Video Marketing on Social Media: Trends to Watch in 2025
Video Marketing on Social Media: Trends to Watch in 2025
Video content is no longer just a trend - it’s the engine of digital marketing in 2025. With short-form videos dominating feeds and platforms investing heavily in new video tools, there’s never been a better time for businesses to rethink their video marketing strategy.
In this post, we’ll break down the top video marketing trends for 2025, what’s changing across social platforms, and how business owners can tap into these shifts for better engagement, reach and conversions.
Why Video Is Still King in 2025
Here’s why smart marketers continue to double down on video:
- 📊 Video content will account for 82% of all internet traffic in 2025.
- 🚀 Short-form video delivers the highest ROI of any content type for 21% of marketers.
- 🔇 On Facebook, 74% of video content is viewed without sound, making captions a must.
If you’re not prioritising video in your marketing strategy, you’re missing out on your audience’s attention.
Top 10 Social Media Video Marketing Trends in 2025
1. Short - Form Video is the Default
Whether it’s TikTok, Instagram Reels or YouTube Shorts, short-form video is now the format users expect. According to HubSpot, 29% of marketers use short-form video in their campaigns - and it's the format delivering the best ROI.
If you’re not already leveraging this, it’s time to start creating snackable, vertical content that grabs attention in under 10 seconds.
2. TikTok’s Massive Reach
TikTok now has 24.8 million monthly active users in the UK – that’s more than a third of the population (The Global Statistics, 2025). With TikTok Shop booming and social commerce growing rapidly, it’s a goldmine for businesses with strong creativity.
💡 Tip: Focus on authentic, low-production-value content that resonates with your target audience.
3. YouTube Shorts Explodes
YouTube Shorts sees 200 billion daily views globally (Cannes Lions 2025), making it a serious contender for short-form dominance. It’s the perfect platform for educational “value bombs” or repurposing podcast clips.
4. Instagram Reels Matures
Engagement on Reels has levelled at around 0.5% (Socialinsider, 2025), outperforming static image posts. Reels remain a solid space for trend participation, educational tips, and branded storytelling.
5. Silent Video is Standard
74% of people watch videos with the sound off (Sprout Social). Make your content accessible and attention-grabbing with:
- On-screen text
- Captions
- Visual cues instead of dialogue
6. Live Shopping and Social Commerce
The UK social commerce market is set to hit £49.2 billion in 2025, up 22.7% year-on-year (ResearchAndMarkets). Live shopping is no longer just for eCommerce brands - B2B companies are embracing it for Q&As, product demos, and launches.
7. LinkedIn Video is Growing
Weekly video posts on LinkedIn see 23% more engagement than static posts (Zebracat, 2025). If you’re in professional services, thought leadership via short, captioned videos is a must.
8. AI-Powered Video Editing
From tools like Runway and Descript to Adobe Firefly, 71% of agencies now use AI for video editing (Wyzowl, 2025). These tools streamline editing, resize for every platform, and speed up delivery without sacrificing quality.
9. Purpose-Driven, Accessible Content
Accessibility is not just a “nice-to-have”. From subtitles and alt text to visually inclusive design, content that’s made for everyone performs better and complies with growing platform requirements.
10. Personalised, Data-Led Creative
Dynamic video ads are becoming standard. By connecting your CRM or email platform to ad tools, you can serve customised videos with names, locations, or product interests – all in real time.
How to Build a Winning Video Marketing Strategy in 2025
Here’s your roadmap to success:
🎯 Step 1: Set One Goal Per Video
- Brand Awareness – use emotion, humour, and story
- Engagement – educate or inspire with quick value
- Conversions – highlight products/services and include a strong CTA
📱 Step 2: Match Content to Platform
TikTok
- Format: 6–20 second vertical videos
- Strategy: Lean into trending sounds, storytelling, and user-generated content (UGC)
- Tip: Keep it raw and real – low-production often wins here
Instagram Reels
- Format: 15-second Reels work best
- Strategy: Share bite-sized tips, behind-the-scenes, and product highlights
- Tip: Use trending audio, clear text overlays, and punchy hooks in the first 3 seconds
YouTube Shorts
- Format: 30–45 second vertical clips
- Strategy: Deliver fast value – think how-tos, top tips, or mini explainers
- Tip: Hook your audience instantly and use strong thumbnails and end screens
- Format: 45–90 second captioned videos
- Strategy: Share thought leadership, client results, and industry insights
- Tip: Keep it professional but personable – and always subtitle for silent viewers
🧠 Step 3: Optimise for Silent Viewing
- Burn captions directly into the video
- Use bold headlines and text overlays
- Rely on visuals instead of voiceover
🤖 Step 4: Leverage AI Tools
Popular tools include:
- Descript – edit video by editing text
- Runway – automatic cutdowns, resize
- Adobe Express – templates & auto-branding
You can edit, caption and publish multi-platform videos in under 30 minutes.
Common Mistakes to Avoid
❌ Posting landscape videos to TikTok or Reels
❌ Skipping captions - especially with paid ads
❌ Ignoring analytics like watch time or drop-off rate
❌ Uploading once and never repurposing
❌ Relying on trends alone without value
FAQs About Social Media Video Marketing
Q1: What’s the ideal video length in 2025?
- Short-form (TikTok, Reels, Shorts): 6–20 seconds
- B2B/LinkedIn: 45–90 seconds
- YouTube How-To/Explainers: 8–12 minutes
Q2: Do I really need to add subtitles?
Yes. With most users watching on mute, captions improve both engagement and accessibility.
Q3: How often should I post video content?
Aim for 3 - 5 short videos per week and one long-form or live video per month, depending on your strategy.
Q4: Are AI editing tools worth it?
Absolutely. Most cost less than £20/month and dramatically reduce editing time.
Q5: What if I don’t have a big video budget?
Start small. Even smartphone-shot content can work wonders with strong storytelling and editing. Focus on consistency and clarity over perfection.
Final Thoughts: Stay Ahead of the Scroll
The key to success in video marketing on social media in 2025 is simple: meet your audience where they are, in the format they prefer, with content that connects.
Need help bringing that strategy to life?
🚀 Let’s Talk Video Strategy
At Evolve My Media, we help businesses turn ideas into scroll-stopping video content across TikTok, Reels, Shorts, and LinkedIn. From planning and scripting to editing and publishing - we’ve got you covered.
👉 Book a free strategy session now at www.evolvemymedia.co.uk
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