29 Aug What’s Actually Working in Marketing in 2025? Let’s Talk Video

Marketing is changing faster than ever, and if there’s one trend that continues to dominate in 2025, it’s video. Consumers are watching more video content across platforms than ever before, and businesses that embrace it are seeing the payoff in engagement, visibility, and conversions. But not all video strategies are created equal.

What worked five years ago doesn’t necessarily work today – and in some cases, what worked last year is already outdated. So, what’s actually working in marketing right now? Let’s break it down.

Why Video Marketing Still Reigns Supreme

Video isn’t just another trend – it’s the core of how people consume content today. Studies show that audiences retain 95% of a message when it’s delivered through video, compared to just 10% when reading text. This makes video the ultimate storytelling tool.

In 2025, video is more than just about “going viral.” It’s about creating value-driven, authentic content that connects with your audience on their terms. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven that short-form video is here to stay. Meanwhile, long-form video on YouTube and streaming platforms continues to build authority and trust.

The secret isn’t just creating video – it’s creating the right video for the right audience at the right time.

Short-Form Video Is King of Attention

TikTok popularized the short-form video boom, but in 2025, every platform is prioritizing short video content. Instagram Reels, YouTube Shorts, and even LinkedIn video clips are where audiences are spending their time.

Why is short-form video so effective? It matches how people consume content today – fast, on-the-go, and in bite-sized pieces. Brands that deliver value, entertainment, or education in 30 to 60 seconds are the ones earning engagement and shares.

Tips for Businesses

 

• Focus on storytelling, even in under a minute.

• Use captions—many users watch with the sound off.

• Leverage trends, but add your unique brand twist to stand out.

• Prioritize consistency over perfection—posting frequently keeps your brand top-of-mind.

The beauty of short-form video is its accessibility. You don’t need a Hollywood budget – a smartphone and an authentic message often perform better than overly polished production. In fact, raw, unfiltered content often outperforms studio-quality videos because it feels more real to the viewer. If your brand isn’t leveraging short-form content yet, 2025 is the year to start.

Long-Form Video Still Builds Authority

While short clips grab attention, long-form content builds trust. YouTube remains the world’s second-largest search engine, and people actively go there looking for answers. Brands that invest in long-form video are creating:

• Tutorials and how-to guides.
• In-depth product reviews.
• Customer stories and case studies.
• Webinars and live Q&A sessions.

Long-form video establishes credibility and authority in your industry. If someone spends 10, 20, or even 30 minutes watching your content, that’s a powerful signal to Google, YouTube, and other algorithms that you’re delivering value. In 2025, the winning strategy is a mix: short-form video for reach and long-form video for depth.

Live Streaming Is Driving Real-Time Engagement

Another big player in 2025’s video marketing scene? Live streaming. Platforms like YouTube Live, Facebook Live, TikTok Live, and even LinkedIn Live are giving businesses the ability to connect directly with their audience in real-time.

Live video works because it’s interactive. Viewers can comment, ask questions, and feel part of the experience. Businesses are using live streaming to:

• Launch products.
• Host Q&A sessions.
• Run interactive workshops.
• Showcase events or behind-the-scenes moments.

 

The real-time connection helps build authenticity and community, which today’s audiences crave more than polished perfection.

Personalization Through Video

One of the biggest shifts in 2025 is the rise of personalized video marketing. With AI and data-driven tools, brands can now send individualized video messages to customers. Imagine receiving a thank-you video after making a purchase, or a birthday greeting with special discounts, personalized just for you. This level of personalization helps businesses stand out in crowded inboxes and feeds, while building stronger customer loyalty.

Example Use Cases

 

• Sales outreach: Send custom video introductions instead of standard cold emails.

• Customer support: Walk clients through solutions with quick, recorded video explanations.

• Onboarding: Welcome new clients or employees with tailored video guides.

Personalization shows customers that they’re not just a number – they’re valued.

Social Media Algorithms Favor Video

One of the biggest reasons video is thriving in 2025? Social media algorithms love it. Platforms like TikTok, Instagram, and Facebook prioritize video content because it drives higher engagement and keeps users on the platform longer.

That means if you’re not producing video, your chances of reaching new audiences organically are shrinking. Businesses that consistently post relevant, engaging video content see better visibility, reach, and engagement compared to static posts. In other words, video isn’t just effective – it’s essential if you want to stay visible in your audience’s feed.

Video SEO Matters More Than Ever

Video isn’t just for social media – it’s also a powerful driver of search engine visibility. Google continues to give video content priority in search results, often showing video carousels and snippets above standard text results. Optimizing your videos for search in 2025 means:

• Using keyword-rich titles and descriptions.
• Adding transcripts or captions.
• Embedding videos on your website or blog.
• Creating engaging thumbnails.

When done correctly, video SEO can increase your visibility, bring organic traffic to your site, and position your brand as an authority in your niche.

Authenticity Beats Perfection

If there’s one shift in consumer behavior that has shaped video marketing in 2025, it’s the preference for authenticity over perfection. Viewers want to see the people behind the brand, the unpolished moments, and the genuine experiences.

This doesn’t mean there’s no place for polished, branded video content. But it does mean that you shouldn’t wait until everything is “perfect” to start creating. Often, the videos that perform best are the ones that feel real, relatable, and human. If you’ve been hesitant to create video because of production concerns, remember: authenticity is your biggest asset.

Measuring Video ROI in 2025

Of course, no marketing strategy is complete without understanding ROI. The good news? Video is one of the easiest formats to measure. Analytics tools in 2025 make it possible to track:

• Views and watch time.
• Engagement (likes, shares, comments).
• Conversion rates (click-throughs and sales).
• Audience demographics and retention.

By analyzing performance, you can refine your video strategy and double down on what’s working. Video not only attracts attention – it drives measurable results.

Why Professional Help Delivers Higher ROI

While it’s easier than ever to create video content with just a phone, handing video strategy and production off to professionals can pay far greater dividends. A professional team brings expertise in storytelling, editing, branding, and distribution, ensuring your content not only looks good but also performs effectively.

DIY videos might save money upfront, but they often lack the polish, strategy, and reach needed to stand out in a crowded market. Professional video marketing maximizes your ROI by making sure every video aligns with your brand, engages your audience, and drives measurable results.

Ready to Elevate Your Video Marketing Strategy?

Video is no longer optional in 2025 – it’s the centerpiece of a winning marketing strategy. From short-form content that captures attention to long-form content that builds authority, the brands seeing the most success are those embracing video in all its forms.

At McWilliams Media, we help businesses like yours harness the power of video marketing with strategies tailored to your goals. Whether you’re looking to boost visibility, engage your audience, or drive conversions, our team is here to help you create video content that works.

If you’re ready to step up your video marketing game, let’s talk! Reach out today and discover how we can help your brand thrive with video in 2025 and beyond.