10 ways to use video in your 2025 marketing strategy

Video marketing continues to evolve and in order to remain competitive and reach your audience, you need to stay ahead of the latest trends. With advancements in AI, interactivity, and personalised content, video is more powerful than ever for engaging audiences and driving conversions.

But we know making time to focus on your video marketing strategy is a struggle, so we’ve pulled together different ways you can use video.

Of course there’s the ‘starter’ collection of marketing videos including your hero film, promotional videos, demo videos, etc., and if you don’t yet have these then this is a good place to start, but if you’re looking for new ideas that will help your brand stand out and reach new audiences, here are 10 ways you can use video in your marketing strategy in 2025:

1. Short-form video for social media

Platforms like TikTok, Instagram Reels, and YouTube Shorts are thriving. Brands should be creating engaging, bite-sized videos tailored to specific audience preferences. Content that’s authentic, funny, or educational tends to perform best. 

Duolingo is a good example of a brand doing this well as it uses humorous and trending content on TikTok to enhance brand awareness and engage its 15 million followers.  

2. Personalised video messages

You probably know yourself that feeling you get when you receive something with your name on it. Your consumers are no different and basic personalisation is expected at this point. Personalisation allows brands to send unique video messages to customers. Whether it's a welcome message, a product recommendation, or a thank-you note, personalised video marketing enhances customer engagement and loyalty. 

3. Interactive and shoppable videos

Shoppable videos enable customers to purchase products directly within the video itself. Interactive elements such as polls, quizzes, and clickable links create an immersive shopping experience, reducing friction in the buyer’s journey.

4. Live streaming for authentic engagement

Live streaming remains a key trend, allowing brands to connect with audiences in real time. Companies can host Q&A sessions, product launches, and behind-the-scenes tours to build trust and foster a sense of community. 

Apple streams its product launches globally, generating massive engagement and media coverage.

5. Educational and how-to videos

Providing value-driven content through tutorials, explainer videos, and webinars establishes your brand as an authority in your industry. These videos cater to both new and returning customers by solving their pain points. 

HubSpot creates in-depth marketing tutorial videos that help businesses improve their strategies.

6. Customer-centric content campaigns

Brands are moving away from influencer marketing and towards customer-centric campaigns that focus on genuine consumers using and solving their pain points with your service or product. This type of content builds credibility and provides social proof.

7. Virtual reality (VR) and augmented reality (AR) experiences

AR and VR allow brands to offer immersive experiences, such as virtual product trials, 360-degree videos, and interactive storytelling. These technologies enhance customer engagement and improve purchasing decisions. 

An example of this is IKEA’s AR app that lets customers visualise furniture in their own homes before purchasing. According to IKEA, the app had been downloaded over 8 million times as of September 2024. 

8. Video testimonials and case studies

Customer success stories and testimonials in video format are more compelling than text reviews. Authentic, real-life experiences help build trust and influence purchasing decisions as people buy from people after all.

9. Behind-the-scenes and brand story videos

Consumers love to connect with brands on a deeper level and sharing behind-the-scenes content, company culture, and brand stories does just that. It humanises your business and builds emotional connections with your audience as they feel like they know you.  

Patagonia is an example of a brand doing this well as it shares behind-the-scenes content on sustainability efforts, strengthening its brand identity and reinforcing the company’s culture and mission.    

10. SEO-optimised video content

Search engines prioritise video content so you are missing a trick if you’re not optimising video titles, descriptions, and transcripts with relevant keywords that help improve search rankings. Embedding videos on your website can also boost engagement and watch time. 

As video continues to dominate digital marketing in 2025, businesses must stay ahead of trends to maximise engagement and ROI. From AI-driven personalisation to interactive shopping experiences, video offers endless possibilities for brands to connect with their audience in meaningful ways.

If you’re looking for video support with an agency who will collaborate and partner with you, then we’d love to talk. Get in touch today to talk through your marketing strategy and video requirements.