Look back 10+ years ago and video content was a nice-to-have in your marketing strategy. A tactic typically reserved for the big brands with big budgets, or forward-thinking agencies who could see ahead of the curve.

Now, it’s become a staple touchpoint to include in most marketing strategies. Video has rapidly grown in appeal, accessibility, and audience engagement. And for practically every business type, it’s a simple way of communicating simply and effectively. 

So if there’s one thing you do differently in your 2025 strategy, here’s why it should be to include (or increase) your video content marketing.

What Is Video Content Marketing?

Video content marketing is a way to promote your business to the market, and communicate key messages to stakeholders and target audiences.

Exactly what it says on the tin.

Just as any other form of content (blog content, long-form, landing pages, socials etc.) it’s a tried and tested method of increasing awareness and engagement, generating leads, closing sales, and supporting the overall mission and vision of your brand.

But unlike some other forms of content, video has the benefit of being extremely versatile. In many senses, it’s become a universal expectation for brands across B2B and B2C, sectors, industries and demographics to use video as part of their marcomms.

The Power of Video Content Marketing

There is no shortage of stats providing the benefits of video in marketing. So here are a few key proof points.

Nearly 92% of users say they’re happy to watch any type of video, but amongst those, tutorials, educational content and product reviews are amongst the most popular types – more on that below. And perhaps unsurprisingly, around 96% of people turn to video to learn more about a product or service. 

Some 91% of businesses currently use video as a marketing tool, while 76% of marketeers say it’s helped increase sales and traffic.

One of the biggest performance indicators in marcomms is demonstrating that your activity is actually leading to tangible results, and supporting brand and revenue goals within the business. Most marketeers (between 80-90%) feel that video content has led to strong ROI – whether that’s being measured in engagement rates, sales, traffic, views or all of the above.

Facts and figures aside, video content remains increasingly popular and relevant to today’s strategic marketing. And it’s not all about how it’s received by users, either.

The tactic has become central to a wide range of marcomms-related goals. Videos with keyword-rich content, alt text and strategic deployment are imperative to SEO and SERP. They’re central to any social media strategy, and across email marketing. Video can even make a vast difference to internal communications activity, and talent acquisition.

There’s really no end to the potential.

5 Types of Video Content Marketing 

There’s really no shortage of the types of video content you can deploy in your marketing activity. As with any tactic, the formats you opt for need to align with your overall marketing strategy, and the messaging you want to send to target audiences.

1. Brand Awareness. Starting at the very top, brand videos are a great way of introducing your business, products and services. These will usually give a good (but subtle) view of your company culture and values, and may communicate your vision.

Ideal for: building and strengthening brand reputation, and customer or stakeholder loyalty.

1. Demos. Enabling customers and prospects to see a walk-through of your product helps provide real-life context of your offering, and the results you can generate for businesses. These can also be small ‘snapshots’ to generate signups for a full demo.

Ideal for: promoting your products and/or services, and demand or lead generation campaigns.

1. News & Reports. Ideal for quickly communicating business news, blogs or reporting, these enable you to repurpose written content for channel-specific formats. These can also increase engagement and accessibility, and should highlight key findings or insights.

Ideal for: content marketing and strategy reporting, such as relaying ESG and DEI outcomes. 

1. Testimonials & Interviews. About your brand and products, a specific subject matter, company culture – the list goes on. These make stakeholders (from clients to talent) your best brand advocates, and will be relevancy and relatability at the centre of the message.

Ideal for: internal communications and talent acquisition, PR or lead generation campaigns.

1. Trends. An honourable mention. Videos that participate in social media trends are a great way of leveraging algorithms. But, they won’t always be applicable to your business, may not reach your target demographics, and you’d need to jump on them swiftly to make the most of the phase.

Ideal for: garnering immediate traction and engagement, mostly across social channels.

Investing in Video Content Marketing

Bottom line: people love video.

For those on the other end of your carefully curated content, it’s an effective way of better understanding your brand. It enables viewers to catch a glimpse of your values or mission, and the positive results they can gain from your products or services. It supports their decision-making process – plus, it’s entertainment.

On your end, video content marketing has near endless potential to support your business objectives, and drive meaningful results within your marketing strategy. It can make your other content go further, and help you reach any type of demographic.

Win-win-win-and so on.

If you’re looking to invest in video content for your 2025 marketing strategy, we can help with that. We have a network of over 5,000 professionals worldwide with specialisms across the marketing functions. Drop us a line today to find out more.