2025 Video Trends for Marketers
In 2025, brands that aren’t fluent in video are falling behind. But as demand increases, so do the expectations, the pressure to stand out, and the complexity of delivering consistent results.
At Heck, we’re right in the thick of it—working with brands that want bolder, braver video content that actually gets watched. So we’ve rounded up the key trends shaping the video marketing landscape this year and added our perspective on what matters most for marketers in 2025.
Video Marketing Is Still Growing
According to Magna’s 2025 U.S. Ad Forecast, total ad sales hit $380 billion in 2024—a 12.4% increase over the prior year. That’s huge. But heading into 2025, economic uncertainty and trade headwinds have cooled expectations, with growth forecasts dropping slightly from 4.9% to 4.3%.
Despite a more cautious outlook, video remains a priority spend for marketers. In fact, 36% of marketing teams are investing in video ads, and even more are leaning into organic video content as a key part of their strategy.
Here’s why:
82% of consumers say a video convinced them to buy a product or service.
89% want more video content from brands.
Over 90% of businesses already use video marketing.
In other words: even in an unpredictable economy, marketers are betting on video.
AI in Video: Hype vs. Reality
There’s been no shortage of hype around AI in video production. Last year, 75% of marketers said they were using AI to create or edit video content. But in 2025, that number has dropped significantly to 51%.
Why the pullback? It likely comes down to quality. While AI tools have come a long way, AI still struggles to match the creative sharpness and emotional intelligence of human-made content. That’s especially true when it comes to storytelling, nuance, and moments of cinematic or artistic risk—areas where AI-generated content often falls flat.
At Heck, we’re not totally anti-AI—we use it to speed up parts of the process or explore ideas—but we know the magic still comes from human artists. Consumers know the difference—and they’re watching closely.
Engagement Is Down. Expectations Are Up.
The 2025 Wistia State of Video Report found something surprising: video engagement dropped 7%, the biggest dip in four years.
Short-form videos were hit the hardest—not because people are tired of them, but because audiences expect more. Today’s viewer won’t wait for your message to get to the point. You’ve got less than 10 seconds to grab attention, and even less if your content feels generic.
What’s Working Right Now:
Bold, saturated visuals that stand out in a scroll. Think animated or mixed video!
Unique POVs (literally)—think first-person angles or unexpected camera moves.
Absurdity and surrealism—we’re seeing more brands experiment with AI-influenced aesthetics and weird internet humor to stand out.
Authenticity—docu-style, real people, real moments.
Analog & nostalgic vibes—people are craving warmth and imperfection in a hyper-digital world.
Audiences are sophisticated now. They’ve seen it all—and can tell instantly when something’s lazy, overtemplated, or lacks soul.
In-House Video Isn’t Always Easier
Over half of marketers are now creating their own videos internally. With more user-friendly tools, better cameras, and templates galore, it’s never been easier to make a video.
But here’s the challenge: scaling quality video production is hard.
The DIY approach can work great for quick hits, but most teams struggle to:
Keep content fresh
Stay consistent across channels
Maintain a high bar for creativity and polish: 91% of consumers say video quality directly impacts brand trust
Carve out the time—lack of time is still the #1 barrier to video adoption
That’s why more teams are now using a hybrid model: making some content themselves and partnering with external video pros (👋) when they need something that stands out. That’s why Heck’s Post Plans are taking off. We plug in as an extension to marketing and video departments delivering consistent beautiful content with access to our whole team of pros for less than the price of hiring an additional employee.
Creativity Is the New Currency
Cookie-cutter, high-volume video content doesn’t cut through anymore. In 2025, creative risk is what gets noticed.
We’re seeing this reflected in:
"One-shot" ads: simple, technically challenging spots that deliver emotional punch without quick cuts or flashy edits.
Surreal and stylized visuals: inspired by AI art, retro aesthetics, or even anime.
More weirdness: unconventional storytelling, strange humor, and unexpected twists.
Marketers who take creative swings—who are willing to break format or be slightly weird—are the ones winning attention.
Video Strategy Tip: Repurpose Everything
With engagement harder to earn and attention spans still shrinking (the average is now around 47 seconds), brands are getting smarter about squeezing more out of every video.
Here’s what that looks like:
Turn a long-form video into social clips, blog posts, GIFs, and email content.
Use animation or motion graphics to reimagine older assets.
Design videos for multi-platform performance, not just YouTube or your website.
At Heck, we often build campaigns, like this one for the American Bankers Association, where one shoot feeds an entire ecosystem of cutdowns, carousels, and email content.
Takeaways for Marketers in 2025
Video remains your most powerful marketing tool—but only if it’s done right. Here’s our advice to marketers who want to succeed in this evolving landscape:
Invest in quality – Because 91% of your audience is judging your brand on it.
Lead with creativity. Capture attention in the first few seconds. Use video to tell stories, not just push messages. Tell us your message and we’ll help you craft a story!
Repurpose smarter. Build video content that can be broken down and re-used across channels.
Balance in-house with outside experts. Don’t let speed and convenience get in the way of standout creative.
Experiment boldly. Try weird angles, nostalgic tones, surreal visuals. What worked last year won’t cut it now.
And when you’re ready to make something that people don’t just scroll past—but actually watch, feel, and remember—we're here. Let’s make a video!
