Short-form video continues to dominate the marketing landscape as a critical tool for engagement and brand awareness. According to the 2025 HubSpot State of Marketing Report, this dynamic content format remains a top performer for marketers, with its influence expected to expand further throughout the year. As consumer preferences evolve, marketers are keenly observing new trends that could shape their strategies and drive success.
The Rise of Personalised Video Content
In 2025, personalisation in short-form video content has become more crucial than ever. Brands are leveraging data analytics to tailor content that resonates with individual viewers, enhancing engagement and conversion rates. Personalised videos allow marketers to create a more intimate connection with their audience, making consumers feel valued and understood.
Experts highlight that personalisation extends beyond addressing viewers by name. It involves curating content that aligns with the interests, behaviours, and preferences of the target demographic. This trend is particularly evident on platforms like TikTok and Instagram Reels, where algorithms already favour content that matches user interests. According to a marketing strategist at HubSpot, “Personalised video content isn’t just a trend; it’s a necessity in today’s competitive market. Brands that fail to adapt risk losing consumer interest.”
Increased Use of Interactive Elements
Interactive elements in short-form videos are gaining traction as marketers seek innovative ways to engage audiences. These elements, such as polls, quizzes, and clickable links, transform passive viewers into active participants, fostering deeper engagement and immediate feedback.
Marketers are increasingly incorporating interactive features into their videos to enhance user experience and gather valuable data. For instance, a recent campaign by a major beverage company utilised interactive polls within Instagram Stories, allowing users to vote on new flavours. This approach not only increased engagement but also provided the brand with direct consumer insights. Industry analysts predict that the use of interactive elements will continue to rise, as they offer a unique opportunity for brands to connect with audiences in a meaningful way.
The Shift Towards Authentic Storytelling
Authenticity in storytelling has emerged as a significant trend in short-form video content. Consumers are increasingly drawn to genuine, relatable narratives that reflect real-life experiences. Brands are responding by crafting stories that resonate emotionally with their audience, moving away from overly polished and scripted content.
This shift is evident in the success of user-generated content (UGC), where real consumers share their experiences with products or services. Brands are partnering with influencers and everyday users to create authentic content that builds trust and credibility. A social media expert noted, “Authentic storytelling is about connecting with audiences on a human level. It’s about showing the real people behind the brand and the real impact of their products.”
Adoption of Advanced Video Analytics
With the growing importance of short-form videos, marketers are turning to advanced analytics to measure performance and optimise content strategies. These analytics tools provide insights into viewer behaviour, engagement metrics, and conversion rates, enabling marketers to refine their approach and maximise impact.
Video analytics have become indispensable for understanding audience preferences and tailoring content accordingly. Brands can track which videos perform best, identify peak engagement times, and adjust their strategies to align with consumer habits. This data-driven approach allows marketers to make informed decisions and enhance the effectiveness of their campaigns. As one marketing analyst stated, “In a digital world, data is king. The ability to analyse and act on video performance data is crucial for staying ahead in the competitive landscape.”
Potential Impact on Marketing Strategies
The continued prominence of short-form video content in 2025 underscores its significance in modern marketing strategies. Marketers who embrace these emerging trends are well-positioned to capture audience attention, foster engagement, and drive brand loyalty. By incorporating personalised content, interactive elements, authentic storytelling, and advanced analytics, brands can enhance their reach and impact.
As technology evolves and consumer preferences shift, marketers must remain agile and adaptable. The insights gained from the 2025 HubSpot State of Marketing Report provide valuable guidance for navigating the dynamic landscape of short-form video content. Forward-thinking brands that prioritise innovation and creativity are likely to thrive in this ever-changing environment, setting new standards for marketing success.
By staying attuned to these trends, marketers can not only maintain relevance but also gain a competitive edge in the digital marketplace. As the year progresses, the influence of short-form video will undoubtedly continue to grow, offering exciting opportunities for brands willing to embrace its potential.
