We all know video will proceed to be a significant focus for entrepreneurs in 2025. At this level, it’s a vital medium throughout advertising and marketing objectives and channels—social media technique, product advertising and marketing, model storytelling, buyer training, content material technique, podcasting, advert placements, influencer advertising and marketing, and a lot extra.
That’s made video a mainstay in lots of advertising and marketing plans for small companies, solopreneurs, and massive companies. However with final 12 months’s proliferation of AI-enabled instruments creating extra potentialities and extra content material than ever earlier than, we wished to understand how video advertising and marketing will change in 2025.
To determine that out, we turned to entrepreneurs, video producers, social media specialists, and content material creator professionals for his or her predictions on the video advertising and marketing tendencies that may dominate in 2025. We heard about AI development, native content material creation, repurposing methods, and several other different tendencies you’ll need to observe.
Contents
- Even more AI tools hit the scene
- Skilled traditional video editors will remain vital
- Social media will prioritize video even more
- Repurposing content across social platforms will be a must
- Expect more casual local content
- Creator communities will fragment
- Video creators will expand monetization beyond brand partnerships
- Creativity will flourish in marketing videos
8 video advertising and marketing tendencies for 2025
Hold these video advertising and marketing tendencies on replay to remain forward this 12 months.
1. Much more AI instruments will hit the scene
In the event you had been on the web in any respect final 12 months, you recognize that AI tools had been an enormous deal. That is positively true for video.
Searches for AI video examples, instruments, and extra grew steadily over the 12 months, they usually’ll proceed to rise in 2025.
Beforehand, video content was typically costly and time-consuming to create, edit, and distribute. Plus, it required proficiency with cameras and modifying software program. However with AI platforms designed for video production, making movies grew to become method simpler. Platforms like Canva and Vimeo added AI parts to make video modifying simpler. Instruments like Lumen5, Descript, and Synthesia leverage AI to generate scripts, splice clips, and even create digital avatars for advertising and marketing movies.
With these capabilities, it’s no surprise that specialists anticipate AI to dominate video advertising and marketing tendencies in 2025. Simon Høiberg, the SaaS founder and YouTube persona, not too long ago shared his confidence in AI movies on LinkedIn.
The video he referenced? It’s of a cat cooking.
This gained’t be confused with precise video footage, however it can seize consideration and cease some scrolling. As AI video instruments turn out to be even higher and much more accessible this 12 months, the probabilities are limitless.
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2. Expert conventional video editors will stay very important
AI instruments will make video marketing extra accessible to small companies, small groups, and even small budgets. However that doesn’t imply that our beloved video creators are going wherever. Proper now, on LinkedIn, as an example, there are 479 video advertising and marketing job openings in Cambridge, MA, with 45 posted simply this week.
We are able to anticipate the identical for freelance video advertising and marketing assist, too, for now. In a latest survey by WyzOwl, 93% of entrepreneurs reported their plans to spend about the identical or much more on video advertising and marketing in 2025.
In keeping with WyzOwl, 48% of entrepreneurs intend to spend extra on video in 2025.
That’s as a result of there are some video advertising and marketing areas AI can’t assist with. One specifically that may develop in 2025 is live events and experiences. 74% of Fortune 1000 entrepreneurs report that they’ll be growing spending on experiential advertising and marketing in 2025.
Video entrepreneurs can be important in capturing the expertise—whether or not it’s recording talks, getting on-the-fly testimonials from attendees, or taking loads of b-roll for spotlight and overview reels—for posterity.
3. Social media will prioritize video much more
It’s potential not each social media platform can be video first—it’s nonetheless unclear whether or not Bluesky favors video, as an example. However total, social media platforms favor video content material now and can much more as we progress all through this 12 months.
TikTok and YouTube are strictly video, with persistently rising site visitors. Fb, Instagram, Snapchat, and even LinkedIn algorithms prioritize partaking video content material, notably with human faces. That is much more vital to think about for model social accounts, that are already typically suppressed by algorithms. If you’re investing time into content material creation for social, you need it to maneuver what you are promoting ahead.
LinkedIn continues to prioritize video content material.
Consultants anticipate to see video-first proceed throughout social media channels in 2025. A examine by Sandvine discovered that video utilization grew 24% in 2022, accounting for 65% of all web site visitors. And these vital will increase had been earlier than AI enabled much more video creation.
This video-first development might sound overwhelming to maintain up with, however don’t fear but. This leads us to our subsequent video advertising and marketing development for 2025.
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4. Repurposing content material throughout social platforms can be a should
With each social media feed prioritizing video content material, there’ll inevitably be some flattening of platform persona. Meaning extra alternatives for mild repackaging of the identical video property will exist.
In 2025, savvy manufacturers will flip one video into dozens of selling property.
Tami Oladipo, content material author at Buffer, predicts that we’ll see a rise in sharing and repurposing video content material throughout social platforms this 12 months.
“As AI instruments turn out to be extra refined and platforms turn out to be mirrors of one another, I feel we’ll see creators who’re in a position to stretch themselves extra as a result of they’re working extra effectively. One lengthy video into a number of items of content material will probably turn out to be the norm, and creators will select to crosspost to a number of platforms, even in seemingly sudden locations.”
Look to creators and types you belief for great content repurposing examples. The extra inventive you get, the extra profit you possibly can pull from each asset you create.
5. Count on extra informal native content material
The dimensions enabled by AI and incentivized by social media algorithms throughout the board prioritizing video may even lead video entrepreneurs and content material creators to work more durable to face out from the gang.
Tyler Steinhardt is the Chief Technique Officer of Vocal Media, a platform devoted to discovering, supporting, and rewarding creators. He expects to see these movies working towards AI, with creators and types getting nearer to house.
“In 2025, we’ll see extra locally-produced creator content material.” Native content material outlined by group or bodily environments can be more durable to duplicate with AI instruments, and it’ll enchantment to individuals sharing a standard connection, in addition to the algorithms favoring human faces and recognizable locations.
The fast model clip from Italian sandwich store Patrella’s is an instance of this native, informal development. Easy overhead pictures of making ready meals beat over-produced, skilled movies for authenticity.
In keeping with Tyler, “Customers will see extra restaurant evaluations, sports activities updates, and vlog updates from our neighbors, as each algorithm’s for you web page tries to chop by way of the deluge of AI-content slop that can be flooding our feeds.”
6. Creator communities will fragment
One other shift for video creators in 2025 can be much less about content material and quantity and extra about group and private branding.
“Earlier than the podcast trade’s latest sluggish flip, every little thing was very communal,” defined Chris O’Keefe, the editor of the weekly Substack The A/B List: Art & Business in Audio and the founding father of OK Creative: The Language Agency, which offers writing and narrative companies to companies.
“Content material creators, podcasters, journalists, entrepreneurs, video, audio—individuals had been simply excited to be making stuff and weren’t as involved with which titles they’d or scenes they had been related to,” he mentioned. “Now, with middle-class creator cash drying up and plenty of producers feeling hoodwinked by huge tech firms, I’m already seeing extra clear strains being drawn with how individuals outline themselves. YouTube Creators over right here, Audio Podcasters over there. That type of factor.”
Why does this fragmentation matter for entrepreneurs? Along with impacting brand YouTube channels, podcasts, and extra, shifts in creator communities imply modifications to accomplice and influencer marketing, which brings us to the subsequent video advertising and marketing development for 2025.
7. Video creators will increase monetization past model partnerships
In 2024, creators continued the prevailing development of putting extra content material behind a subscription and/or paywall to generate direct income from followers. That’s along with, or as an alternative of, counting on model sponsorships
Final 12 months, greater than 10 million fans paid for entry to content material from greater than 300,000 creators on Patreon every month. Substack hit 49 million subscribers on the platform in January 2024, and whereas the content material is primarily copy and pictures, the platform has supported video since early 2022. In 2023, Axios reported that there have been greater than 17,000 Substack e-newsletter writers, with the highest 10 creators incomes $25 million yearly, a leap from $7 million in 2020.
Instagram even provided accounts with greater than 10,000 followers the choice to host a one-to-many chat in a free, personal Instagram broadcast channel starting in 2023, a device that grew in 2024. By creating extra unique content material, influencers can domesticate a larger sense of group—and, with paywalls, generate extra income instantly from their followers and followers.
Espresso content material creator Lance Hedrick posts sponsored movies on Instagram and creates unique Patreon content, producing about $7,000 month-to-month.
The platforms that assist these unique communities and income era, like Patreon and Substack, will proceed to develop. So, in 2025, we’ll see extra exclusivity with video content material, together with vlogs, product evaluations, and extra.
This shift behind a paywall has the potential to affect influencer advertising and marketing. This might imply extra alternatives for higher high quality engagement in unique communities and creators who’re much less eager about smaller offers or working with new manufacturers as a result of they’ve diversified their income streams.
In the event you’re nonetheless contemplating which influencers you work with this 12 months, make sure you try content material that seems publicly versus in an unique group. In the event you’re already working with influencers often, be sure that to maintain an eye fixed out for modifications.
8. Creativity will flourish in advertising and marketing movies
That is by far probably the most thrilling development that specialists predict for video advertising and marketing in 2025 for each entrepreneurs and web customers. With the elevated accessibility enabled by AI and the ensuing enhance in competitors to face out, we’ll see an inflow of creativity and innovation in video advertising and marketing this 12 months.
Huge and small manufacturers can be incentivized and empowered to supply extra inventive movies.
“One optimistic prediction is that we’ll see extra innovation by creators,” shared Chris O’Keefe. “I don’t know if we’d like any extra Zoom-style interview reveals. With YouTube and Spotify making it simpler to create and publish video content material, which creators are going to leverage the options to make fascinating, immersive, narrative, or cinematic content material?”
There can be extra stress to supply compelling, creative video content that stands out as a result of shifts in algorithms and the inflow of video content material enabled by AI. However this stress is coming from shopper expectations, too. WyzOwl discovered that 91% of customers say video high quality impacts their belief in a model, up from 87% in our 2024 report.
AI may also help with these elevated requirements, too—so long as you depend on these instruments appropriately. Creators and advertising and marketing groups alike can have extra functionality at their disposal with AI instruments, specifically. This consists of generative AI that may create clips that wouldn’t in any other case be potential (see the cat cooking quick above, for instance) and modifying that makes video sharper and extra professional-looking in only a few minutes.
Use these video advertising and marketing tendencies to tell your 2025 technique
Prioritizing video advertising and marketing in 2025 could require extra time, effort, and price range, however you’ll see the advantages with elevated views, response charges, and, even higher, brand affinity. As each the instruments to supply movies and the competitors to get eyes on them develop, you’ll need to spend your time creating probably the most memorable content material in your model.
Let’s rapidly recap the highest video advertising and marketing tendencies that specialists anticipate to see in 2025:
- Much more AI instruments hit the scene
- Expert conventional video editors will stay very important
- Social media will prioritize video much more
- Repurposing content material throughout social platforms can be a should
- Count on extra informal native content material
- Creator communities will fragment
- Video creators will increase monetization past model partnerships
- Creativity will flourish in advertising and marketing movies
