With nearly every market saturated, rampant ad fatigue, and consumers seeking more than just a quick purchase, it’s crucial to humanize your brand and offer value and meaning beyond a product or service.

If you want to stand out in a sea of the same and provide your audience with value, video content is a great way to get the word out. Here are some of the top video trends you can use to gain a competitive advantage.

Live Video

Live video has become one of the most popular content types since the COVID-19 pandemic. With everyone stuck at home and seeking connection in the virtual space, live videos offered satisfaction that stayed long after the world returned to normal. The trend has made its way into marketing strategy, giving brands a chance to connect with consumers, humanize their brand, and deliver immersive, engaging experiences that transcend the digital space.

Video Search Optimization

SEO is just as important in 2025 as it’s ever been, and that includes videos. Google puts quality videos on the main search results page, video search page, image search page, and Google Discover. If you want your video to climb the rankings, similar SEO rules apply – answer the questions your audience has, keep the topics relevant, and rely on SEO best practices for keywords and metadata to ensure your video is discoverable.

Storytelling in Video Form

Brand storytelling showcases the human behind your brand and gets your audience rooting for the “main character.” Video blogs, tutorials, behind-the-scenes content, and product demonstrations that have a storytelling angle are immersive for the audience and get them invested in what your brand has to offer.

In fact, research from Lemonlight shows that 94% of survey respondents made purchase decisions due to brand videos that highlight the real-world benefits of a product or service.

Augmented Reality (AR) and Virtual Reality (VR)

AR and VR aren’t new technologies, but they used to be limited to entertainment with movies, series, and video games. However, advancements in AR and VR have made the technology more accessible to average consumers and smaller businesses, allowing them to harness the power of immersive AR and VR elements without a massive budget.

How do brands use AR and VR? Virtual “try-ons” that are used by fashion or accessories brands allow consumers to shop for clothes or accessories online, without visiting the store, and still get a feel for how the product works for them in the comfort of their own home.

Interactive Video Elements

Interactive videos use elements that make the experience less passive and more engaging for the audience. For example, quizzes or polls encourage a more active role in viewing, bringing them into the story and more invested in the resolution.

In addition, interactive video elements give you bonus data. The decisions your audience makes during the video give you insights into what motivates them and how their experience is shaped by the decision, which you can use to inform future strategies.

Storytelling on Social Media

Social media is a popular option for brands to connect with consumers. Many consumers expect their favorite brands to have a presence on social media platforms and want to get to know the people behind the brand. This is an opportunity for you to leverage storytelling to show off your brand’s personality, values, and mission.

The rise of TikTok and similar features on other platforms has demonstrated the consumer desire for authentic, unpolished videos. While you don’t want videos with blurry visuals or choppy audio, they don’t need to be television commercial productions to capture the attention of your viewers. Take inspiration from popular content like live interviews, Q&A sessions, product demonstrations, and customer success stories.

Hyper Personalization

Personalization has been a growing trend in marketing in recent years, and that includes videos. Consumers want content that’s targeted to their needs and interests, rather than broad messaging that doesn’t speak to them.

The best way to tailor your videos is with audience segments based on different stages of the buyer’s journey. For example, a consumer just discovering your brand as a possible solution to a pain point or problem wants something different from content than a repeat buyer who can benefit from product demonstrations that show them how to get the most value out of their purchases.

Videos for Silent Viewing

Sound effects or music can make your video more engaging, but don’t forget to optimize for silent viewing. A lot of consumers watch videos in places where they don’t want to disturb others, such as on their morning commute, on a work break, or in the evening with family in the same room. If you optimize your video for silent viewing, you can ensure that they’ll still get the full message without the sound on.

In addition, transcripts or closed caption makes your video more accessible for people with hearing impairments. This is an important consideration for an inclusive brand that considers different audience needs.

User-Generated Content

User-generated content (UGC) is a popular marketing strategy because it taps into the natural trust consumers have when a recommendation comes from credible friends, family, or colleagues. UGC acts as a word-of-mouth recommendation, much like influencer marketing, and feels more genuine to the audience than a polished, salesy brand ad.

You can encourage UGC many ways, including social media challenges that throw down the gauntlet and get your audience submitting their own videos of reviews or success stories. You can also partner with brand advocates and content creators to inspire UGC that can be shared and reaches a wider audience. Consider offering incentives for UGC like free samples, early access, or a formal referral program.

Make Your Videos Stand Out with Top Trends

The top trends in video marketing will likely continue to evolve with new technology, but they should be included in your video marketing strategy. More than flash-in-the-pan trends, some of these strategies will serve you well in the future, helping your brand stand out and building authentic connections with your audience.

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