Game-Changing Video Content Creation Strategies in 2025

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. 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.

Videos that tell a story also build a sense of community. They may start conversations around shared experiences and emotions. X and TikTok are particular hubs of these discussions.

Once you see these online conversations start, engage with them to extend their lifespan. Share the video on your social media channels and ask followers to share their own experiences related to the story. This helps improve engagement and strengthen brand presence across the board.

Repurpose Video Content Across Platforms

Creating new video content for each platform is time-consuming and expensive. You don't want video creation to eat up the budget for other marketing channels, right? The best workaround is to repurpose video content on different platforms.

It helps you get the most out of your video ideas. Plus, the difference in audiences across platforms means more exposure and diverse reach. The end result is a higher ROI than what you would have if the content was limited to a single platform or inconsistent across channels.

To start, create long-form content, such as a webinar or a product demo. Make this detailed and information-rich so there's scope for repurposing.

Then, create shorter versions of this video for different platforms. For example, you can cut the webinar into smaller videos for Instagram Reels or X videos. Similarly, sections of a product demo can make intriguing TikTok videos and YouTube Shorts.

Vogue does this wonderfully. The fashion magazine posts longer videos on YouTube and snippets from them on TikTok and Instagram. For example, they posted an 11-minute-long video of Kendall Jenner's makeup routine on YouTube.

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.

It also helps to take a relevant digital marketing course to learn about cinematic techniques that can make your videos stand out. Some of these include the rule of thirds, zoom-ins, golden ratio, jump cuts, and match cuts.

And don't forget color correction. It can make a world of difference, especially if you're working with footage from different sources. Final Cut Pro has all the tools you need for this, including color wheels and curves.

Personalize Your Videos with AI Tools

When creating your personalization strategy, don't leave out video content. Since 72% of customers only want to engage with personalized content, your videos should be created to make the viewers feel as if you are directly speaking to them and them alone.

Video content that's well-aligned with your audience's interests and requirements will also garner more engagement. They're also more likely to take action in response to such a video since it's relatable to their pain points and preferences.

With AI tools, it's much easier (and obviously quicker) to create such videos. You can get multiple versions of the same script for different audience segments without any manual effort. AI video generation tools can also create various versions of the same video for each of these personas.

Brands have already started using AI for video generation. One of the most recent examples comes from Coca-Cola. The company used AI to generate a Christmas ad in 2024.

Even better, you can personalize these videos to every single individual. HeyGen is an AI tool that helps you do this. It creates personalized video messages for your audience for every interaction, such as thanking them for a purchase or inviting them to join a webinar.

Publicis Groupe, a communications company, used HeyGen to customize 100,000 thank you notes for its employees. Every video specifically spoke to the viewer's interests. You can do the same with your customers by recommending them products they've shown interest in or their past purchase patterns.

Similarly, BHuman lets you personalize sales videos for every person in your email list. You simply have to record one video; the tool will then personalize it for everyone in your audience so that they feel you personally recorded the video just for them.

If you already have a script for each of your audience segments based on pre-collected insights, you can use Synthesia to convert all these versions into separate videos. This way, each video caters to one specific segment and helps increase conversions by showing customers only what they’re interested in. 

Create Episodic Video Content

Typically, movie series do better than single movies because there's more time for world-building and character development. The same applies to video marketing content. When your audience knows there's more to come, they're likely to return for it.

You simply have to keep the content informative and engaging enough to maintain attention. For example, you could use a recurring theme for your video episodes. As an apparel brand, you may create weekly outfit styling tips.

If possible, you can even weave a storyline throughout the episodes to keep your audience hooked. Make sure there's a little teaser or cliffhanger at the end of each episode so that viewers are eager to tune in for the next one.

Use social media platforms to ''air'' these episodes. YouTube is an excellent choice since you can create a playlist, making it easy for viewers to find related content in the same place. That's what HubSpot has done for its episodes on using the platform's Marketing Hub.

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. 

The tool also lets you A/B test different video elements, such as thumbnails and titles. A/B testing can help you find the best version for these video components. You can also test different calls to action (CTAs) to choose the one with maximum conversion rates.

For YouTube, TubeBuddy is a handy tool that lets you analyze viewer retention for every section of your video. Its AI assistant also gives you recommendations on how to improve your video.

Apart from the tools, pay heed to what your audience is saying, too. Their feedback will not only help you tailor your videos even more closely to their needs but also improve your brand perception. 

Make Interactive Videos to Boost Engagement

You don't only want people to watch your videos but also interact with them. Whether it's clicking on a link or answering a question, there are actions you want viewers to take in response to your video.

To prompt these actions, the first step you can take is to create the kind of content that urges viewers to participate. For example, ask a question in the video and encourage the audience to leave their answers in the comment section. Similarly, you may add clickable elements in your video, including links and buttons, to direct viewers to relevant pages or resources.

For example, when Hyundai introduced its 2020 Elantra, the company created an interactive video for potential customers to get a walk-through of the car based on their preferences.

Hyundai interactive video

Vimeo is one of the best video marketing tools to create interactive videos. It lets you add several interactive elements, such as overlays, end screens, cards, contact forms, and clickable links, to your video.

You can further make your videos more interactive by gamifying them. The tactic is known to increase purchase clicks by 15% and trial usage rates by 54%, so it's a must-do for video content you create for customers in the decision stage of the buyer's journey. For example, you could give viewers virtual rewards, like XP points, for watching your video till the end or clicking on certain elements.

If you're an eCommerce business, you also have the option to create shoppable videos. Since 98% of consumers plan to make a purchase through social media, there's a lot of potential for social commerce to be integrated into videos.

For example, Macy’s created a hands-free, shoppable, interactive video in which viewers could choose the clothing lines and color options they wanted to see. They could then add products to the cart with their voice.

 You can do the same using Cinema8. The tool facilitates the development of shoppable videos with its AI-driven interaction designers. You can also integrate checkouts within the video, making it easier for customers to make a purchase without leaving the video.

Such videos boost conversions and reduce the barriers to purchase, which is especially important for mobile shoppers who tend to abandon their carts due to lengthy checkout processes. 

Use Live Streaming to Connect in Real Time

Since nearly 64% of marketers use multi-format video campaigns on YouTube, you can benefit from supplementing your pre-recorded content with live streams. This is true not only for YouTube but also for other social media platforms.

Real-time engagement with your audience helps build a stronger connection and encourages more active participation. Viewers can also ask questions and provide feedback right as they're watching.

First, you have to decide what kind of content you can livestream. Some examples include product demos, interviews, exclusive announcements, behind-the-scenes footage, webinars, and Q&A sessions.

You can then select the platform where you want to live stream this content. YouTube is obviously a good choice, but not every brand has a solid presence there. Restream is a handy tool in this regard, letting you broadcast your video to multiple platforms at the same time. Your audience can tune in from whichever platform they use.

You can also add annotations to your live stream, such as clickable links to your website or social media profiles. This way, viewers who enjoyed the live video can learn more about your brand through other channels.

For example, JCPenney hosts live streams with influencers to show shopping hauls. Viewers can then click on the links in the video description to shop for featured items directly.

Live shopping through video has become somewhat of a trend in the recent wake of social commerce's rise, especially on TikTok, where live selling is common among brands. People are interested in watching creator-hosted branded lives, from where they can ask more questions about the product and watch its demo in real time. You can combine the creator’s influence with the engagement potential of livestreams to boost sales. 

After (and during) the live streams, track important metrics like viewer count, watch time, engagement rate, and click-through rate. Then, use this information to gauge how you can improve future broadcasts. For example, if you notice a drop in viewership during a certain segment or topic, adjust it in the next livestream to increase retention. 

Build Authority with Explainer Videos

Your video marketing strategy is incomplete without content that builds authority around your individual or business brand. Explainer videos are a remarkable example of this type of content since they establish thought leadership while giving you the option to address your audience's pain points and questions directly.

Ideally, you should create videos on topics that your target audience is already searching for. These could be niche-specific questions or concerns that your product or service addresses.

Take Grammarly as an example. The grammar-checking tool provides a series of explainer videos on their YouTube channel, tackling common grammar mistakes. Since these topics are directly related to their audience's pain points, these videos do well, with some having 50k views.

You can use a tool like Explainify to create these videos. It has a ton of animation features to help you present your content in a way that's easy for everyone to understand.

Explainer videos don't necessarily have to be product-centric. They can simply be educational for your industry or niche. These videos serve as informational content for the awareness stage of the buyer journey. For example, Hootsuite has a social media marketing playlist on YouTube that covers a wide range of topics related to social media marketing.

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.). 

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A post shared by Away (@away)

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. 

About the Author

Nadica Naceva

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.