support videos

By addressing viewers directly and tailoring messages to their specific needs, personalised videos create stronger connections and improve campaign performance.

Impact: Personalised videos can significantly boost engagement, click-through rates, and customer retention.

7. User-Generated Content (UGC) Integration

UGC continues to grow in importance as consumers trust peer content more than brand content. In 2025, brands will prioritise authentic, community-driven video content to build credibility.

Tips for Encouraging UGC:

Launch branded hashtag challenges
Feature customer reviews in video form
Reward contributors with recognition or incentives

UGC also allows brands to source creative content at scale, while demonstrating genuine product use in real-life scenarios.

Why It Works: UGC builds trust and strengthens brand loyalty while lowering production costs.

8. Focus on Accessibility and Inclusivity

Accessibility isn’t optional anymore—it’s expected. Videos must be designed with diverse audiences in mind.

Key Practices:

Add closed captions and subtitles
Use audio descriptions for visual elements
Design content for neurodiverse audiences

Inclusive video content ensures your message reaches a wider audience and complies with global accessibility standards.

Compliance Note: Following WCAG guidelines helps brands remain inclusive and legally compliant. Accessibility also improves SEO and user experience.

9. Sustainability in Video Production

As eco-consciousness rises, brands are taking steps to reduce their carbon footprint in video production.

Eco-Friendly Practices:

Use remote shooting and virtual sets
Minimise travel and physical resources
Collaborate with green-certified studios
Transition to digital-first distribution channels

Incorporating sustainability into your production process not only benefits the planet but also appeals to a growing base of eco-aware consumers.

Consumer Impact: Brands embracing sustainable practices are more likely to attract and retain values-driven customers.

10. Data-Driven Video Strategies

With more tools available for tracking viewer behaviour, 2025 will see a deeper reliance on data to inform content creation. Marketers must move beyond vanity metrics and use data to create targeted, results-driven video campaigns.

Analytics to Watch:

Watch time and drop-off points
Engagement and conversion rates
Platform-specific performance comparisons

Actionable Insights:

Identify content types with the highest ROI
Optimise publishing schedules based on audience activity
Segment content for specific audience groups

Use Tools Like: Google Analytics, YouTube Studio, HubSpot, Wistia, Vidyard, and Meta Business Suite

Final Thoughts: Staying Ahead in 2025

Video marketing is rapidly evolving, and 2025 will bring exciting innovations that redefine how we connect with audiences. To remain competitive, brands must embrace emerging formats, invest in smart technologies, and prioritise authenticity and inclusivity. The future belongs to those who are willing to experiment, adapt, and keep their audience at the heart of every video strategy.