In 2025, we are witnessing another transformation of video formats in content marketing. According to HubSpot's annual State of Marketing Report 2023, short videos show the highest ROI among all content formats, with an average ROI of 30% higher than traditional formats. At the same time, 88% of marketers using short videos plan to increase or maintain their investments in this format. However, it is interesting to note that the video content ecosystem itself is undergoing significant changes.
As for formats, short vertical videos (Shorts, Reels) continue to dominate brand content strategies. And here we are witnessing an interesting phenomenon: platforms are actively developing tools for creating such content, making the production process as accessible as possible even for small teams.
The trend of “humanizing” the brand through video content deserves special attention. An illustrative example is Adobe, which actively uses short videos to talk about its employees and work processes. This approach allows not only to convey corporate values, but also to create a deeper emotional connection with the audience.
It is interesting to note that the effectiveness of short videos does not depend on the business segment - they work equally well in both the B2C and B2B sectors. The key factor for success in
video production is not length or technical quality, but the relevance of the content to the target audience and the ability to quickly convey the main idea.