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Boost Engagement With These 11 Video Marketing Trends for 2025

[ BLOG ]

Table of contents of the article

One well-shot video can help you sell out all your stock, gain thousands of subscribers, or fill up your schedule for the coming months in just 24 hours. But in 2025, you'll have to try especially hard to do this — old tricks are no longer enough, as competition is growing and users' attention spans are shrinking.

To create relevant and effective videos, you need to know and successfully implement key video marketing trends. We've already collected them for you: in this article, you'll find 11 of the most popular video formats of 2025 that are suitable for businesses and experts from most niches.

Short Clips: TikTok, Instagram Reels And YouTube

youtube shorts videos logo
Once upon a time, a three-minute video seemed revolutionary, but today the world is going crazy about a format that allows you to tell a full story in 15 seconds. TikTok, Instagram, and YouTube have become the main platforms that promote the quick and viral content format. Want to increase views and engagement of your videos? Then shoot more short videos.

Why did it become a trend?
15-second videos are the digital equivalent of caffeine. They give the viewer an instant boost of energy without taking up their precious time and attention. In an era when you have to actively fight for user attention, short formats will become the perfect marketing tool in the hands of brands. There is no need to come up with long introductions, complex plots, or verified scripts - shoot the main thing right away, and you will get the same instant response.

What can a business show in 15 seconds?

1
A quick master class on a narrow topic. Show how easy it is to use your product using one small example: for example, demonstrate the process of cleaning your coffee machine using one button.
2
Transformation "before and after". One of the most successful sales formats for a short time. Pack the result of using your product or service into a dynamic video so that the viewer can clearly see their benefits.
3
Reaction to a trend. Shoot a video with a popular sound, meme or hashtag, playing it up in the context of your brand. Such videos do not increase sales, but work great to increase engagement within your strategy.
4
The top 1 feature of your product. Focus on one feature - a bright design, function, speed, ease of use - and present it in 15 seconds.
5
Q&A. Quickly answer a popular question about your product or service. Within the framework of this point, you can also play on one of the major pain points of the target audience.
There’s one more thing to remember about short videos in 2025. Just because they’re short doesn’t mean they can’t be dynamic. You still need to carefully craft hooks, keep them interested until the end, and keep them engaged — that’s what will guarantee views and engagement.

Vertical Videos - A New Trend

innisfreeusa Instagram vertical video format
Just a couple of years ago, vertical videos were closely associated with social networks and "non-serious" content. Today, they have become a kind of gold standard of marketing, and this trend will definitely stay with us in 2025. The vertical video format perfectly adapts to the smartphone screen, which means it simplifies the lives of users who watch content on the go (that is, most of us). Vertical videos can be used in both B2C and B2B campaigns.

Why are vertical videos (9:16) a trend?
People consume more and more content on mobile devices. Today, no one wants to turn their phone over to watch one short video. The vertical video format simplifies everything and makes the process of content consumption more seamless and intuitive, which is especially important in an environment where every extra gesture takes away the user's attention. For businesses, this is an ideal way to retain a client for longer: fewer obstacles - more engagement.

What can a business film in a vertical format?

1
Product presentation. Show in detail how your product or service looks and works — from the first acquaintance to variations of the result.
2
Company history. Create a 15-30-second “business card” about the history of your brand. Here we will talk not about selling advantages, but about your values, mission, vision. The goal of such a video is to inspire trust.
3
Webinar in a mini-version. Share a key insight or advice from your professional experience in the format of a “live conversation” — as if you were filming a story for friends.
4
Comparison. Film a visual video where your product wins over its previous version or an unnamed product of competitors.
4
Training. Make educational mini-videos: short tips, instructions or life hacks that solve the problems of your target audience.
Vertical videos are gradually becoming a necessity for any business. If you are actively developing in social networks, focus on them.

Break Your Videos Into Micro-Series

When there are a lot of short and interesting videos around, it becomes increasingly difficult to hold the viewer's attention - especially if you want to tell something lengthy. But there is a way out and it is simple - the micro-series format. If you plan to shoot one long video, break it into 3 or 5 logical parts. Each of them will mark a new chapter, which the audience will get hooked on, like a TV series.

Why are micro-series trending?
Modern social media users love short and rich content, but they also value consistency. Micro-videos on the same topic create an association with a series, increasing engagement and intrigue. Users get used to waiting for the next “series”, and this works like a magnet - your next videos gain views without effort. Platforms will also play along: algorithms love it when you shoot content regularly.

What can a business film in a micro-series format?

1
The customer's "journey". Tell how your customer solved their problem with your product, in a sequential step format: from the moment they discovered the pain to the final result.
2
Product creation. Show the stages of production or preparation of your service so that the audience can see the whole process from the inside.
3
Industry secrets. Share interesting facts or insights related to your product, service or industry as a whole.
4
Case studies. Show how your products or services help customers, dedicating a separate video to each case.
5
Stories in a "personal" format. The best format for micro-series is your stories: about the inside of a business, about your personal life, about cases at work.
Micro-series will help you not only tell more, but also better engage, hold the viewer's attention and create a loyal audience around you. And the more series, the stronger the effect will be.

AI Integration In Video Marketing

WGG Advertising Agency AI Integration in Video Marketing
Artificial intelligence is increasingly penetrating brand marketing strategies, opening up incredible opportunities even for a limited budget. Generating scripts, editing videos, analyzing audience preferences — AI does all this and much more faster and more accurately than a team of employees. And, most importantly, it is available to everyone — both large businesses and small companies.
Why has this trend become a trend?
AI saves time, resources, and nerves. Today, brands are forced to produce more and more content for different platforms, and artificial intelligence technologies allow you to do this in a matter of minutes, performing many tasks at the same time. Moreover, every year artificial intelligence tools are becoming simpler and more accessible, which makes them an integral part of marketing in 2025.

How can a business improve its videos with AI?

1
Personalization of ready-made content for micro-segments of your target audience. AI allows you to create unique versions of videos for different audience segments, slightly changing the text, visuals, or even tone-of-voice.
2
Creating scripts. Use AI to generate ideas for advertising, video business cards, TikTok videos, and much more. It won’t give you a fully-fledged idea yet (you’ll still need human creativity), but it can easily push you toward the right train of thought.
3
Editing and installation. Adobe Premiere Pro with the Sensei function or built-in auto-editing in Captions will help prepare a "raw" video for production in a couple of minutes.
4
Optimization for different platforms. AI helps adapt the same video for TikTok, Instagram, YouTube and other channels, automatically adjusting formats, length and key moments.
5
Voice and speech synthesis. Generating professional voice-over text or translating videos into other languages ​​can now be done without any human intervention.
AI can also automatically improve resolution, lighting, and color correction to make your videos more professional, clean up audio, automatically select music, and even generate videos from scratch based on your text—something Runway and Synthesia do, for example.

Educational Videos In 2025

WGG Advertsing Agency Instagram Reels
In an environment where content is consumed quickly and on the fly, useful educational videos are a breath of fresh air. Social media users value brands that are not just trying to sell them something, but want to provide some valuable information. If you want to talk about your product, cover a complex topic, or share your expertise, educational videos are the perfect format for that.

Why are educational videos trending?
Consumers are hungry for useful content. People want to not only be entertained, but also learn something new — quickly, easily, and with practical benefits. Educational videos are your chance to show your brand expertise, build trust, and stand out from competitors who focus on dry sales.

What can businesses make in the format of educational videos?

1
Product use cases. Explain how exactly your product or service will help the client achieve maximum results. Visually demonstrate a simple process of use.
2
Answers to frequently asked questions. Record videos that solve the main doubts of your audience - technical nuances, tips on choosing a model, etc.
3
Tips and life hacks. Share short recommendations that solve the problem - and they do not necessarily have to be directly related to your product.
4
Myths and truth. Debunk popular misconceptions about your product or industry, helping customers make the right choice.
5
Complex - simple. Take complex terms and concepts from your field and turn them into short, understandable explanations. This will help win over the audience and demonstrate your expertise.
Educational videos work on several levels at once: they engage, unobtrusively sell and create a reputation as an expert. Your audience will appreciate content that they can benefit from.

Natural And Lively Video Format

People are tired of the perfectly polished videos that filled Instagram in 2015-2020. Honesty, sincerity, and a little casual naturalness are trending today. A video that looks like it was shot on a smartphone without preparation in a couple of minutes evokes more trust and response. Why? Because it reminds us of real life.

Why did this trend become a trend?
Viewers want to see real people without idealized images. The era of social networks has made users more sensitive to falsehood. Natural content style breaks down barriers between the brand and the client, making communication lively and humane. In addition, such videos are easy to create, quicker to publish, and do not require huge budgets, which is good for beginners. This format is also highly effective for SMM promotion, helping brands gain reach and engagement without large investments.

What can a business shoot in a natural style?

1
Candid behind-the-scenes. Simple filming fits most naturally into similarly simple and everyday stories — for example, introducing the viewer to real work moments, from packing their order to filming the video itself.
2
"Talking head". Record a live message from your founder, employee or client. Without a script, simply and sincerely tell what's on your mind — funny stories, your thoughts, business news.
3
Mistakes and funny moments. Share fails or funny shots from work — this makes the brand more human and relatable in the eyes of the viewer.
4
Live test drives. Show how your product is tested in real conditions — without editing, with natural reactions. This works great to increase trust — viewers will see your product as it is, in real conditions.
5
Quick demonstration. Not a "glossy", but a short and simple overview of the product: what it is, how it works and why viewers need it.
Educational videos work on several levels at once: they engage, unobtrusively sell and create a reputation as an expert. Your audience will appreciate content that they can benefit from.

Launch Live Broadcasts On Social Networks

Instagram Live Broadcasts
Live video has long ceased to be a tool for bloggers. Today, it is a powerful way to communicate with the audience in real time, engage them in a dialogue and create the effect of presence. Live broadcasts can be conducted on Instagram and TikTok, receiving free traffic with their help. Use them for presentations, discussions, demonstrations and even sales - and all this in an unobtrusive format that keeps the viewer in the real moment.

Why is live video trending?
People on social media are hungry for live communication and interaction. Live streaming allows them to ask questions, get instant answers, and feel like they are part of the action. It’s a great way for a brand to connect with their audience and show their expertise and credibility. In addition, social media algorithms often promote broadcasts, increasing reach.

What can businesses do in a live broadcast?

1
Product launch. Give a live presentation of your new product or service, demonstrating its benefits and answering questions.
2
Q&A session. Interact with your audience, answering questions about your business, products or services without editing, in real time.
3
Behind the scenes. Walk through a warehouse or office, showing how the preparation for an event, the production process or your team’s workday is going.
4
Direct sales. Organize streams demonstrating products, where viewers can immediately make a purchase.
5
Interviews with experts. Invite professionals in your field to discuss current topics or industry trends.
And these are far from all the ideas. Live broadcasts are already actively used for raffles and competitions, organizing holidays and training viewers. Use this trend to reach that part of the audience that is hungry for live communication.

SEO And Keyword Adaptation

SEO digital marketing diagram
Search engines are gradually taking over social networks. Instagram, TikTok, and YouTube are actively implementing internal SEO, focusing on the behavior of young users. Zoomers are less and less likely to Google and increasingly search for information directly in applications, entering phrases like “Chinese food Dubai” or “chestnut keychain” into the platform’s search engine. If you want to increase the influx of organic traffic, give users the opportunity to find you - study and use relevant keywords.

Why is SEO so important?
Social media users expect to be able to find anything without leaving their favorite platforms. And, preferably, in a couple of seconds. Instagram and other social networks are already actively analyzing the texts of your posts, highlighting thematic words in them that may coincide with user queries. This trend will continue to develop in 2025, as social networks want to compete with Google for the status of a universal search engine. So keep in mind: organic traffic now depends not only on visuals, but also on how well you work with the text of the post.

How can businesses adapt to the social media SEO trend?

1
Analyze keywords. Research what phrases and phrases your customers typically use to search for content in your niche, via TikTok Trends or Instagram’s built-in search suggestions.
2
Optimize descriptions. Use as many keywords as possible in your post descriptions, but do it naturally. Try to write texts that will be useful and interesting to your audience.
3
Add hashtags that include keywords, but avoid obvious spam. It’s better to choose a few of the most accurate and relevant ones.
4
Use keywords in titles and images. Don’t limit yourself to text — algorithms analyze your entire content.
5
Update keywords regularly. Trends and user requests change, so review your strategy and update texts regularly. It’s important that they always correspond to current search behavior.
Knowing how to choose and use keywords will give you another valuable skill – a deep understanding of your audience. The better you learn to speak to them in their language, the easier it will be for you to outsell your competitors.

Popularity Of UGC In Social Media Marketing

UGC content Instagram
User-Generated Content has become a real gold mine for brands. These are videos that your customers shoot, talking about your product or service in a free form. This format seems sincere, natural and trustworthy to viewers, so it works great everywhere - from advertising videos to email newsletters. Brands just have to integrate this content into their strategy, because it is one of the most relevant trends of 2025.

Why is UGC still a trend?
People trust other people more than perfect advertising. User-Generated Content works as social proof: if someone has already tried your product and was satisfied, then I can do the same. In addition, such content is easily adapted to different platforms, stimulates engagement and is often cheaper for brands than professional filming.

How can a business encourage the creation of UGC videos with its product?

1
Hold a giveaway. Invite users to make a video with your product using a branded hashtag and promise prizes for the best work.
2
Review for a gift. Ask customers to record short videos with their impressions of your product or service in exchange for a discount or a nice gift.
3
Launch a promotion. Offer a lucrative bonus for creating a video about your product.
4
Collaborate with microbloggers. Work with small accounts on a paid or barter basis.
5
Tell customer stories (with their consent). Make short videos based on real stories of those who use your product.
UGC is a way to make your audience an active participant in the life of the brand. The more real stories you show your subscribers, the more trust and loyalty you will get.

Silent Videos Are Becoming the Standard

Instagram Reels Silent Videos
In a world where many people watch videos without sound, silent videos are gradually becoming the new standard. Users scroll through social media feeds in offices, transport or at home, trying not to disturb others. In such conditions, music and dialogue fade into the background, giving way to animations, facial expressions, subtitles and on-screen text. This is what you should focus on in 2025 - make sure that your video is adapted for the maximum number of users.

Why have silent videos become a trend?
Convenience is key. As it turns out, the vast majority of Instagram and Facebook users today watch videos without sound. Silent videos solve two problems at once: they provide accessibility to a wide audience and make the content understandable in any environment. In addition, visual storytelling with strong effects and text fits natively into modern social media feeds, attracting attention even without the obligatory sound accompaniment. This is especially effective for Facebook and Instagram marketing, where silent autoplay has become the standard and a compelling visual presentation is everything.

How can businesses adapt to the silent video trend?

1
Use subtitles. Add subtle captions to conversational videos so viewers can follow the story without sound.
2
Focus on visuals. Add vivid animations to your videos that grab attention and hold it until the end of the video.
3
Tell a story with text. Use screen space to highlight key ideas, benefits, or offers with text.
4
Simplify facial expressions and gestures. If the video features people, make their emotions and actions more vivid and understandable.
5
Repeat key messages. Visuals, text, and subtitles should complement each other, enhancing the perception of information.
Silent videos are suitable for any viewing context, from the office to a crowded subway. This means they expand the reach of your potential viewers. Make your videos clear, vivid, and concise — and you can’t go wrong.

AR and VR as Video Marketing Tools

Instagram Reels Silent Videos
Augmented and virtual reality take video content to a new level, making it not only visually attractive, but also interactive. Now brands can not only show a product, but immerse the viewer in a personal experience of interacting with it. And, as we know from the laws of marketing, touching a product (even if virtual) = 50% of the desire to buy it.

Why are AR and VR still a trend?
AR and VR allow users to test products without leaving home or immerse themselves in a real environment in which they will find themselves after purchasing a service. 360-degree videos create a presence effect, ideal for high-ticket sales and more. Such videos simplify the path from viewing to buying, making the process seamless and breaking all user resistance.

Such large brands as Sephora have long and actively used these technologies in their marketing strategy. Their makeup “try-on” function at one time made a sales boom. Nike took it a step further by hosting a live shopping experience during Cyber ​​Week, where the brand showcased products in real time and viewers could immediately make purchases via links provided. In 2025, technology will become closer to the average business, and later we can expect it to spread more globally.

How can businesses use AR and VR in video marketing?

1
Virtual fitting rooms. Create AR videos that allow users to “try on” your product without leaving home.
2
Interactive tours. Show what your property, hotel, or event venue looks like using VR.
3
Instructional videos. Add AR elements to explain complex processes or teach how to use a product.
4
Gamification. Incorporate VR elements into your videos by creating mini-games or quests where your products play the main role.
5
Virtual events. Organize VR presentations or shopping streams where viewers can interact with products in real time.
AR and VR are completely changing the way we interact with customers. Give your audience more than just a video — for example, a real experience of interacting with your product without leaving home.
In 2025, video remains a powerful marketing tool, but the requirements for formats and content delivery have become higher. Video marketing is no longer just about being present — it's about being strategic, fast, and engaging from the first second. Experiment with formats, keep the focus on the viewer — and your videos will work for the result.
Author - Relationship manager in Advetising department / PPC specialist
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