You’re scrolling through your social media feed. Within seconds, you come across a funny cat video, a quick tutorial on cooking a one-pan pasta, and an inspiring story about a local entrepreneur. In the time it takes to scroll, you’ve consumed more video content than you likely would in an entire TV show episode.
Welcome to 2025, where video isn’t just entertainment—it’s an integral part of digital marketing.
Static posts and catchy taglines aren’t enough anymore. Today, brands must bring their stories to life in authentic, engaging, and instantly captivating ways.
So, why is video marketing so powerful, and how are businesses leveraging it to drive success?
From short-form videos that grab attention to educational content that builds trust, this article discusses the latest statistics and video marketing trends boosting conversions and brand visibility.
Video Marketing Trends and Statistics 2025
Video Adoption and Usage
- In 2022, online videos made up roughly 82% of all consumer internet traffic, a figure that’s 15 times higher than in 2017. (Source)
To put it in perspective, it has become 15 times more than in 2017. This shows how much video has taken over our online lives.
Whether watching tutorials, product reviews, or just scrolling through social media, videos are everywhere and have become a significant part of how we consume content daily. It’s no wonder brands are investing so heavily in video marketing.
- Currently, 91% of businesses utilize video as a marketing tool, marking an increase from 86% in 2022. This highlights the growing importance of video in marketing strategies. (Source)
This shows that more companies realize how powerful video content can be for reaching their audience.
Whether through social media, YouTube, or even on their websites, businesses increasingly rely on video to promote their products, share their stories, and engage customers.
- Six out of ten people would rather watch online videos than television. (Source)
More people now prefer watching online videos over traditional TV. Six out of 10 choose platforms like YouTube or TikTok because they offer more flexibility and personalized content.
Whether it’s tutorials or funny clips, viewers enjoy the on-demand access and variety, which shows that viewing habits are changing in the social media age.
Consumer Behavior and Engagement
- The average video retention rate was 54%, with a higher retention rate of 62% for videos shorter than 60 minutes. (Source)
This indicates that the shorter the video, the more likely viewers will watch it all.
This makes sense when you consider how people consume content these days—they want quick, easy-to-digest information, especially with so much competing for their attention. Keeping videos short and to the point can help hold people’s interest.
Live video on Facebook attracts 3x more engagement than carousels, the second most popular post type. (Source)
People connect with live content because it feels more natural and immediate, making it super engaging. Whether it’s a brand showing behind-the-scenes moments or influencers doing Q&A sessions, live video has a way of grabbing attention that other post types just can’t match.
- Seventy-two percent of consumers prefer watching videos to learn about a product rather than reading through the text in a user manual. (Source)
- Sixty-four percent of consumers are likely to purchase a product after watching branded videos on social media platforms. (Source)
Naturally, consumers would rather watch a quick video showing how something works than sit down and go through pages of instructions. It’s faster, easier to follow, and more engaging.
- Social media posts that include video receive 48% more views and are shared 1,200% more often than those that use only text and images together. (Source)
This shows that people are way more likely to engage with video content and pass it along to their friends, making it a powerful visual tool for brands to get their message out there. If you’re not using video on social media, you’re missing out on many potential views and shares.
- For B2B companies, the most popular video types included Testimonial Videos and Explainer Videos. (Source)
Most companies spend $15,000 or more to produce a single testimonial video. (Source)
It’s a significant investment, but it’s worth it for many businesses since testimonial videos can be an avenue for building trust with potential customers and boosting sales.
ROI and Marketing Benefits
- Approximately 87% of marketers reported a direct increase in sales through video. (Source)
Using videos in marketing strategies has directly led to more customers making purchases. Whether through product demos, customer testimonials, or engaging social media clips, people are more likely to connect with a brand when they see it in action.
- 90% of marketers noted that video has enhanced brand awareness. (Source)
Video content gets your brand noticed much more than other types of media. Incorporating short videos on social media, YouTube, or even ads helps grab people’s attention.
Videos also make customers more familiar with the brand, helping build recognition over time.
- Around 82% of consumers indicated that video was a convincing factor in their purchase decisions. (Source)
- In 2023, the most popular types of videos created by businesses were educational (47%) and product-focused (33%) videos. (Source)
About 47% of companies created educational videos meant to teach their audience something useful—whether it’s a tutorial, a how-to guide, or explaining a concept. These videos help build trust by showing viewers that the brand knows its stuff and is there to help them out.
On the other hand, product-related videos showcase specific products or services, breaking down how they work, their features, and why customers should choose them. They help you nudge people toward making a purchase because they offer a clear, visual explanation of what’s being sold.
Effective Video Marketing Strategies for 2025
As apparent from the latest video marketing trends and statistics, helps you add a human touch to your marketing campaign, enticing your audience and making it easier to nudge them toward the final purchase.
But how do you incorporate video marketing into your campaign? Here are some actionable video marketing tips:
- Leverage short-form video content. With platforms like TikTok and Instagram Reels dominating social media, consider creating short, snappy videos that grab attention quickly.
- Prioritize authenticity. Showcase real people and genuine experiences in your videos. Audiences appreciate authenticity and can spot a scripted or overly polished video from a mile away. For example, brands like Dove excel at using authentic storytelling in their videos, sharing real customer experiences and community stories.
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- Focus on educational content. Create videos that educate your audience about your products or services. Tutorials, how-tos, and tips can add value and establish your brand as an authority.
- Optimize for mobile viewing. Many people watch videos on their smartphones, so make sure your videos are mobile-friendly and look great on smaller screens.
- Add interactive elements. Engage your audience and turn your video content into two-way conversations by adding interactive elements like polls, quizzes, or clickable links in your videos. This can boost engagement and keep viewers watching.
- Use video SEO strategies. Optimize your video titles, descriptions, and tags with relevant keywords. This helps improve your visibility on platforms like YouTube and Google.
In the end, don’t forget to check your video performance analytics to see what works and what doesn’t to optimize your video strategy accordingly.
Wrapping Up: The Power of Video Marketing in 2025
As apparent from the latest video marketing trends and statistics, video marketing is one of the best ways to engage your audience. And paying heed to these statistics, businesses are also going out of their way to create engaging and personalized video content.
After all, from boosting brand awareness to driving consumer purchases, video has proven to be one of the most effective tools for engaging audiences and building trust.
By embracing trends like short-form content, prioritizing authenticity, and optimizing for mobile, brands can create impactful video content that resonates with their viewers.
As you plan your marketing strategies for 2025, remember that staying adaptable and focused on your audience’s needs will be vital to making the most of video marketing.
