Nov 10 2025
Ready to make your audience sit up and pay attention in 2025?
Video content isn't just popular. It's now required for every digital marketing campaign. 95% of marketers treat video as a core pillar of their approach, and those that don't are quickly losing ground to the competition.
But creating video that really engages your audience isn't as simple as turning on a camera and talking. You need the right strategy, the right approach to video production, and an understanding of what's working in 2025.
This guide is going to fill you in on all of the details.
Ok, let's not beat around the bush…
Your audience wants video. And not just some video. Professional video.
89% of consumers are actively demanding that brands create more video content, that's an order from the audience you can't afford to ignore.
And why are people so obsessed with video? Simple. It's easier to watch than reading a wall of text and more engaging than looking at photos. People learn faster with video, they retain more information, and they're more likely to take action afterwards.
It's a no-brainer right?
But here's where most brands get it wrong…
They think any video will do. Huge mistake. Quality professional video production services make all the difference between content that flops and content that converts. Working with an experienced video production company means your message comes across as intended and in a way that reflects your brand.
The stats back this up, engagement rates for videos on blog posts and landing pages are above 40% on average. So if you're not using video, you're leaving big chunks of engagement on the table.
Ok, here's something you might not realise…
Video length matters. A LOT.
Videos that are under a minute long achieve 50% engagement, whereas videos that are over an hour long manage only 17% engagement.
Can you believe that?
It's the truth. Your audience just doesn't have time or patience for long videos anymore. They want content that's quick, punchy and delivers value in the shortest amount of time.
That's why short form video is exploding on every platform. And it's only going to continue to grow.
So what does that mean for your strategy?Simple. Keep it short. No rambling, no filler. Get your point across in the first 10 seconds, and make every second count.
Structure your videos like this:
Don't try to stuff everything into one video. Break complex topics into bite-sized pieces, your audience will thank you for it.
Ok, next big tip…
The most engaging type of video content is educational and instructional.
It's not just about entertaining your audience anymore. It's about giving them value, teaching them something useful, and helping them learn.
Demonstrate how to solve a problem, teach a new skill, or share insider knowledge that they can't get anywhere else. If it's valuable and educational, your audience will eat it up.
You don't need a Hollywood production budget either, the simplest talking-head videos shot on basic equipment can outperform big productions if the content is worth watching.
Focus on creating videos that:
Educational content builds trust and authority, and because it's so valuable, it also leads to more conversions down the line.
Here's one of the things most brands get wrong…
They shoot one video and then slap it across every platform. Don't be one of these brands.
Audience expectations, video formats, and engagement patterns vary widely between each social platform. YouTube viewers want different content than TikTok or Instagram Reels. The same goes for LinkedIn vs Facebook, Twitter or Instagram.
Adjust your video strategy for each platform:Don't just resize the same video for different aspect ratios, change your messaging, pacing, and style to suit what works best on each platform.
Ok, time for a game changer…
AI tools are totally revolutionising the video creation process.
The number of professionals using AI to create video content went from 18% to 41% in 1 year. That's insane growth. Another 19% of professionals are planning to adopt AI for video production over the next year too.
So how is it changing things?
AI isn't replacing creative. Far from it. AI is accelerating and supercharging creative.
Most marketers are using AI tools for:
AI is allowing us to produce higher-quality videos faster and cheaper than ever before. Hours of production time and tens of thousands in production costs are being cut out. Months of production timelines are being shrunk to weeks or even days.
The trick is knowing when to use AI and when to leave it to humans. Automate the repetitive tasks, use AI to speed up workflows. Leave the strategy, storytelling, and emotional connection to humans.
Ok, one more tip you might not realise…
Accessibility features like captions aren't just a 'nice to have' anymore. They're a must.
Captions are up 572% in videos since 2021. That's not a typo. The rise in captions usage tracks with the rise of watching videos on mute in public places, with the sound off at work, or while multitasking.
The same goes for other accessibility features like high-contrast player colours, clear audio mixing, and descriptive titles and thumbnails.
Half of all videos now include at least 3 accessibility features. Why? Because it's about maximising engagement by making your content watchable in every situation for every potential audience member.
Digital audiences aren't just consuming video content. They're demanding it. Short video content that's valuable, educational, accessible, and optimised for each platform.
The winners in 2025 are the brands that have invested in professional video production that understands these details and nuances. Brands that are using AI to scale output while maintaining quality. Brands that are creating the kind of educational content that builds trust. Brands that have worked out what differentiates each platform and optimises their videos to suit.
Your action steps:Video isn't the future of digital marketing. It's the present.
The only question is, are you staying up to date or falling behind?
Tell us what you need and we'll get back to you right away.