Video Marketing Trends and How Your Business Can Take Advantage

In the digital age, video has emerged as one of the most powerful forms of content. Audiences gravitate toward it for its ability to convey emotion, demonstrate products, and tell stories in a captivating way. According to Wyzowl’s 2023 Video Marketing Statistics report, 91% of businesses already use video as a marketing tool, and 96% of people have watched an explainer video to learn more about a product or service. These numbers highlight just how integral video has become.

But as with all marketing channels, video marketing continues to evolve. Viewers expect higher production quality, more authenticity, and greater interactivity. At the same time, new platforms and formats emerge, capturing users’ attention in novel ways. In this article, we’ll explore the top trends shaping video marketing today and show you how your business can harness these shifts to stay ahead.

Why Video Marketing Still Matters

Before diving into the trends, let’s reaffirm why video marketing remains a cornerstone of modern strategies. Video is inherently visual and auditory, engaging more senses than text or images alone. It can simplify complex concepts, spark emotional connections, and guide viewers toward conversion more effectively than static media.

Video is also highly shareable. Consumers are more likely to share videos they find entertaining, useful, or inspiring, widening your reach organically. And with advances in technology, creating professional-looking videos is easier and more affordable than ever. As internet speeds climb and smartphones become ubiquitous, video is accessible to a larger audience, making it a prime way to build brand awareness, showcase products, and foster trust.

Trend 1: Short-Form, Snackable Content

With attention spans at a premium and platforms like TikTok and Instagram Reels skyrocketing in popularity, short-form video content is at the forefront. These brief videos—often just 15 to 60 seconds—capture attention quickly and can be viewed on the go.

How to Take Advantage:

• Repurpose Existing Content: Take a longer video (like a webinar or product demo) and create short highlight clips. Focus on key insights, tips, or entertaining moments.
• Hook Viewers Immediately: In the first few seconds, use a bold visual, a surprising fact, or a compelling question. Since viewers scroll quickly, a strong hook is essential.
• Maintain Brand Voice: Even in short clips, your brand personality should shine. Use consistent colors, fonts, and tone so viewers recognize your brand across platforms.

Trend 2: Vertical Video and Mobile Optimization

More than half of all online video content is viewed on mobile devices, and users often hold their phones vertically. Vertical and square videos fit mobile screens naturally, eliminating the need for viewers to rotate their devices.

How to Take Advantage:

• Shoot in Vertical or Square Format: When filming, consider your primary platform. TikTok, Snapchat, and Instagram Stories/Reels favor vertical videos, while square videos perform well on feeds.
• Optimize for Sound-Off Viewing: Many mobile viewers watch on mute. Use on-screen text, captions, or visuals to convey your message even if the sound is off.
• Mobile-Friendly CTAs: Include clear calls to action (CTAs) that are easy to tap. Link to product pages, newsletters, or related content without forcing viewers to switch devices.

Trend 3: Authenticity and User-Generated Content (UGC)

Audiences can sniff out overly polished, salesy content. Authenticity resonates more than ever, and user-generated content (UGC) helps build trust. When real customers share their experiences, potential buyers see genuine testimonials rather than staged advertisements.

How to Take Advantage:

• Encourage Customer Submissions: Run a contest or simply invite customers to submit short videos of them using your product. Offer a small incentive, like a discount code, to encourage participation.
• Feature UGC in Ads and Social Posts: Incorporate UGC clips into your official marketing videos. Seeing everyday people happy with your brand humanizes your company and fosters credibility.
• Show Behind-the-Scenes Glimpses: Shoot videos in your workshop, warehouse, or design studio. Introduce team members and explain your processes. This level of transparency feels authentic and relatable.

Trend 4: Educational and Value-Driven Content

People often watch videos to learn something new—how to fix a problem, complete a task, or choose the right product. Educational videos build authority, create trust, and can turn viewers into loyal customers who value your expertise.

How to Take Advantage:

• How-To Tutorials and Explainers: Show viewers how to use your products effectively. For example, if you sell kitchen gadgets, create cooking tutorials featuring those tools in action.
• Expert Interviews and Webinars: Record virtual discussions with industry experts. Viewers come away informed and appreciative of your brand’s role as a knowledge hub.
• Break Down Complex Topics: Use animation, graphics, and clear explanations to demystify complicated concepts. Position your brand as a helpful guide rather than a pushy salesperson.

Trend 5: Live Streaming and Interactive Elements

Live video is becoming increasingly popular. Platforms like YouTube Live, Instagram Live, and Facebook Live let brands host Q&A sessions, product launches, and real-time demonstrations. This creates a sense of immediacy and authenticity—viewers see unscripted moments and can interact via comments.

How to Take Advantage:

• Host Live Q&As: Answer customer questions in real-time. This transparency builds trust and community.
• Announce Product Launches Live: Reveal new offerings with fanfare, show behind-the-scenes prep, and offer exclusive discounts to live viewers.
• Encourage Real-Time Feedback: Ask viewers for their opinions, conduct polls, or let them influence the content of the stream. This two-way interaction strengthens loyalty and engagement.

Trend 6: Personalization and Segmentation

Data-driven insights help you understand viewer preferences. By segmenting your audience based on demographics, interests, or past behavior, you can deliver more relevant video content. Personalization leads to higher engagement, increased conversions, and better customer satisfaction.

How to Take Advantage:

• Tailor Content to Viewer Interests: If you know a segment of your audience is interested in sustainable materials, create videos that highlight your eco-friendly supply chain.
• Use Targeted Video Ads: Platforms like YouTube Ads allow you to target ads based on location, interests, or browsing history. Serve different versions of an ad to different audience segments for maximum relevance.
• Embed Personalized CTAs: In educational videos, insert CTAs that guide viewers to the next logical step, like a related product page, downloadable guide, or a special offer based on their interests.

Trend 7: High-Quality Production Values

With so many brands using video, standing out can be challenging. While authenticity matters, so does professionalism. Better lighting, clear audio, and thoughtful composition can make your videos more watchable and leave a positive impression.

How to Take Advantage:

• Invest in Basic Equipment: A decent camera, microphone, and lighting setup goes a long way. You don’t need a Hollywood budget—just ensure viewers can see and hear clearly.
• Professional Editing and Graphics: Use editing software to polish your videos. Add branded intros, outros, lower-thirds, and transitions that reflect your brand’s aesthetic.
• Consistent Style and Branding: Viewers should recognize your brand’s personality in every video. Consistent use of colors, fonts, and graphical elements builds brand recall.

Trend 8: Story-Driven Video Ads

Instead of hard-sell commercials, brands now focus on storytelling. Narratives that evoke emotion or share relatable scenarios capture viewers’ hearts and lead to deeper brand connections.

How to Take Advantage:

• Craft a Narrative: Instead of listing product features, tell a story about someone who benefitted from your product. Make it human and relatable.
• Keep It Concise: Even story-driven ads should respect short attention spans. Aim to deliver your narrative and emotional hook quickly—within the first few seconds if possible.
• Use Emotional Triggers: Humor, nostalgia, love, ambition—tapping into universal emotions can make your story memorable.

Trend 9: Platforms and Distribution Strategy

Different platforms cater to different audiences and content formats. YouTube is great for long-form content and discoverability, while TikTok and Instagram Reels favor short, bite-sized clips. LinkedIn might suit thought leadership videos, and Facebook may be ideal for live streams or community building.

How to Take Advantage:

• Research Platform Demographics: Align your content with where your target audience spends time. If you’re targeting Gen Z, TikTok may be key. For professionals, LinkedIn or YouTube tutorials may be a better bet.
• Optimize for Each Platform: Consider platform-specific requirements like length limits, aspect ratios, and content guidelines. Don’t just repost the same video everywhere; tailor it for each channel’s strengths.
• Cross-Promote Strategically: Use one platform’s strength to boost another. For example, tease a longer YouTube tutorial on Instagram Stories with a swipe-up link, guiding viewers to the full video.

Trend 10: Search Engine Optimization (SEO) for Video

As competition grows, you need to ensure your videos are easily discoverable. Video SEO involves optimizing titles, descriptions, thumbnails, and tags so search engines—and video platform algorithms—understand and prioritize your content.

How to Take Advantage:

• Keyword-Rich Titles and Descriptions: Identify relevant keywords and incorporate them naturally. Give users and search engines a clear idea of what the video covers.
• Closed Captions and Transcripts: Search engines can’t “watch” videos, but they can read captions and transcripts. These assets boost discoverability and accessibility.
• Engaging Thumbnails: A compelling thumbnail can dramatically increase click-through rates. Use clear imagery and minimal text to pique curiosity.

Trend 11: AI and Automation in Video Production

Artificial intelligence (AI) and automation tools are emerging to streamline the video production process. From editing assistance to content recommendations and even AI-generated scripts, these tools can save time and enhance creativity.

How to Take Advantage:

• Automated Editing Tools: Some platforms can auto-trim, add subtitles, or even select the best highlights from longer footage. This is especially helpful for social posting.
• Video Performance Insights: AI-driven analytics tools can identify which segments of your video hold viewer attention and which parts cause drop-offs, guiding future improvements.
• Personalized Video Generation: Advanced AI tools can create slightly different versions of a video—like changing a background or swapping out a product image—based on the viewer’s profile or preferences.

Trend 12: Measuring ROI and Attribution

Just as with other marketing channels, businesses need to understand the return on investment (ROI) of their video efforts. Tracking views isn’t enough; metrics like watch time, engagement rate, click-throughs, conversions, and revenue are crucial.

How to Take Advantage:

• Set Clear Goals: Define what you want your video to achieve—brand awareness, lead generation, sales, or website visits—and track metrics aligned with those objectives.
• Use Analytics Tools: YouTube Insights, social media analytics, and third-party platforms can provide detailed performance data. Pay attention to audience retention graphs, which show where viewers lose interest.
• Test and Iterate: A/B test different intros, CTAs, or video lengths. Regularly review performance data and refine your strategy based on what resonates most with your audience.

Trend 13: Integrating Video Across the Customer Journey

Video isn’t just a top-of-funnel tactic for brand awareness. It can guide customers through every stage of the buyer’s journey—awareness, consideration, decision, and even post-purchase support.

How to Take Advantage:

• Awareness Stage: Short brand stories, testimonials, and influencer endorsements help introduce your brand.
• Consideration Stage: In-depth demos, how-to guides, and product comparisons help buyers evaluate options.
• Decision Stage: Personalized product walkthroughs, case studies, or special offer videos can tip the scales.
• Retention and Advocacy: After purchase, tutorial videos or community Q&A sessions can improve customer satisfaction and encourage repeat business.

Trend 14: Shoppable Video Content

Shoppable videos integrate commerce directly into the viewing experience. Platforms like Instagram and YouTube now allow clickable links and product tags, so viewers can move from inspiration to purchase without leaving the video environment.

How to Take Advantage:

• Clickable Overlays: Tag products within the video. If a viewer likes a piece of clothing showcased, they can click and go straight to the product page.
• Live Shopping Events: Host live streaming sessions where a host discusses and demos products while viewers shop in real-time. These events create urgency and excitement.
• Highlight Urgent Offers: Combine storytelling with a limited-time discount or exclusive product release accessible directly through the video.

Trend 15: Accessibility and Inclusivity

Ensuring your videos are accessible is not only the right thing to do but also expands your potential audience. Closed captions, descriptive audio, and thoughtful visual design help more viewers understand and enjoy your content.

How to Take Advantage:

• Closed Captions and Subtitles: Provide accurate captions so viewers who are deaf or hard of hearing—or simply watching on mute—can still follow along.
• Audio Descriptions: For those with visual impairments, offering narrations that describe key visuals can enhance comprehension.
• Clear, High-Contrast Graphics: Ensure text and graphics are easily readable. Avoid overly complex visuals that are hard to interpret.

Bringing It All Together

Video marketing is more than just pressing record and hoping for the best. It’s about understanding your audience’s habits, preferences, and the platforms they frequent. It’s about balancing authenticity with professionalism, short-form with long-form, and entertainment with education. And it’s about keeping an eye on emerging technologies and formats, from AI-driven editing tools to shoppable video experiences.

As you incorporate these trends, remember that video marketing is a long-term investment. You might start by experimenting with short videos on social media before branching into live streams or interactive content. Track results, listen to your audience’s feedback, and refine your approach over time.

With patience, creativity, and a willingness to adapt, you’ll find that video marketing not only grows your brand’s visibility but also forges deeper, more meaningful connections with your customers. In an increasingly competitive digital landscape, those connections are the key to standing out—and thriving.