In 2018, people watched an average of 1.5 hours of online video per day. A 2024 survey shows that this has risen to an average of more than 2.5 hours per day.
Will we pass the 3-hour mark in 2025? One thing is certain: video will remain the most popular marketing format this year.
If you haven't yet integrated this format into your marketing strategy, now is the time to start. And if you already have, here are the trends to add for top-notch video marketing!
1. Video interviews: a must on LinkedIn
The interview format on LinkedIn is booming and will continue to thrive this year.
Whether it's full interviews with an interviewer and interviewee or short on-camera clips featuring only the interviewee's answers, this video format positions you as an expert on the topic.
Don't hesitate to put yourself front and center to talk about your journey, your successes, or to present your business.
Few people fail to generate engagement with interview videos. And if the first one doesn't take off, persevere!
2. Create webinars: expert videos
Webinars are the perfect format to demonstrate your expertise while gathering qualified leads.
These live videos let you explore a topic you choose in depth. Your audience consists of people interested in the subject—often prospects who can quickly convert into qualified leads.
So don't wait any longer to host your first webinar this year!
3. More authentic, human videos
Video offers an essential way to get closer to your customers.
While it's good to add some fun to your videos, don't forget the human element, which brings a touch of authenticity to your communication. How can you humanize your communication through video?
- Engage your employees by offering challenges on TikTok, Instagram or even Triller.
- Involve leaders by asking them to tell the brand and company story.
- Include the customer testimonials : why did they choose your products? What concrete actions did you take for them?
- Organize live streams around your employees, where they can answer consumers' questions.
There's no need to equip yourself with a professional camera and microphone to take advantage of these ideas. You can use a smartphone, which will make your brand feel more spontaneous and authentic.
4. "Shoppable" video content
Video and e-commerce: a marriage of convenience. With the evolution of the augmented reality and with dynamic content, you can encourage purchases directly from your social networks.
With a simple swipe (the famous "swipe"), lead your followers Instagram or Snapchat toward impulse purchases. To fully take advantage of this trend:
- Let users know this is a shoppable video with a word like "interactive" or a button they can follow throughout the clip;
- Stay true to your brand by incorporating your visual identity;
- Make sure your products are shown at their best angle and in a context that will make users want to engage;
- Make the shoppable button clearly visible;
- Use clear calls to action.
In this Clarins story, the call-to-action is clear and visible — impossible to miss!
5. Shorter vertical content for social networks
For more than three years, social networks have been at a real turning point in how they operate. TikTok and its short-video format increasingly appeal to users seeking clear, fast content. And, like the new influencers on these platforms, brands are gradually starting to take an interest in this new form of marketing, the "short video."
Between Instagram Reels, YouTube Shorts and Snapchat Spotlight, this format is becoming mainstream for brands thanks to its growing popularity and adaptability to your content. These short vertical videos are gradually becoming content marketing managers need to develop within their companies to reach an audience that wants easy-to-watch, short content.
6. Video UGC: user-generated brand content
This is the trend that is booming for the new year 2025 and it is without a doubt our favorite!
UGC (User Generated Content) encompasses all the content that users create and share themselves around a brand, product or service. In other words, it’s free advertising for brands. It’s also a great opportunity for brands to showcase content that stands out from their own. Some users bring real creativity that resonates with the brand’s audience.
However, it should be noted that managing user-created content requires careful monitoring. Its control can prove more challenging than professional content, especially when user content can go viral.
7. Live videos, still popular
Live video is still a trend in companies’ video strategies. This format spread widely among brands during the lockdown period, making live video broadcasting accessible to the general public.
Keep in mind there are many ways to produce live video: webinar, Twitch, YouTube… adapt to your target audience.
Today, live videos help bring brands closer to their customers and bring the authenticity and spontaneity users seek. Many luxury brands have broadcast their fashion shows live on their social networks to make them available to a wider audience.
Live streaming plays an essential role because of its instant, interactive and real impact in engaging viewers. When integrated thoughtfully into a video marketing campaign, live streaming strengthens brand recognition, boosts engagement and offers unparalleled opportunities to build an online community.
8. Create interactive videos
Interactive video turns the viewer into an actor by getting them to actively engage with the content. Users can click on video elements, answer questions, or take part in games.
This kind of involvement shifts people from passive viewers to active participants, increasing their investment in the message you want to convey. Integrate interactive elements into your videos to make the experience more immersive and enjoyable.
For example, an interactive video can tell a story whose outcome is influenced by the audience’s actions. These captivating videos spark viewers’ curiosity while entertaining them. It’s an excellent strategy to stand out with your video content.
Our tip for creating great videos in 2025
2025 will be the year of interactivity and authenticity! Think about it now to optimize your video marketing and reach your goals…
If you want to reach your viewers with professional-quality videos, know that you can find freelance video editors on Codeur.com.
