Why Every Business Needs a Video Marketing Strategy in 2025

If a picture is worth a thousand words, then a video is worth a million. In 2025, video marketing is no longer a trend - it's the bedrock of any effective digital marketing strategy.

Whether you're a local bakery, a tech startup, or a global brand, if video isn’t a central pillar of your marketing plan, you’re not just missing out - you’re falling behind.

Photo by Jakob Owens on Unsplash

From TikTok to YouTube Shorts, Instagram Reels to LinkedIn videos, we’re consuming more video content than ever before and with faster mobile data, smarter AI and increasingly short attention spans, video has become the most powerful tool for engaging, educating, and converting audiences.

Whether they're shown on social media platforms, websites or email campaigns, video content continues to dominate consumer attention. Businesses that fail to incorporate a strong video marketing strategy risk falling behind competitors who leverage this engaging medium.

The Age of the Scroll-Stopping Video

Let’s face it: people scroll quickly. Very quickly. The average user spends just a couple of seconds on a piece of content before deciding to move on or engage.

Static text and images can get lost in the noise, but a video - especially one that’s short, smart and visually compelling - has the power to stop thumbs mid-scroll.

That’s exactly why platforms are prioritising video. Instagram shifted from photo-first to video-heavy algorithms. Facebook auto-plays videos in-feed. LinkedIn rewards video posts with more reach. Even Google now features video more prominently in search results.

If you’re not producing video content, you’re reducing your chances of being seen - regardless of how great your product or service is.

The Growing Dominance of Video in Digital Marketing

In recent years video has evolved from a "nice-to-have" to the undisputed king of digital engagement, with 91% of marketers calling it their highest-ROI content type (as per HubSpot, 2024).

Whether you’re a local shop or an industrial supplier, your customers now instinctively scroll past static posts, pause for videos and make decisions based on what they watch.

a. Consumer Preferences Favour Video

Studies show that over 82% of internet traffic comes from video content (Cisco). Additionally, 90% of consumers say video helps them make buying decisions (Wyzowl).

If you're in any doubt, I'm sure you'll agree that these numbers prove that audiences prefer video over text or static images. In 2025 and beyond, trust me, this trend will only grow stronger.

Platforms like TikTok, Instagram Reels and YouTube Shorts have conditioned users to consume bite-sized, engaging video content. Businesses that ignore this shift risk losing engagement and conversions.

b. Video Boosts SEO and Online Visibility

Like it or not, Google and other search engines prioritise video content. Websites with video are 53 times more likely to rank on the first page of Google, according to Insivia.

Additionally, embedding videos can increase organic traffic by 157% (Moovly) and with the rise of AI-driven search algorithms in 2025, video will play an even bigger role in SEO.

Platforms like YouTube (the second-largest search engine behind Google) provide businesses with an opportunity to reach audiences beyond traditional search results.

c. Social Media Algorithms Favour Video Content

If you're on any social media network, I'm sure you've noticed that these platforms are pushing video content more than ever:

• Facebook and Instagram prioritise Reels over static posts (both owned by Meta).

• LinkedIn videos see 3x more engagement than text posts.

• TikTok’s algorithm rewards high-retention videos with viral potential.

  
  

If your business isn’t creating video content, you’re missing out on massive organic reach.

What Makes Video So Effective?

1. It’s Engaging

Humans are visual creatures. Videos combine movement, sound, storytelling and often text - making them an all-senses experience. They spark emotion and are far more memorable than static content.

A viewer is likely to retain 95% of a message when watched in a video, compared to just 10% when reading it in text.

2. It Builds Trust

Video humanises your brand. Whether it’s a behind-the-scenes look at your company, a customer testimonial, or the founder explaining your mission, video allows audiences to connect with you on a deeper level. That connection builds trust and trust builds conversions.

3. It Boosts SEO

Search engines love video. Including video on your website increases the time visitors spend on your site, signaling value to Google.

Embedding YouTube videos can also improve your SERP ranking, especially if they’re optimised with keywords, tags and transcripts.

4. It Drives Conversions

Believe it or not, video can directly impact your bottom line. Including a video on a landing page on your website can increase conversions by over 80%.

Product demo videos reduce uncertainty and help potential customers envision the value. Even a 15-second explainer video on social media can lead to a measurable boost in sales or sign-ups.

Think Your Business Doesn’t Need Video? Think Again!

Some business owners believe video marketing is only for flashy consumer brands, not for B2B, professional services, or niche industries.

I can understand that as I've worked with numerous clients who thought that way too. In my experience, the truth is every business can benefit from video - it’s just about finding the right approach. You might be thinking:

• "My business is too technical or too boring."

  • Use explainer videos, case studies, or behind-the-scenes footage to simplify complex ideas and humanise your brand.

  • Often businesses for whom video may not seem like an obvious fit can benefit much more because they have less competition.

• "I sell to other businesses, not consumers."

  • LinkedIn videos, webinar replays and testimonial clips build trust with corporate buyers.

• "I don’t have a big budget."

  • Smartphone videos, user-generated content and repurposed footage work just as well as high-end productions.

Even industries like accounting, manufacturing, or legal services can leverage video for:

• Thought leadership (e.g., "3 Tax Tips for 2025" shorts)

• FAQ-style content (answering common client questions)

• Team introductions (making your business more relatable)

The key? Start small, stay authentic and focus on value - not perfection. Video in this context isn’t about being "entertaining"; it’s about connecting, educating and converting in ways text alone can’t.

If you're still hesitant, ask yourself; If my competitors are using video and I’m not, who will customers trust more?

Photo by Rubaitul Azad on Unsplash

Video Formats That Work in 2025

Whilst video content can seem daunting, the best part is you don’t need a Hollywood production budget to make effective videos.

Thanks to smartphones, editing apps and AI tools, businesses of all sizes can create engaging content with little or no outlay.

Here are some of the top-performing video formats for 2025:

• Short-form social videos - 15 - 60 second clips on TikTok, Instagram Reels and YouTube Shorts are ideal for brand awareness, entertainment and tips.

• Explainer videos - These break down your product or service into digestible, value-driven clips, perfect for websites and landing pages.

• Live videos - Host Q&As, tutorials, or product reveals in real-time on Facebook, Instagram, LinkedIn, or TikTok to build community.

• Behind-the-scenes content - Showcase your team, workspace, or manufacturing process to humanise your brand.

• Customer testimonials - A video review feels more authentic and powerful than written text.

• Educational content - Teach your audience something useful, whether it’s how to use your product or general industry insights.

Why 2025 Is the Year to Prioritise Video

The case for video marketing isn’t new, but 2025 and beyond presents a convergence of trends that make it especially urgent:

1. AI is Raising the Content Bar

Generative AI has exploded in recent months, especially in marketing which enables brands to churn out text and image content faster than ever. Whilst the use of AI can be a divisive topic for many, as the internet becomes saturated with banal, plagiarised AI-generated blogs and static ads, video remains harder to fake well and easier to personalise authentically.

Authentic, creative video content is your brand’s chance to stand out in a sea of sameness. It’s also the one medium where human faces and voices still matter most.

2. User Habits Are Fully Video-First

A decade ago, watching a video on a mobile device was a novelty. Today, it’s the default.

Global mobile video consumption is projected to account for over 80% of all mobile data traffic by the end of 2025.

Audiences - especially Gen Z and younger millennials - expect video. They want it. They’ll even search YouTube before Google when researching a product. If you’re not meeting them where they are, your competitors certainly will.

3. Video Is Now Affordable and Accessible

Professional video used to mean expensive equipment, studio lighting and costly editors. In 2025, that’s changed.

Smartphones shoot in 4K. Tools like Canva, CapCut and Adobe Express make editing simple. AI-generated voiceovers, subtitles and even avatars have lowered the barrier to entry.

Even if your team has zero filming experience, you can start creating decent videos in-house today and scale as you grow.

Incidentally, I've create a few other blogs on this subject which you can see linked at the end of this post.

4. Social Media Algorithms Demand It

Social platforms reward video content, plain and simple.

TikTok’s algorithm is purely video-based. Instagram pushes Reels above photo posts. LinkedIn favours video updates, especially when they feature a human speaking.

In 2025, not using video means fighting against the algorithms instead of working with them, and that’s a losing game.

5. Your Audience Is Making Videos Too

The rise of user-generated content (UGC) means your customers are already comfortable creating videos.

Many brands, including many of our clients, are seeing success not just from their own video campaigns, but from encouraging their users to share experiences on video.

Incentivising customers to create and tag you in TikToks or Reels builds social proof and extends your reach in ways traditional ads can’t.

Tips for Building a Video Marketing Strategy

Ready to get started? Here my recommendations on how to build a video strategy that works:

1. Set Clear Goals

What do you want your videos to achieve? Awareness? Education? Conversions? Your goal will shape the format, length, tone and the platform you use, i.e.

• TikTok & Instagram Reels - Brand awareness & engagement

• YouTube - SEO & long-form content

• LinkedIn - B2B marketing & thought leadership

• Website & Email - Conversion-focused videos

2. Know Your Audience

Tailor your video style to the platform and audience. A TikTok explainer for Gen Z should look and feel very different from a LinkedIn video aimed at executives.

3. Start Small, Then Scale

You don’t need a full production studio to start. Begin with a few smartphone-shot videos. Use free or low-cost editing tools. Track what works using the analytics (see #5) and scale accordingly.

4. Optimise for Each Platform

Always edit and format videos for their intended platform. Use subtitles (most people watch on mute), hook viewers in the first 3 seconds and include a call to action (CTA).

5. Measure and Adjust

Track metrics like views, watch time, click-throughs and conversions. Use that data to constantly tweak your strategy and get better with each video.

Conclusion: Video or Vanish

"Sow your seed in the morning, and at evening let your hands not be idle, for you do not know which will succeed, whether this or that, or whether both will do equally well." - Ecclesiastes 11:6

In 2025, the question isn’t should your business use video marketing - it’s how well you’re doing it. Video isn’t just a nice-to-have. It’s how people consume, connect and convert.

Whether you're selling cupcakes, coaching clients, or building software, video is your brand’s most versatile and effective storytelling tool. The businesses that embrace it will win hearts, minds and market share.

So grab your phone, fire up the camera and press record. The future of marketing is rolling and your audience is watching! Just make sure their watching you and not your competitors! #BelieveInSuccess

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Thanks for reading my blog, and I hope you found it useful. I'd love to know if you and your business have embraced video content. What works for you? What platforms do you use? Have you learned anything interesting about your customers through your content? What advice would you give someone just starting? Let me know in the comments below.

If you need help creating your video marketing strategy for 2025/26 or would like to discuss video production with us, please get in touch and let's have a conversation. We have over 2 decades of experience in this field, so trust us to create something special for you.

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