Experts Share the Biggest Video Marketing Trends of 2025

We know video will continue to be a major focus for marketers in 2025. At this point, it’s an essential medium across marketing goals and channels—social media strategy, product marketing, brand storytelling, customer education, content strategy, podcasting, ad placements, influencer marketing, and so much more.

That’s made video a mainstay in many marketing plans for small businesses, solopreneurs, and big corporations. But with last year’s proliferation of AI-enabled tools creating more possibilities and more content than ever before, we wanted to know how video marketing will change in 2025.

To figure that out, we turned to marketers, video producers, social media experts, and content creator professionals for their predictions on the video marketing trends that will dominate in 2025. We heard about AI growth, local content creation, repurposing strategies, and several other trends you’ll want to follow.

Contents

1. Even more AI tools hit the scene
2. Skilled traditional video editors will remain vital
3. Social media will prioritize video even more
4. Repurposing content across social platforms will be a must
5. Expect more casual local content
6. Creator communities will fragment
7. Video creators will expand monetization beyond brand partnerships
8. Creativity will flourish in marketing videos

8 video marketing trends for 2025

Keep these video marketing trends on replay to stay ahead this year.

1. Even more AI tools will hit the scene

If you were on the internet at all last year, you know that AI tools were a big deal. This is definitely true for video.

Searches for AI video examples, tools, and more grew steadily over the year, and they’ll continue to rise in 2025.

Previously, video content was often expensive and time-consuming to create, edit, and distribute. Plus, it required proficiency with cameras and editing software. But with AI platforms designed for video production, making videos became way easier. Platforms like Canva and Vimeo added AI components to make video editing easier. Tools like Lumen5, Descript, and Synthesia leverage AI to generate scripts, splice clips, and even create digital avatars for marketing videos.

With these capabilities, it’s no wonder that experts expect AI to dominate video marketing trends in 2025. Simon Høiberg, the SaaS founder and YouTube personality, recently shared his confidence in AI videos on LinkedIn.

The video he referenced? It’s of a cat cooking.

This won’t be confused with actual video footage, but it will capture attention and stop some scrolling. As AI video tools become even better and even more accessible this year, the possibilities are limitless.

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2. Skilled traditional video editors will remain vital

AI tools will make video marketing more accessible to small businesses, small teams, and even small budgets. But that doesn’t mean that our beloved video creators are going anywhere. Right now, on LinkedIn, for instance, there are 479 video marketing job openings in Cambridge, MA, with 45 posted just this week.

We can expect the same for freelance video marketing support, too, for now. In a recent survey by WyzOwl, 93% of marketers reported their plans to spend about the same or even more on video marketing in 2025.

According to WyzOwl, 48% of marketers intend to spend more on video in 2025.

That’s because there are some video marketing areas AI can’t help with. One in particular that will grow in 2025 is live events and experiences. 74% of Fortune 1000 marketers report that they’ll be increasing spending on experiential marketing in 2025.

Video marketers will be essential in capturing the experience—whether it’s recording talks, getting on-the-fly testimonials from attendees, or taking plenty of b-roll for highlight and overview reels—for posterity.

3. Social media will prioritize video even more

It’s possible not every social media platform will be video first—it’s still unclear whether Bluesky favors video, for instance. But overall, social media platforms favor video content now and will even more as we progress throughout this year.

TikTok and YouTube are strictly video, with consistently growing traffic. Facebook, Instagram, Snapchat, and even LinkedIn algorithms prioritize engaging video content, particularly with human faces. This is even more important to consider for brand social accounts, which are already often suppressed by algorithms. When you’re investing time into content creation for social, you want it to move your business forward.

LinkedIn continues to prioritize video content.

Experts expect to see video-first continue across social media channels in 2025.  A study by Sandvine found that video usage grew 24% in 2022, accounting for 65% of all internet traffic. And these significant increases were before AI enabled even more video creation.

This video-first trend might seem overwhelming to keep up with, but don’t worry yet. This leads us to our next video marketing trend for 2025.

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4. Repurposing content across social platforms will be a must

With every social media feed prioritizing video content, there will inevitably be some flattening of platform personality. That means more opportunities for light repackaging of the same video assets will exist.

In 2025, savvy brands will turn one video into dozens of marketing assets.

Tami Oladipo, content writer at Buffer, predicts that we’ll see an increase in sharing and repurposing video content across social platforms this year.

“As AI tools become more sophisticated and platforms become mirrors of each other, I think we’ll see creators who are able to stretch themselves more because they are working more efficiently. One long video into multiple pieces of content will likely become the norm, and creators will choose to crosspost to multiple platforms, even in seemingly unexpected places.”

Look to creators and brands you trust for great content repurposing examples. The more creative you get, the more benefit you can pull from every asset you create.

5. Expect more casual local content

The scale enabled by AI and incentivized by social media algorithms across the board prioritizing video will also lead video marketers and content creators to work harder to stand out from the crowd.

Tyler Steinhardt is the Chief Strategy Officer of Vocal Media, a platform dedicated to discovering, supporting, and rewarding creators. He expects to see these videos working against AI, with creators and brands getting closer to home.

“In 2025, we’ll see more locally-produced creator content.” Local content defined by community or physical environments will be harder to replicate with AI tools, and it will appeal to people sharing a common connection, as well as the algorithms favoring human faces and recognizable places.

The quick brand clip from Italian sandwich shop Patrella’s is an example of this local, casual trend. Simple overhead shots of preparing food beat over-produced, professional videos for authenticity.

According to Tyler, “Users will see more restaurant reviews, sports updates, and vlog updates from our neighbors, as every algorithm’s for you page tries to cut through the deluge of AI-content slop that will be flooding our feeds.”

6. Creator communities will fragment

Another shift for video creators in 2025 will be less about content and volume and more about community and personal branding.

“Before the podcast industry’s recent sluggish turn, everything was very communal,” explained Chris O’Keefe, the editor of the weekly Substack The A/B List: Art & Business in Audio and the founder of OK Creative: The Language Agency, which provides writing and narrative services to businesses.

“Content creators, podcasters, journalists, marketers, video, audio—people were just excited to be making stuff and weren’t as concerned with which titles they had or scenes they were associated with,” he said. “Now, with middle-class creator money drying up and many producers feeling hoodwinked by big tech companies, I’m already seeing more clear lines being drawn with how people define themselves. YouTube Creators over here, Audio Podcasters over there. That sort of thing.”

Why does this fragmentation matter for marketers? In addition to impacting brand YouTube channels, podcasts, and more, shifts in creator communities mean changes to partner and influencer marketing, which brings us to the next video marketing trend for 2025.

7. Video creators will expand monetization beyond brand partnerships

In 2024, creators continued the existing trend of placing more content behind a subscription and/or paywall to generate direct revenue from fans. That’s in addition to, or instead of, relying on brand sponsorships

Last year, more than 10 million fans paid for access to content from more than 300,000 creators on Patreon each month. Substack hit 49 million subscribers on the platform in January 2024, and while the content is primarily copy and images, the platform has supported video since early 2022. In 2023, Axios reported that there were more than 17,000 Substack newsletter writers, with the top 10 creators earning $25 million annually, a jump from $7 million in 2020.

Instagram even offered accounts with more than 10,000 followers the option to host a one-to-many chat in a free, private Instagram broadcast channel beginning in 2023, a tool that grew in 2024. By creating more exclusive content, influencers can cultivate a greater sense of community—and, with paywalls, generate more revenue directly from their fans and followers.

Coffee content creator Lance Hedrick posts sponsored videos on Instagram and creates exclusive Patreon content, generating about $7,000 monthly.

The platforms that support these exclusive communities and revenue generation, like Patreon and Substack, will continue to grow. So, in 2025, we’ll see more exclusivity with video content, including vlogs, product reviews, and more.

This shift behind a paywall has the potential to influence influencer marketing. This could mean more opportunities for better quality engagement in exclusive communities and creators who are less interested in smaller deals or working with new brands because they have diversified their revenue streams.

If you’re still considering which influencers you work with this year, be sure to check out content that appears publicly versus in an exclusive community. If you’re already working with influencers regularly, make sure to keep an eye out for changes.

8. Creativity will flourish in marketing videos

This is by far the most exciting trend that experts predict for video marketing in 2025 for both marketers and internet consumers. With the increased accessibility enabled by AI and the resulting increase in competition to stand out, we’ll see an influx of creativity and innovation in video marketing this year.

Big and small brands will be incentivized and empowered to produce more creative videos.

“One optimistic prediction is that we’ll see more innovation by creators,” shared Chris O’Keefe. “I don’t know if we need any more Zoom-style interview shows. With YouTube and Spotify making it easier to create and publish video content, which creators are going to leverage the features to make interesting, immersive, narrative, or cinematic content?”

There will be more pressure to produce compelling, creative video content that stands out due to the shifts in algorithms and the influx of video content enabled by AI. But this pressure is coming from consumer expectations, too. WyzOwl found that 91% of consumers say video quality impacts their trust in a brand, up from 87% in our 2024 report.

AI can help with these increased standards, too—as long as you rely on these tools correctly. Creators and marketing teams alike will have more capability at their disposal with AI tools, in particular. This includes generative AI that can create clips that wouldn’t otherwise be possible (see the cat cooking short above, for example) and editing that makes video sharper and more professional-looking in just a few minutes.

Use these video marketing trends to inform your 2025 strategy

Prioritizing video marketing in 2025 may require more time, effort, and budget, but you’ll see the benefits with increased views, response rates, and, even better, brand affinity. As both the tools to produce videos and the competition to get eyes on them grow, you’ll want to spend your time creating the most memorable content for your brand.

Let’s quickly recap the top video marketing trends that experts expect to see in 2025:

1. Even more AI tools hit the scene
2. Skilled traditional video editors will remain vital
3. Social media will prioritize video even more
4. Repurposing content across social platforms will be a must
5. Expect more casual local content
6. Creator communities will fragment
7. Video creators will expand monetization beyond brand partnerships
8. Creativity will flourish in marketing videos