Why Video Marketing Is No Longer Optional for Business Growth in 2025

Video consumption continues to dominate online activity, with platforms prioritising video content more than ever. 

In 2025, video marketing has become the cornerstone of successful digital marketing strategies. With 82% of global internet traffic now being video content, businesses must adapt their marketing approach to stay competitive in the digital landscape.

• LinkedIn launched a dedicated video feed on mobile view
• Instagram and Facebook prioritises reels to reach non followers
• Youtube emerged as the #1 podcast listening platform, over 50% of top podcasts in 2024 were released in video formats, compared to just 24% in 2023
• Tik Tok has 8.5 million monthly active users in Australia

The shift from optional to mandatory video marketing reflects our changing preferences and technological advancements.

Why Video Marketing Is No Longer Optional

Shifting Consumer Behaviour

• 82% of global internet traffic is video content
• Average user spends 100 minutes daily watching online videos
• Video engagement rates surpass all other content forms

Platform Algorithm Preferences

Social media platforms heavily favour video content, with algorithms giving priority to video posts over static content. This shift means businesses must adapt or risk becoming invisible online.

Competitive Advantage

Companies using video marketing report:

• 66% higher qualified leads per year
• 93% say video helps customers understand products
• 80% increase in conversion rates when using video

Types of Video Content Driving Results

Short-Form Videos

• TikTok - Known for authentic and relatable content. It is a common sentiment amongst its users, that Tik Tok is way ahead of the trends and news before Instagram and has superior search engine capabilities. TikTok Shop is set to launch in Australia in early 2025 after the massive success in other markets.

• Instagram Reels - more curated approach, yet I have noticed a heavy use of meme style content lately. Sharing reels is the number one way if you want to reach new followers.
• Facebook - While it repurposes a lot of video content from Instagram, they have enhanced video editing tools and features in the app. Their algorithm prioritises original content creation over shared content. Uploading videos directly into the app tend to do particularly well.
• YouTube Shorts -  YouTube Shorts has evolved into a strategic tool for nurturing long-form content while video podcasting has seen significant growth in 2025. Recently Shorts were extended to 3 mins, content that does well here are quick tips, how-to guides and Interview snippets. YouTube allows creators to link Shorts directly to related long-form videos

Short Form Length Recommendations

Educational Content

• 20-30 seconds optimal length
• Focus on single concept delivery

Entertainment Content

• 7-15 seconds ideal
• Hook driven pattern interrupting 

Product Showcases

• 15-20 seconds recommended
• Quick feature highlights

Educational Content

• How-to videos - Show don't tell, include visual demonstrations, end with actionable takeaways
• Product demonstrations - Focus on benefits over features, show the product being used and include common use cases
• Industry insights - Back claims with current data, ideal green screen style videos and share your expert perspective

Behind-the-Scenes Content

Increasingly important for authentic brand storytelling in 2025

• Company culture videos - Unscripted moments of team interactions 
• Process explanations - Keep videos concise and focused
• Team introductions - Feature authentic experiences

Getting Started with Video Marketing

Basic Equipment Needed

You don’t need fancy equipment to make video, the phone in your pocket will create 4K videos! However, I do recommend investing in a microphone because people will endure poor video quality but will tune out to poor audio quality. Capcut is an awesome free program that can use on any device. 

• Smartphone and tripod
• Basic lighting
• Microphone
• Editing software

Content Planning

Having a content strategy is my biggest recommendation when making video content. Otherwise you can waste team resources and precious time making content that doesn’t connect. A good strategy will align with your business goals and provide a clear road map to create content that converts and also repurpose across your content marketing. Get a Content Catalyst Blueprint giving you a practical Content Marketing Strategy and Custom Ai Prompts to map out your content creation https://www.debszabo.com/blueprint

• Topic research to include highly searchable content that answers your audience specific questions
• Platform-specific strategies catering to your audience
• Content Calendar will specific activities and allocated resources

Common Video Marketing Challenges

Limited Resources

• Budget constraints - Thankfully it’s free to make videos and even share them online. Invest some time to research and plan each month. Invest in basic equipment and upgrade as needed. Check out my Video Gear Guide - set up your studio under $100 ⬇️ https://www.debszabo.com/resources
• Time limitations - Video marketing is free, however it does take time. Thankfully with ai, we have been able to shortcut the planning, creation and editing process down considerably. Invest in training to optimise your skills which will essentially save you time in the long run. I have created a free video training on how to set up your ai marketing assistant using Perplexity Ai, watch now ➡️ https://www.debszabo.com/perplexityai
• Staffing issues - Gone are the days when it was the “marketing department” who made content. Businesses need to consider the whole team are content creators. The best way to get a team confident is to provide training and encouragement. I created Content Catalyst Membership to support you and your team with monthly sessions covering - ai marketing, video editing and content planning https://www.debszabo.com/membership 

Technical Skills

• Video editing - Thankfully editing is so much more intuitive now with the help of ai. Even if you outsource video editing, I highly recommend knowing how to do the basics so you can understand how to job scope. 
• Sound mixing - Even bad sound can be fixed in post production but starting with good audio especially when interviewing your guests over zoom will increase the potential to repurpose the content. 
• Lighting setup - Behind good audio, lighting will make a huge difference to the quality of videos and make them look more professional. ( Ladies, good lighting will also take years off).

Ready to level up your Video Marketing?

Join our free live training: "Video Editing for Beginners" on Wednesday 22nd January

In this live FREE training session, I will share how to edit your videos using free program CAPCUT using the desktop app.

If you've never edited a video before or maybe your are familiar editing inside the phone app, then session is for you.

In the session we familiarise ourselves with the features including importing and exporting, then learn how to 🎥

• Trim your video and add Broll
• Add Captions and Text
• Add music

Register Now https://www.debszabo.com/video-editing-for-beginners