Top 10 Social Media Video Marketing Trends for 2025

If there’s one constant in video marketing year after year, it’s change. Evolving audiences, emerging platforms, and ingenious tools keep the trend wheels turning smoothly. The future is here, and video marketing innovation shows no signs of slowing down. Staying agile and responsive to these ongoing shifts is critical to seizing opportunities and staying ahead in 2025 and beyond. 

In 2024, authenticity, AI, and audience-first strategies made headlines — so what’s in store for marketers and content makers in media strategy and creativity this year?

---

Is Video Marketing Still Effective in 2025?

In short, yes. Video marketing is expected to continue dominating digital and traditional channels — at least for the foreseeable future. The popularity and effectiveness of this medium in engaging audiences make it a prominent, enduring, and profitable strategy for businesses and marketers alike. 

People are watching more videos than ever before, with over 40% of U.S. users consuming this type of content every day. Social media platforms recognize that video engages users more than text or still image approaches. Platforms like YouTube, TikTok, and Instagram are experiencing dramatic growth and taking center stage in everyone’s lives.

A recent study comparing engagement rates highlights TikTok’s leading position with an average of 5.53%, followed by Instagram Reels at 4.36% and YouTube Shorts at approximately 3.80%. 

In a report by Forrester Research, Dr. James McQuivey suggests a one-minute video is worth 1.8 million written words. Professionals in the field consistently note that video:

• Helps their users understand their product or service
• Increases brand awareness
• Drives traffic
• Attracts leads and sales
• Offers a consistently high ROI

Keeping a close eye on video marketing statistics gives you valuable insights into audience behavior and the performance of video content across diverse platforms. This information empowers you to make data-driven decisions to refine your strategies, optimize content, and stay ahead of the curve.

Related: Social Media Video Ad Specs & Placements Guide

1. User- and Employee-Generated Content 

If you’ve been on LinkedIn lately, you’ve likely heard folks talking about EGC and thought, “Is that a typo?” Spoiler: it’s not. EGC stands for employee-generated content, and it’s created to be similar to user-generated content (or UGC). These types of videos feature real people sharing their unfiltered experiences with your products or services, which fosters a sense of trust and familiarity. 

One of the trends we’re expecting to see in 2025 is brands sharing more EGC. If you’re a small marketing team, you’re probably already participating in EGC when you persuade people around the office to be in your Instagram Reels and TikToks; we expect this to continue next year. 

Pro Tip: Your UGC and EGC content doesn’t have to look unprofessional. You can strategically use video production techniques to elevate its quality while maintaining a sense of realness. 

2. Calculated Risks 

Like we saw through December 2024’s creative best practices, many brands are leaning into calculated risks in their creative campaigns — and we expect this to continue into 2025. 

These brands are taking calculated risks on social media, especially Threads, by often leaning into funny, casual posts. (Take this SmoothieKing post, for example.)

Brands across industries are taking a conversational approach to connecting with other users, including consumers and brands. Of course, some are more casual than others, following Duolingo’s (sometimes chaotic) lead on social media. 

3. B2B Influencer Video Marketing 

In 2025, we expect to see B2B influencer marketing continue to skyrocket on social media. With so many successful brands already launching campaigns — including Canva and Microsoft — and B2B influencers driving significant results, we expect more small and mid-sized brands to join in on this strategy in 2025. 

4. AI Is (Still) Everywhere

AI is here to stay. This technology is revolutionizing video marketing in exciting ways. When using it, however, remember that it’s not a replacement for human creativity and strategic thinking. Nevertheless, it’s a valuable complementary tool.

Some of the key AI capabilities to enhance your video marketing endeavors are: 

• Automated editing: AI-powered tools can automatically generate video summaries, highlight important moments, and even cut unwanted footage out.
• AI-powered scriptwriting: Generative AI can suggest story ideas and draft targeted scripts based on specific topics.
• Video production: AI can create realistic animations, special effects, and even moving images from text prompts.
• Automated voiceovers and captions: AI can enrich your videos with realistic and expressive voiceovers in various languages and inflections. You can also use some tools to automatically add closed captions and transcripts, making videos accessible to a broader audience.

5. Purpose-Built Social Media Creative 

Instead of just throwing your made-for-television ad onto social media, we expect more brands will create content specifically for social media in 2025. What exactly does this look like? 

Overall, it means keeping the platform and its specific requirements in mind during the content creation process. For example, what does well on LinkedIn will probably look different than your content that does well on TikTok. 

For retail or other ecommerce brands, you can create content with shopping in mind. This enables viewers to seamlessly purchase items with a single tap and enjoy creating effortless social shopping experiences that translate into added revenue for your business. 

6. Utilizing New Platforms and Features 

In the new year, there are a lot of potential and expected changes taking place in the social media landscape. 

Some platforms, such as Bluesky, are making their way onto the horizon (sorry, we had to). In addition, different changes within the platforms themselves. Snapchat, for example, is testing new ad placements, TikTok is releasing new tech, and Instagram is releasing a new way to share Reels on a trial basis before rolling them out to your entire audience. 

Each social media platform is a different experience, with its own unique audience, specified formats, particular rules, and so on. Following the latest video trends is no longer enough to get on the good side of the social media algorithm gods. You need to understand the critical differences between your preferred social apps and adjust your content accordingly.

Two of the most prominent platforms in 2025 will continue to be Instagram and TikTok. The former embraces Reels and Stories, favoring engaging narratives, while the latter dives deep into niche communities, embracing educational content and shoppable experiences. 

7. Digital Communities Will Grow 

Last year, we told you about how makers and brands will continue collaborating — and that’s going to continue. In the same breath, these partnerships are going to spark the creation and expansion of digital communities. 

This is also a great opportunity for brands to drive community with video marketing. Building a digital community helps brands diversify their marketing channels to connect with customers. These communities can help in several ways, including by providing them with a direct line of communication to their current and potential customers.

8. Authenticity, Humanity, and Emotion Will Be Critical 

We’ve been talking about authenticity, humanity, and emotion in ad creative and on social media for a while. And, somehow, it keeps becoming increasingly important to discuss. 

Turns out that being your true self pays off when it comes to video marketing. Keep in mind that people crave stories — not sales pitches. That’s why you should weave your message into a narrative that draws viewers in. Users are placing higher value on genuine voices, moving away from traditional sales pitches and formulas, and opting for more authentic content when making purchasing decisions. 

If you want to click with your audience and bond with them at a deeper level, your best bet in 2025 is still to rely on user-generated content (UGC). These types of videos feature real people sharing their unfiltered experiences with your products or services, which fosters a sense of trust and familiarity. UGC is 35% more memorable than traditional ads, leading to 29% higher conversion rates than campaigns without it.

To make the most of your resources, you can benefit from precision targeting that places your viewers at the very heart of your video marketing strategy. Keeping people at the center of your content seems to be the secret ingredient to forming true connections and making your audience feel like they’re part of the story.

9. Cross-Device Video Marketing 

Haven’t you heard? Second screens are all the rage. According to MNTN Research, “83% of American TV watchers use a second device while watching TV, often referred to as second-screen use.” As more brands understand the potential benefits of video marketing across platforms and channels, they’re going to refine their cross-device video marketing strategy to make the most of their available resources. 

Especially for timely or live events — think Netflix sporting events, Olympics streaming coverage, and That Big Football Game in February — brands can use cross-device video marketing to connect with viewers through several channels at the same time. 

Each platform attracts distinct demographics and interests, so you need to understand how your audience spends their time. Your picks will depend on who you’re trying to reach. Focusing only on the most obvious choices based on their popularity and video trends on social media, however, could mean missing potential customers. 

For instance, TikTok is popular among Gen Z, YouTube is the go-to platform for millennials, and LinkedIn is the best bet to reach B2B audiences. LinkedIn may seem like a professional platform reserved for job hunting and promotion posting, but it’s also a trusted source of information. 

10. Connected TV Advertising Will Continue Growing 

Speaking of different channels, Connected TV (CTV) is a channel that continues to grow. According to EMARKETER, “By 2026, CTV will account for 20.0% of time spent with media per day by adults in the US, compared with 11.5% in 2020.” 

But what does this have to do with social media video? Great question; we’re so glad you asked. Many advertisers are using social media to test their CTV creative — and vice versa. Since TikTok is one of the leading channels for emerging trends, some brands have been heading to the platform to test their CTV creative before launching it on the television screen. 

As CTV continues to become increasingly essential within marketing campaigns, be sure to make a plan to repurpose your creative. Plan ahead for your video productions so you can get the most out of your social and CTV creative at the same time. 

Related: Video Production Process: Everything You Need to Know

Produce Trending Social Media Videos at Scale

It’s time to make these trends come to life through your 2025 video marketing strategies. Thankfully, you don’t have to do it alone. 

No matter which trends make the most sense for your brand, the QuickFrame video production platform connects you with creators and production teams who are ready to deliver high-performing video built for every channel, audience, and campaign.

Contact us today to get started! 

Video Marketing Trends: Final Thoughts

Throughout the rest of 2025, video marketing trends are bound to shift, which leaves room for many exciting opportunities down the line. 

Whether you’re a maker, a marketing professional, or a brand seeking video marketing services, one thing stays true: You must keep an open mind and continue embracing change. From finding the best posting times across platforms to crafting an effective testing strategy, there’s a lot to keep in mind. But by monitoring where the industry is heading, you can adapt your strategies to stay ahead of the curve.