Ready to revolutionize your video strategy this coming year? Here are the top video marketing trends we're predicting for 2025.
Do you want to turn your video content into scroll-stopping, results-driving gold? Of course you do! Let’s explore six of the latest trends in video marketing that will shape how brands connect with their audiences in 2025.
Whether you’re a seasoned content creator or just starting to explore video marketing, these trends are set to transform your approach—from the evolution of short-form storytelling to the seamless blend of entertainment and commerce that’s changing how we think about conversion.
1. Vertical video gets longer
The “shorter is better” mantra that dominated social video for years is getting a fascinating plot twist. While short-form video content isn’t going anywhere, platforms are carving out new spaces for longer vertical storytelling—and creators are jumping at the opportunity.
While the short-form platforms like TikTok and Instagram will continue to boom, the content they prioritize is shifting. TikTok allows for videos up to 10 minutes, and the algorithm increasingly prioritises these longer videos.
YouTube, meanwhile, recently announced that YouTube Shorts can now be up to three minutes instead of the traditional one-minute limit. This is part of a similar evolution aimed at finding the sweet spot between bite-sized content and traditional long-form video.
We’ve seen this pattern before, where platforms start with unique restrictions that fuel their growth – think Twitter’s character limit – which are then relaxed as they gain widespread traction. The question now is how creators will use this expanded canvas.
Joel Bankhead, Envato Tuts+ Video Manager
As TikTok and YouTube Shorts mature, they diversify their content offerings to retain user attention and compete with traditional media. For more in-depth and up-close engagement, long-form vertical content is poised to be one of the significant video marketing trends in 2025.
This shift isn’t just about having more time to play with. It’s also opening up entirely new content niches and storytelling possibilities.
While short-form video still dominates for quick engagement, we’re seeing creators carve out successful niches with longer vertical content.
Tom Graham, Senior Video Creator at Envato
In a sense, everything old is new again. For brands and creators, this trend opens up exciting new possibilities. Longer vertical videos allow for the following:
- Detailed product demonstrations that go beyond the surface
- Educational content that doesn’t feel rushed
- Behind-the-scenes content that builds deeper connections
- Multi-part narratives that keep viewers coming back
The key to success is understanding that longer doesn’t mean slower. Even with more time, vertical videos must maintain the dynamic pacing and engaging style that made short-form successful.
2. Short-form video content evolves
Short-form video remains as powerful as ever. But while the format remains king for grabbing attention, how brands and creators use those precious seconds is undergoing a fascinating transformation.
Say hello to the “micro-series” approach
The evolution of short form isn’t just about length—it’s about strategy. Brands are discovering that short-form content works best when it’s part of a larger narrative ecosystem. A 30-second video might capture attention, but the series of connected shorts keeps audiences coming back. This “micro-series” approach is becoming increasingly popular, allowing brands to tell bigger stories in bite-sized chunks.
Authenticity over polish
The most significant shift, however, is in production values. “What we’re seeing is a move away from polished, over-produced content,” Tom explains. “The raw, authentic feel that made TikTok popular is now becoming the standard across all platforms. Brands realise that sometimes the iPhone video shot in poor lighting performs better than the big-budget production.”
For marketers, the key to success in 2025 isn’t just about making short videos—it’s about understanding how to use these evolved formats to tell compelling stories that drive actual business results. Whether you’re selling products, building brand awareness, or driving engagement, the power of short-form content lies in its ability to capture attention and deliver value in seconds.
As we move through 2025, expect to see even more innovation in how brands use these brief but powerful moments to connect with their audiences. The format may be short, but its impact on marketing continues to grow.
3. AI becomes essential
Get ready for a seismic shift in video production. While 2024 saw creators cautiously experimenting with AI tools, 2025 is the year AI becomes an integral part of the video marketing toolkit—but perhaps not in the way you might expect.
“I think we’re going to see an absolute tidal wave of AI tools for content creation being used across video marketing by brands in the next 12 months,” says Tom. “So far, these tools have been in their infancy, but as they get more robust, brands and marketers are starting to throw caution to the wind, using them in live campaigns.”
However, this isn’t about AI taking over completely. Instead of full AI-generated content like the controversial Toys ‘R’ Us campaign, we see a more nuanced integration of AI tools throughout production. This shift is fascinating for small and medium-sized companies looking to scale their video content without scaling their budgets.
For brands, AI offers a powerful way to scale video marketing efforts, adding personalized touches that resonate with viewers on a deeper level.
Michelle Castro, Social Media Specialist at Envato
Marketers will have to learn to tread carefully when it comes to AI. Sure, these tools can serve as a major enabler to help you produce more content, but audiences still crave authentic and realistic engagement. These same audiences are more attuned than ever to spotting AI content and may penalize brands that use it recklessly.
4. Educate to gain permission to market
Remember when marketing was all about the hard sell? In 2025, the most successful video marketers aren’t just trying to convert—they’re teaching their way into their audience’s hearts and feeds.
“More and more people are turning to YouTube and TikTok to learn anything and everything,” says Michelle. “If you want to learn something, just head to social video platforms where you’ll find all the tutorials you need to achieve your goals. Wondering where to eat? Check TikTok videos. Planning a vacation? TikTok has destination guides. Video tutorials are there to help.”
This format creates an opportunity to market. It’s about offering an exchange: we’ll share our knowledge, and in time, we’ll ask you to check out how we can help. Educational content offers an exchange that builds trust.
We’ll see a boom in longer-form educational video courses. This is being used by big companies such as Spotify as brand marketing (and driving subscriber retention).
Joel Bankhead, Envato Tuts+ Video Manager
What makes this trend particularly powerful is its versatility. Educational content—whether it’s animated videos, live demonstrations, expert interviews, or step-by-step tutorials—can be adapted to any industry or audience, whether you’re a B2B software company creating product tutorials, a fashion brand teaching style tips, or a financial services provider explaining complex concepts. This video from Google feels like a friendly tutorial, but it also promotes using Google Flights.
The key to success? Your educational content needs to provide genuine value before making any ask. Think of it as building up “trust credit” with your audience—the more you teach, the more permission you earn to market your products or services.
5. Social video becomes a cultural force
In 2025, social video isn’t just part of the cultural conversation—it’s driving it. For marketers, understanding how video moments transform into movements has become crucial for authentic audience connection and campaign success.
“In 2024, we experienced a wave of raw, unfiltered video moments that brought us closer online,” says Michelle. “From the Four Seasons baby capturing our hearts to the cutesy ‘demure’ trend taking over, video content delivered one surprise after another. We also saw ‘Brat Summer’ go viral (apple dance, anyone?) and the ‘Man in Finance’ becoming a hit song through the first half of 2024.”
For marketers, these cultural moments represent more than just entertainment—they’re opportunities to connect with audiences in ways traditional advertising never could. The key is understanding how to participate authentically in these conversations without coming across as trying too hard.
These shared video experiences not only connected us but also created exciting marketing opportunities for brands, influencers, and creators to dive into and engage audiences in fresh ways.
Michelle Castro, Social Media Specialist at Envato
“The challenge for brands isn’t just spotting these trends—it’s knowing which ones to engage with and how,” Tom explains. “Low production value, high entertainment value and a vibey product is a recipe for clicks and cash. But it has to feel natural to your brand voice and values.”
6. Commerce and entertainment converge
The line between entertainment and e-commerce is disappearing faster than you can say “add to cart.” In 2025, video content isn’t just about engaging audiences—it’s becoming the fastest path to purchase.
TikTok Shop, the platform’s built-in e-commerce solution that transforms how brands approach social selling, is at the forefront of this evolution. What makes this particularly powerful is its seamless integration into the content experience—users don’t need to leave their endless scroll to make a purchase, and creators can monetize their influence more directly than ever before.
A combination of UGC and influencer-led campaigns that are actually point of sale moments masquerading as entertaining video clips. The traditional gap between entertainment platforms and e-commerce platforms is going to shrink in a big way. The path of least resistance from discovery to purchase.
Tom Graham, Senior Video Creator at Envato
This shift is reshaping how brands approach their video strategy. Rather than creating separate content for entertainment and commerce, successful marketers blend these elements into a cohesive experience. The key elements driving this transformation:
- Live shopping: Real-time product demonstrations and limited-time offers create urgency and interaction, turning passive viewers into active buyers.
- Creator partnerships: Authentic product recommendations from trusted voices carry more weight than traditional advertising, especially when paired with instant purchase options.
- Seamless integration: The most successful brands don’t just sell products; they create entertaining content that happens to feature purchasable items.
“Short form is still going to be the king of conversion content,” Tom emphasizes. “Short, clippable, clicky clips that make people want to stop scrolling and check you out. Low production value, high entertainment value and a vibey product is a recipe for clicks and cash.”
For brands looking to capitalize on this trend, maintaining the delicate balance between entertainment and commerce is key. The moment content feels too “salesy,” engagement drops, and conversion rates follow.
Take your video marketing to the next level!
As we look ahead to 2025, the world of video marketing is more dynamic than ever. From AI-powered tools to the evolution of social commerce, these trends are reshaping how brands connect with their audiences.
Need help creating your next hit video? Jump to Envato for an endless selection of assets that power up production. From video templates to stock footage and trending fonts to stunning motion graphics, you’ll find everything you need in one place. And as part of your overall marketing strategy, don’t miss out on the latest TikTok trends or what’s happening in the music world.
