Most people hold some major misconceptions about video marketing -- bust those myths and step above the crowd with next year's media plans.
We all know video is king. It grabs attention, boosts engagement, and drives conversions. But in a world increasingly saturated with content, what kind of video marketing strategies will actually resonate with audiences in 2025?
Surprise: Long-form videos excel
Despite popular belief that only short-form, TikTok-able video clips perform, Wistia's 2024 State of Video Report shows that longer videos actually perform better than shorter ones.
As platforms like Instagram, TikTok, and LinkedIn increase their video time limits, audiences are more accustomed to consuming longer content.
But you don't have to throw out your quick clips entirely: Our own B2B client's A/B testing in 2024 revealed that:
15-second spots performed best on CTV, while
30-second spots dominated in online video (OLV).
That tells us, the length isn't as important as telling a compelling visual story.
So:
What else is new in video marketing in 2025?
Here are 5 more takeaways from the Wistia Report and EMARKETER:
Instructional beats promotional content
People browsing videos on social media, YouTube, or TV are looking for useful information and entertainment. They're more likely to engage with videos that teach them something valuable, rather than just self-promoting and asking.
Demonstrate how your product solves a problem, showcase its features, or offer step-by-step tutorials. This approach boosts brand affinity and consideration.
In fact, TikTok's own research demonstrated that videos displaying product usage saw a +25% lift in ad recall, +32% lift in ad likability, +65% lift in brand affinity, and +18% lift in product consideration.
The average engagement for a 3-5 minute instructional video is a whopping 74%!
Use AI to easily create ideas, clips, and captions
Artificial intelligence can be a powerful tool in your video marketing arsenal.
Generative AI tools like ChatGPT and Gemini can help churn out content ideas, craft captions, and even write scripts.
Vizard.ai can effortlessly slice long videos into bite-sized social media-ready clips.
However, wield AI with caution. The recent rise of misleading and manipulative content across platforms highlights the need for a human touch. Always double-check facts, ensure accuracy, and prioritize a personal, relatable voice.
Remember, you're talking to people, not robots.
Relatability is key
We know, "authenticity" can feel overused. But here's the reality: influencer-style videos often outperform brand-produced content. This boils down to one key element: relatability. Influencers connect with viewers on a personal level, fostering trust and a sense of genuine connection.
Partner with creators who embody your brand values and resonate with your target audience. Their relatable style can breathe life into your message and drive higher engagement.
When we partnered with influencers to make Premier Protein shakes the highest-selling grocery item on Amazon Prime Big Deals Day, we asked them to create organic-looking videos incorporating the protein shakes into their morning routines. We placed the product in a comfortable, popular format and guided viewers seamlessly to the Amazon purchase page.
Social video and CTV are almost equally important
The importance of social video cannot be understated. According to a study by the Interactive Advertising Bureau (IAB), a whopping 70% of media agency professionals consider social video a "must buy." But here's the surprise: Connected TV (CTV) is hot on its heels, with 69% calling it a "must buy" as well.
This dynamic duo provides a potent one-two punch for reaching your target audience across platforms. Social video is perfect for bite-sized, engaging content, while CTV allows for deeper storytelling and brand immersion on the big screen.
YouTube still reigns supreme for Gen Z viewers
While TikTok is all the rage, YouTube remains a dominant force for Gen Z viewers. Despite shorter formats gaining traction, research shows YouTube still takes the crown for watch time among young adults in 2024.
This reinforces the notion that Gen Z can be captivated by longer, horizontal videos if the content is compelling and high-quality.
Remember, video content is an investment, not a quick fix. By embracing the power of storytelling, leveraging the latest trends, and understanding your target audience, you can create video marketing magic that drives engagement and fuels brand growth.
By focusing on quality, providing concrete value, and partnering with creators, you can build a video content strategy that drives clear results from your audience.
This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.
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