Video content has been having a moment for a while now – and its moment is looking far from over. If anything, video continues to define the future of digital content. By the end of 2025, over 3.78 billion people worldwide will have watched branded video content. Whether you’re trying to increase brand visibility, boost engagement, or explain a product, video marketing is no longer optional – it’s essential.
1) Video is popular
People gravitate toward video because it’s fast, engaging and easy to understand. We know that 44% of consumers prefer watching a short video over reading text when learning about a product or service. And a staggering 83% want to see more video content from brands they follow. If you’re not meeting that demand, your competitors probably are.
2) Video is effective
This might be controversial, but it’s not just flashy visual and special effects that makes video compelling – it’s focus. The best videos tell one story well. They’re short (ideally 30-60 seconds, according to 39% of marketers), punchy and emotionally resonant. Even in corporate or technical contexts, strong storytelling and human connection are key. If your video doesn’t take advantage of movement and emotion, why even use it at all?
3) Video is affordable
One of the most common misconceptions is that quality video production is expensive. But it doesn’t have to be. From lean, news-style shoots to polished, brand-led productions, video can be scaled to suit virtually any budget. You can approach a project from either direction – start with a target budget and work backwards, or lead with a creative idea and shape the production around it. With the right crew and tools, affordable video production is not only possible, it’s a powerful tool in your content armoury.
4) Video is flexible
Not every video needs to be cinematic. Platform matters. On Instagram Reels or TikTok, authenticity and relatability often beat polished production. On platforms such as YouTube, LinkedIn or your brand website, higher production values help convey credibility and build trust. And great video doesn’t mean expensive – it means appropriate. Whether it’s lo-fi or high-end, what matters most is that it feels genuine and aligns with your message.
5) Video is futureproof
Here are some major video trends to look out for:
- Virtual production – think movie magic, but in real time. It’s faster and more flexible than green screen, and far more cost-effective than traditional location shoots.
- Personalised video – combine video and data to deliver customised content experiences. Think names in the video, unique voiceovers, or tailored visuals.
- AI-generated video – AI tools now enable fast creation of visual content. While quality varies, it’s an exciting new way to create explainer content or concept visuals.
- Augmented reality (AR) video – from tutorials to product demos, AR allows brands to deliver interactive, immersive experiences directly on customers’ devices.
In an oversaturated digital world, video helps your brand stand out. It’s not just about being seen – it’s about being remembered. Whether you’re educating, entertaining or selling, smart, strategic video content is one of the most effective tools you can invest in.