A decade-long journey of growth, innovation, and impact in business marketing
Think back to 2015. If your brand had a video, it was probably a homepage explainer or a one-off YouTube upload. Back then, video was a novelty—a nice visual extra that helped you stand out if you had the budget for it. Fast forward to 2025, and video has become a foundational part of digital marketing. In fact, it’s hard to imagine a successful marketing strategy that doesn’t include some kind of video content.
The shift didn’t happen overnight. It took years of technology improvements, platform evolution, and consumer demand to get us here. This post breaks down how video marketing evolved from an emerging format to a marketing must-have—and why now is the perfect time to double down on video.
The Growth Timeline: 2015 to 2025
Over the past decade, we’ve watched video marketing transform from a side project into a central business function. It’s no longer just for brand awareness—it’s integrated into sales, onboarding, customer service, and even internal communication.
In the early days, brands were dipping their toes in the water with simple explainer videos or product intros. Most were uploaded to YouTube and embedded on websites. Then, platforms like Instagram and Facebook added support for native video. Suddenly, videos became more mobile-friendly, and their reach exploded. By the time TikTok came onto the scene, short-form video had become the dominant content format.
The pandemic in 2020 accelerated the shift. With in-person events, meetings, and shopping disrupted, video quickly became a lifeline for businesses trying to stay connected with their audiences. This wasn’t a temporary fix—it set the stage for what video would become: essential.
- 2015: Brands experiment with basic video content—mostly explainer and promo videos.
- 2018: Social media integrates live video and short-form formats.
- 2020: Video becomes a primary communication tool during the global pandemic.
- 2023: 91% of businesses use video marketing, the highest ever recorded (Wyzowl).
- 2024–2025: These numbers hold strong, with more businesses embedding video into every phase of the customer journey.
Video marketing today is not just widespread—it’s expected.
Why Video Marketing Took Over
The rise of video in marketing isn’t just about technology—it’s about what audiences respond to, how platforms reward content, and how easy it’s become to create. Marketers didn’t just adopt video because it was trendy; they embraced it because it delivers results and meets people where they are.
1. Social platforms made video unavoidable
Social media changed the game by elevating video content above everything else. Facebook, Instagram, LinkedIn, and especially TikTok gave video priority in their algorithms. That means higher reach, better engagement, and more ROI for marketers who adopted video early.
2. Tools made video accessible for everyone
Today, you can create high-quality videos using your phone and free or low-cost tools. Platforms like Canva, Pictory, Descript, and CapCut allow marketers to record, edit, caption, and publish videos in minutes.
3. Video delivers measurable impact
- 90% of marketers say video gives them a good return on investment (Wyzowl, 2024)
- 96% say video improves user understanding of their product or service
- 95% report that video increases brand awareness
- 87% say video increases website dwell time and contributes to sales
4. Customers want more video
Wyzowl found that 91% of consumers want to see more video from brands. Video is easier to consume than text, more entertaining than static images, and more trustworthy than a product page.
89% of people say watching a video convinced them to make a purchase.
The Types of Videos That Made the Biggest Impact
- Explainer videos: Short, informative, and perfect for explaining products or services.
- Social media videos: Quick, engaging, and built for scrolling—ideal for TikTok, Instagram Reels, and YouTube Shorts.
- Testimonials and case studies: Showcase real customer experiences to build trust and credibility.
- Product demos: Highlight features, answer FAQs, and remove friction from the buying process.
- Video ads: Promote offers, drive traffic, and create awareness through paid campaigns.
- Training and onboarding videos: Used internally for educating staff or externally to help customers succeed.
- Interactive and shoppable videos: Let users click, explore, and even buy directly within the video itself.
More businesses are also exploring behind-the-scenes content, thought leadership interviews, and live Q&A sessions—proving that authenticity and relatability matter just as much as polish.
What the Data Says About Usage and Spending
- 91% of businesses used video marketing in both 2023 and 2024.
- 88% of marketers in 2024 said video is a vital part of their strategy.
- 42% of marketers reported spending less than $500 per video.
- 68% of non-video marketers planned to start using video in the near future.
The key isn’t the cost—it’s the message, format, and platform.
Common Challenges and How Marketers Are Solving Them
Even with all the benefits, video marketing isn’t without its challenges. Marketers still face hurdles like time constraints, limited budgets, and difficulty measuring ROI.
Common roadblocks include:
- Lack of time to create consistent content
- Limited knowledge of video editing tools
- Uncertainty about where to publish or promote videos
- Difficulty tying video metrics to business outcomes
Smart solutions:
- Using AI-powered tools for scriptwriting, editing, and voiceover generation
- Repurposing existing content into short clips, reels, or email embeds
- Batch producing video to streamline publishing across multiple platforms
- Embedding video into sales funnels, email automation, and CRM systems
By focusing on process, not perfection, marketers are making video more scalable than ever.
Where Video Marketing Is Headed in 2025 and Beyond
We’re seeing a shift from simply using video to using it strategically and creatively at every stage of the customer journey.
Key trends:
- AI-generated videos: Tools that create talking-head avatars or animated explainers from plain text.
- Personalised video experiences: Tailored to individual users based on behavior, history, or location.
- Shoppable video: Viewers can click and buy directly in the video.
- Voice search optimisation: Brands are optimising metadata, transcripts, and captions for discoverability.
Expect more integration between video and other channels—email, SMS, social, and even customer service.
Why You Can’t Afford to Ignore Video in 2025
Let’s be clear—video marketing isn’t just a nice-to-have anymore. It’s a core expectation from your audience and a high-performing tool for your business.
And here’s the good news: You don’t need a huge budget or a film crew to get started. What you need is a clear message, a consistent approach, and a willingness to try.
So if you’ve been thinking about creating more videos—or finally getting started—now’s the time. The platforms are ready. The tools are accessible. And your customers are already watching.
Need help building your video marketing strategy for 2025?
Whether you’re launching your first campaign or scaling your video content across platforms, we’re here to help you make it count.
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