Should I create video content in 2025?
What did we learn from Video Marketing for Businesses in 2024?
Video has become an integral part of business marketing strategy over the past decade. With accessibility to social media, as well as increasing quality of filming capabilities on personal devices like phones, businesses of all sizes have begun to adopt this method to boost their brand. In a 2024 survey, 93% of businesses considered video essential to their marketing strategy. The primary motives cited were its use for increased lead generation and increasing product education and adoption. But how does this form of outreach function for businesses of varying size?
Previously, video marketing was generally reserved for wealthier and more developed businesses, but this accessibility gap has closed significantly. Medium and Large businesses (50-200, 200+ employees respectively) on average released around 100 videos a year in 2023. Small businesses, on the other hand, tallied a lower, but very respectable average of 15 videos. What’s more, is that perhaps intuitively, we might attribute this remaining gap in video production frequency to larger companies outsourcing the job to production companies, but 62% of all businesses surveyed, produce at least a portion of their content using an individual in the business. Granted, this is in part based on larger establishments allocating more resources to staff to create a higher yield of videos, but from a technological and experiential standpoint, it demonstrates how feasible content production is without dedicated full camera set-ups, or an in-house production team (which were only reported in 46% of responders).
So how much does video production cost?
Having learnt that plenty of companies of all sizes create a portion of their video internally, without a dedicated team or equipment, how much are they spending? Wyzowl’s 2025 survey uncovered that the majority of businesses (53%) spend only a third, or less of their marketing budget on video production. Furthermore, the spending is not restricted to artificially boosting ads, as 64% of respondents relied only on organic reach for their content. So a concrete figure is not an appropriate statistic to use here. Regardless of the stage of the business, it seems a third of total marketing budget is a good place to start in a video marketing endeavour. In our experience, growing business tend to invest £1500-2500 in video production for use on their websites and social media pages
In fact, the most common reason attributed to not using video marketing was not the price. The most common reason (37%) was marketers ‘not knowing where to start’. Followed by ‘lack of time’. In these circumstances one of two options could be a solution to this issue. For very small businesses, we’d advise producing the content independently, if you feel confused about where to start, check out our ‘Unlocking Hidden iPhone Camera Settings for Stunning Video’ post, where we detail how to get the best out of your iPhone for video content. In the case of a developing or larger business, where time is another concern, we would recommend using an external video production company, Just like us! :). We take all of the stress out of video production. In our discovery meeting we set out strategy and get to work designing video concepts to shoot as soon as you’d like. Using our project management software, you can observe our proposals, edits and provide feedback to ensure your videos are polished and in line with your vision.
Is it a worthwhile investment?
Understandably, businesses are cautious in investing in video production, and it might be unclear with what metric to measure ROI on this form of marketing. Wyzowl’s report boasted 93% of respondents reporting a good ROI for their companies, a percentage that has increased steadily since the survey began in 2015. The primary metric used by the sample was post engagement, by measuring likes, shares and reposts. This aligns with the aforementioned lead generation goal of most video marketing campaigns. And equally, the secondary goal of product education was said to have been achieved by 99% of the sample! Crucially, however, ROI metrics are changeable. What I mean by this, is that your goals when deploying a video marketing campaign, success metrics changes iteratively depending on its stage, and the current objectives. For example, when just starting out on social media, engagement figures are the most important (Likes, shares and follows) to build initial lead generation. However, as you organically grow, you can shift your strategy to target conversion, through more call to action and product focused content. At this stage we look to website traffic increase and increased sales as measures of progress. Whilst only a simplified peek into two stages of video marketing strategy, you may already be able to see how a ‘one size fits all’ approach could leave you high and dry.
But do videos increase SALES?
Great question! Indirect ROIs including likes, shares and comments can feel intangible, especially for smaller businesses. Naturally, you want to know how your investment will be rewarded in client conversion over time. The report found that 84% of respondents were sure that their video production directly increased sales. So it sounds like the majority of video marketers are content with the cash they’ve made back!
How do consumers feel about video content:
How do consumers feel about video content? The overwhelming majority (98%) report they have watched one or more explanatory product videos, and 87% were convinced to buy a product or service after watching video content! So where are they seeing these videos?
Historically, platforms like Instagram and Facebook were the most popular services to post video content, but 2024 saw a dramatic increase in adoption of Linkedin for video publishing. A whopping 70% of marketers utilized this platform over the course of 2024!
What are the emerging Trends in Video Content coming with us to 2025?
Educational videos topped the list as the most engaging format, with businesses prioritizing product demonstrations, how-to guides, and customer testimonials. Short-form social media videos, webinars, and live streams are also gaining traction as more businesses aim to captivate their audience in bite-sized, interactive formats. These trends align with shifting consumer behavior, particularly on platforms like TikTok, where less-polished, relatable content thrives. Interestingly, many organizations are beginning to integrate generative AI into their workflows. AI tools assist with script generation, editing, and even creating visuals, making video creation faster and more efficient. An impressive 66% of respondents expressed enthusiasm about incorporating generative AI into their video production in 2024-2025, marking a pivotal shift in content creation.
Adding email capture forms and calls to action (CTAs) within your videos can significantly enhance lead generation efforts. Videos are also highly effective when embedded into websites, helping to convert viewers into potential customers. By guiding viewers toward specific actions—whether it’s signing up for a newsletter, making a purchase, or booking a consultation—videos become powerful drivers of these results. The rise of platforms like TikTok and Instagram Reels has made short-form videos more popular than ever, especially among younger audiences. These quick, dynamic clips allow brands to showcase their personality and authenticity, two key factors in building strong customer relationships. By being creative and relatable, businesses can form deeper connections with their audience.
Video marketing offers an unparalleled opportunity to engage audiences and drive results for businesses of any size. Whether you’re a small startup or a well-established brand, leveraging the power of video can help you stand out in the crowded digital space. By focusing on authenticity, providing value, and tailoring content to platforms, you can create a winning video marketing strategy that resonates with your audience and drives meaningful results.
Venturing into 2025.
From Wisteria’s survey, 78% of respondents aspired to create an even greater number of videos going into the new year. If you feel as though it's time to level up your marketing, give us a ring and we’ll get the ball rolling! You best believe we consider all elements of the information touched upon in this blog, the statistics, trends and strategy considerations are our bread and butter!
Surveys referenced:
Video marketing statistics 2025 (11 years of data) (2025) Wyzowl. Available at: https://www.wyzowl.com/video-marketing-statistics/ (Accessed: 27 January 2025).
State of Video Report: Video Marketing Statistics for 2024 (2024) Wistia. Available at: https://wistia.com/learn/marketing/video-marketing-statistics (Accessed: 27 January 2025).
