The importance of video marketing in 2025
From Instagram Reels, to the upcoming Edits app, YouTube, TikTok, and everything in between, it’s not hard to see that video marketing is huge right now!
Let’s dig into some insights that illustrate the importance of video marketing in 2025 - and why you should be utilizing it!
96% marketers say video has helped increase brand awareness
Increasing brand awareness is a common goal for brands/businesses on social media, and if this is one of your goals, you may want to consider creating and sharing more videos!
Viewers retain 95% of a message when watching a video
You may be shocked to learn that viewers retain only 10% of a message when they read it in a text. If you want your audience to remember more about your brand, products, or services, and to remain top of mind, it’s a good idea to create more videos.
While videos can be more memorable, it’s important to remember that it’s also good to offer diverse content, so sharing text/image based content is still important. For these types of content, you may want to keep it short, sweet, and punchy.
50% of all time spent on Instagram is on Reels
Instagram may have started as an image sharing platform, but video content is popular on the app, with Reels accounting for 50% of time spent on Instagram. For your business, this means that you should be creating at least some Reels content. If you’re relatively new to the app or you’ve been anxious about taking the leap to video, check out our how-to here: How to create and post videos to Instagram Reels
Video has influenced 87% of people to purchase a product or service.
Have you ever purchased a product or service after watching a video? I know that I have, probably more times than I can count! One report showed that 87% of consumers have been convinced by a video to make a purchase. It’s also not unusual for products or businesses to go “viral” on social media because of a video from the brand themselves, an influencer, or the average person.
83% of consumers want to see more videos from brands in 2025
Last, but certainly not least, consumers want to see MORE videos from brands in 2025. So if you’re looking for ways to grab attention, boost awareness, and want to create content people want to see, creating more video content is a great way to test the waters when it comes to optimizing your marketing. Not only do consumers want to see more from brands in 2025, but in a 2024 report from Sprout Social, 81% of users stated that they want to see more short-form videos from brands (think under 10 minutes). While Instagram and TikTok used to limit their short-form content from about 30-60 seconds, they have now increased those limits, as users are also open to short-form content that runs a liiiittle bit longer (say 3-10 minutes for example), if the content resonates and entertains them.
If you want to start out with something simple that doesn’t take up a ton of resources (i.e. time and money), we suggest trying out video content for Instagram Reels, YouTube Shorts, and/or TikTok. Here are some examples of content ideas:
Tutorials/how-tos/educational content
Sneak peeks (i.e. teasing upcoming products)
Behind-the-scenes content (i.e. photoshoots, packing orders, etc.)
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