If it feels like everyone's doing video right now, you're not wrong.
In 2025, video marketing isn't just part of the strategy, it is the strategy. Whether it's bite-sized Reels, AI-generated clips, or real-time livestreams, video is how we capture attention, build trust, and stay relevant.
This guide walks you through the biggest trends shaping video today, and how each platform is leaning in, from LinkedIn's professional twist to TikTok's nonstop scroll.
Attention spans are short and getting shorter. That's why short-form video (think under 60 seconds) keeps winning across nearly every platform. It's fast, it's fun, and it's surprisingly powerful.
According to a 2024 HubSpot study, 39% of marketers say short-form video delivers the best return on investment of all content types.
So, what makes it so effective?
Short-form video isn't just a trend, it's become the default format for grabbing attention in a noisy feed. Whether you're a creator or a brand, mastering this style can dramatically boost reach and relevance.
Take Netflix, for example. They're constantly using punchy clips on Instagram Reels and TikTok to promote new shows, whether it's a laugh-out-loud blooper, a behind-the-scenes moment, or a dramatic reveal. It's content that feels native to the platform, requires minimal editing, and still creates serious buzz.
Even B2B brands are jumping on board, creating short videos to explain complex topics, share quick tips, or just show a more human side. The key to great video marketing? Keep it real, keep it relevant, and don't overthink it. Your audience doesn't want polished, they want personality.
Artificial intelligence is quietly becoming the best assistant for video marketing that we could ask for. And it's not replacing creatives, it's making your job smoother:
Tools like Runway, Pictory, and Descript are now staples for creators and marketers alike, helping teams produce more video marketing content in less time, without sacrificing quality.
In a polished world, live video feels real. Whether it's a product launch, AMA (ask-me-anything), or weekly Q&A, going live lets your audience see the human side of your brand, and that authenticity is what makes live content such a valuable piece of any modern video marketing strategy.
And it works. According to LinkedIn, live videos get 24x more engagement than standard posts. Plus, livestreams often get promoted more in-feed or via notifications, making it easier to reach more people without paying for ads.
One platform where live video is seeing serious momentum is TikTok. TikTok Live is booming, with creators across fashion, education, wellness, and gaming using it to interact with followers in real time. Even more notably, TikTok Live Shopping is becoming a powerhouse feature, especially in Asia, where users can watch product demos and purchase items without leaving the app. This blend of entertainment and e-commerce is catching on fast globally.
Live shopping is growing rapidly across the globe. Brands in beauty, tech, and coaching are jumping in, and it's only expected to expand further as platforms like TikTok, Instagram, and YouTube roll out more integrated shopping tools and live commerce formats.
Almost every social platform is leaning hard into video marketing. But how they do it, and which types of video they push, varies a lot. Here's a closer look:
PD: Si te dedicas a la elaboración de informes multicanal para estas plataformas, herramientas como Capa de datos puede ahorrar mucho tiempo al reunir métricas de rendimiento de vídeo consistentes de fuentes como Meta, Google y TikTok en un solo lugar. Muy útil cuando estás haciendo malabares con campañas en varias redes.
PlatformCore Focus Formatos priorizados Capacidades en vivo InstagramReels & Stories Carretes verticales, historias de 15 a 90 segundos Sí TikTok Cortos virales y compras en vivo 15 a 60 segundos, tendencias, compras en vivo Sí YouTube Cortos y videos largos + videos perennes Sí LinkedinPro Reels & Thought Pieces carretes verticales, transmisiones en vivo Sí Facebook Reels & Thought Pieces Transmisiones en vivoReels compartidos, transmisiones en vivo de la comunidadSí X (Twitter) Momentos de larga duración y viralesVídeo de hasta 2 horas, tendencias de clipsLimited
Si 2024 fuera el punto de inflexión, 2025 es el año de madurez para el marketing por vídeo. Las plataformas se están redoblando, las herramientas son más inteligentes y su audiencia espera que el vídeo sea la norma, no la excepción.
Ya sea que estés probando Reels, jugando con editores de vídeo de IA o lanzándote a las retransmisiones en directo por primera vez, la oportunidad de conectarte a través de vídeo nunca ha sido tan emocionante.
Que sea breve. Mantenlo humano. Y sigue batiendo récords.
