In the words of Mark Robertson, the former head of marketing at vidIQ, ”Online video is the Swiss army knife of internet marketing.” Why? Like the knife, it’s super versatile and can be used throughout the customer lifecycle, from marketing to sales to customer service.
Video’s effectiveness is further confirmed by 80% of marketers reporting it to increase sales, while 87% attribute website traffic boosts to it. Moreover, more than 45% of people watch at least an hour of Facebook or YouTube videos per week.While these figures seem quite promising, the actual process of creating video content isn’t half as rosy.
Compared to textual content marketing, which has had over a decade to mature, video marketing is comparatively in its infancy. So, there’s a lower level of familiarity and technical expertise when it comes to creating video content. Then, there’s the added cost of buying and maintaining video production equipment and editing apps.
On top of that, small business owners and entrepreneurs often struggle to find the time and resources to create high-quality video content on a consistent basis. The lack of inspiration and ideas is another hurdle. We’ve kept all these factors in mind to put together a guide on video content creation strategies that will help you ace your video campaigns in 2025.
Use Storytelling to Engage Your Audience
Keeping your audience engaged through video content requires more than mere aesthetics. Storytelling is the way to go since it uses the interactive medium of video to foster an emotional connection with the viewer.
Certain narrative devices, like a protagonist and a conflict to resolution arc, can help you tell a story. For example, in Zoho’s marketing automation video, they don’t simply tell you their product’s features. Rather, they use Allison, a chief marketer, as a protagonist. She discovers Zoho’s efficiency throughout the video.
However, it’s important for these stories to be authentic and not just based on inflated advertising claims. Marketers are now realizing how important it is to actually speak to the audience. That’s why nearly 48% of them actively engage with their audiences, and another 31.8% want to be more transparent about their campaigns than before.
Here are some authentic storytelling frameworks that could work:
- Telling a personal experience
- Presenting someone else’s experience (such as a customer success story or a testimonial)
- Showing an arc of learning (how a product or service helped someone overcome challenges and reach success)
- Using humor to be relatable to your audience
A tried and tested approach is the Hero’s Journey framework or a monomyth. It follows the journey of a hero who sets out on an adventure, faces challenges, and ultimately returns home with newfound wisdom or treasures. Anyone who has watched The Hunger Games or The Handmaid’s Tale has seen this framework in action.
In your marketing campaign, the hero could be your product, and the journey is how it helps solve a problem for your audience. Or, your customer could be the hero. They might be struggling with a challenge, but with your product or service, they are able to overcome it.
A good storytelling example of this sort comes from Casper, the popular mattress company. Their YouTube video series, Casper True Stories, is a quirky take on real customer testimonials. Every video shows how Casper’s products came to the customer’s rescue.
On TikTok, they posted 16-second clips of it. These shorter videos help build anticipation for the longer video and serve as teasers to attract viewers to their YouTube channel.
@voguemagazine Summer is on #kendalljenner’s mind but first, she’s sharing her guide to sun-kissed skin and her spring take on “French-girl makeup.” Tap the link in our bio to watch the model’s latest episode of Vogue’s #BeautySecrets ♬ original sound – Vogue
With an AI content repurposing tool like Veed, you won’t even have to select these clips yourself. The tool’s algorithm automatically selects the best short-form clips from your longer video.
You don’t have to limit yourself to video-to-video repurposing. The content inside your video can also be transformed into a longer podcast or a helpful infographic. If there’s enough copy to work with, you can even expand it into a blog post.
An AI tool like Vidyo can do the preliminary work for you. It converts any video into a blog outline that you can use as the base. Don’t post the same content verbatim, though. Change it up by adding more details and personal insights to make it comprehensive.
Enhance Visual Appeal with Advanced Editing Techniques
We’re in a time where even solo content creators are doing a stellar job at aesthetics and editing. So, sure enough, audiences expect a better, if not the same, level of quality from branded content.
These preferences often differ across platforms, too. TikTok is relatively casual with low-fi videos, while Instagram users prefer the high production value. So, if you’re repurposing content for the latter, don’t skimp on visual appeal.
The good news is that you don’t necessarily have to be a pro, thanks to the wide selection of editing tools. For example, you can use a dedicated promo video maker with ready-to-use industry-specific templates rather than starting from scratch.
Similarly, play around with text and typography to emphasize your message. Motion graphics can further engage your viewers. Experiment with different styles, such as kinetic typography or 3D text animations. The Burger King rebrand video is a good example here. You can use Adobe After Effects to create similar motion graphics or animated characters for your storytelling campaigns.
This approach also works quite well with short-form video content, especially on TikTok, where you can create playlists of all content falling under the same series. For example, Depop has a ”Build a Fit” playlist on TikTok, which contains videos of them interviewing people on the street, asking them what they would wear during an apocalypse.
@depop Build a Fit… #depop #streetinterview #newyorkstreetstyle #washingtonsquarepark #fashionopinions #kyliejenner #khy ♬ original sound – Depop
Since user-generated videos (selected by 55% of respondents) are the best-performing content on TikTok, you can also create episodes based on testimonials. For example, every week, you share a customer video showing how your offering changed their life for the better. These videos will improve your brand’s online reputation and increase customer trust.
Optimize Your Videos with Analytics
Even the best social media video strategy won’t be enough if you don’t update it regularly based on the insights data reveals. Use video analytics tools to keep an eye on your video content’s performance. You can then use this information to determine which videos seem to be hitting the spot and which have missed the mark.
Some important data to collect are the number of views, interactions, shares, watch time, drop-off rate, engagement rate, and conversion rate. With Wistia, you can even see which parts of the video your audience has skipped or replayed.
ThriveHive (now LocaliQ), a growth marketing platform, used Wistia to combine episodic videos with analytics. The company created a series called ‘’Locals’’ to show the behind the scenes of local businesses. Then, they used Wistia to analyze each episode’s analytics, such as social shares, completion rates, and views.
Canva has a free explainer video maker that you can use to get started. It even lets you create media and content with AI to make the process even faster.
Stay Ahead with Emerging Video Trends
Every year, new video trends emerge. Two years ago, it was short-form video content, and now it’s immersive elements like augmented reality (AR) and virtual reality (VR). It’s important to keep up with these trends as they arise since all your competitors will already be on board.
Trend-driven video creation keeps your content competitive enough to stand out and grab viewers’ attention. It also shows your audience that you keep up with the changing times, positioning you as a forward-thinking brand.
Use social media listening tools to hear which topics and new trends are being discussed the most in your industry. You can also see how influencers are using video content since they’re usually the first to hop on new trends due to their proximity to industry chatter and audiences.
Going forward, you should also incorporate AR and VR into your video marketing strategy. These digital twins make your videos more immersive and interactive, holding attention for longer times. Our guide on VR marketing examples can provide more guidance.
Plus, include UGC in your social media video strategy since it builds social proof and trust. It also adds more diversity to your content, making it appear like you have a large, varied community of fans and customers. Away, the luggage brand, uses UGC to show its products in their real habitat (airports, tourist spots, etc.).
Speaking of social video content, short-form vertical videos rule the marketing space due to the audience ubiquity on Instagram and TikTok. So, you should not miss the opportunity to create shorter videos for your brand.
Your 2025 Video Strategy Starts Here
As you can see, the video marketing space is extremely diverse. There are many ways to use videos, regardless of your audience or niche specifics. From VR videos to shoppable ones and live streams, you can use video content to interact with audiences, sell products, educate viewers, show customer testimonials, and more.
If you’re struggling with ideas, use brand video examples from other businesses that have gotten it right. While you’re at it, keep up with new trends so that your videos are always relevant and competitive.
Frequently Asked Questions
What are the best strategies for creating engaging video content?
Here are the best strategies to create video content:
- Use storytelling to engage your audience
- Repurpose video content across platforms
- Enhance visual appeal with advanced editing techniques
- Personalize your videos with AI tools
- Create episodic video content
- Optimize your videos with analytics
- Make interactive videos to boost engagement
- Use live streaming to connect in real time
- Build authority with explainer videos
- Stay on top of emerging video trends
How can I use analytics to improve my video content?
Check metrics like watch time, conversion rates, drop-off points, and engagement rates. Then, use this data to tweak your content, like improving intros if viewers leave early. Analytics can further help you understand your target audience’s preferences and interests so you can create more relevant video content.
What are the most effective ways to repurpose video content?
Start with a long-form video (like a webinar) and then chop it into bite-sized clips for TikTok, YouTube Shorts, X videos, or Instagram Reels. Turn the key points into blog posts or infographics. You can even extract audio for a podcast or explainer videos.
How can I personalize videos for my audience?
You can greet viewers by name, recommend products they love, or highlight topics they are interested in. Data from analytics or CRMs can guide the personalization of your audience. HeyGen, BHuman, and Synthesia are some video personalization tools that facilitate this process.
What’s the best way to incorporate storytelling into videos?
Use the Hero’s Journey framework to present your product in action. Show a relatable character (maybe a customer), their challenge, and how they found a solution (your product or service). Testimonials and behind-the-scenes stories also create a story around your product.
How do I integrate interactive features into videos?
You can use tools like Cinema8 and Vimeo to add interactive features like polls, clickable links, shoppable products, and quizzes to engage viewers. For live sessions, annotations and Q&A features further add interactivity to your content.
What are the biggest video content trends for 2025?
In 2025, expect to see more personalized content powered by AI, interactive videos that let viewers make choices, and live shopping experiences that blend entertainment with eCommerce. Episodic video series will also keep audiences coming back for more, and immersive formats like AR/VR will gain more traction.
Should I invest in live streaming as part of my video content strategy?
Investing in live streaming is a wise decision going forward. Live streaming builds real-time engagement and lets you interact with your audience closely. You can use it for Q&As, webinars, live shopping, product demos, or exclusive events.
How is AI shaping video content creation?
For starters, AI can generate videos from scratch with a simple written prompt. AI tools also automate video creation tasks like editing, scriptwriting, and personalization. You can also use AI analytics tools to get insights for hyper-personalization and then further use relevant AI software to customize video experiences for your audience.
About the Author
Writer
Nadica Naceva, Head of Content at Influencer Marketing Hub, is a seasoned writer and reviewer with in-depth expertise in digital and content marketing. Leveraging her extensive experience in guiding content creation and strategic direction, Nadica brings a critical eye and analytical approach to reviewing articles and educational pieces. Her commitment to accuracy, integrity, and innovation with each review helps IMH grow as a leading source in influencer marketing. Her insights are backed by first-party data, ensuring content meets the highest standards of relevance.
