Corporate video marketing trends are shaping the way brands connect with audiences. Video eats up 82% of web traffic, convinces 82% of consumers to buy, and keeps engagement high. Companies leveraging short-form, live, interactive, and personalized video content are seeing massive returns. Let’s break down the trends, the brands doing it right, and how to integrate them into your strategy.
1. Short-Form Video Is King. Attention Spans Shift.
People scroll differently on different platforms. On TikTok, they expect fast. On YouTube, they settle in. 66% of consumers say they engage most with quick clips. Marketers agree—short-form video has the highest ROI. Dell leaned into it with The IT Squad, a series of snappy, funny clips on Reddit that pulled 72 million impressions and a 1000% follower boost. Hilton flipped TikTok’s short format on its head with a 10-minute video—millions of views in a day. Short wins. But sometimes, going long where no one expects it wins bigger.
Short videos grab attention, but don’t dismiss longer content where it makes sense.
What To Do
Make every second count. Hook them in the first three.
Use short videos as gateways. Lead to longer content when needed.
Test platform-native tools like TikTok, Reels, and Shorts. Algorithms love them.
Humor works. So does getting straight to the point.
2. Live Video = Real Time, Real Results.
Live video gets people to stop and watch because it’s happening now. 73% of B2B marketers say live content brings better leads. Saxo Bank turned a daily 10-minute live market update into a must-watch for investors. LinkedIn reports its live videos get way more comments than regular uploads. Why? Because live creates urgency. People want in.
Live video thrives on real-time engagement. Make it interactive and valuable.
What To Do
Try live Q&As, product drops, behind-the-scenes content.
Promote before you go live. People need a reason to show up.
Engage viewers—shout out names, answer questions. Make it a conversation.
Repurpose. Chop live content into clips for later use.
3. Thought Leadership Works. Teach, Don’t Sell.
People Google before they buy. 44% prefer learning about a product through video. Bank of America built a massive library of financial literacy videos. Result? More time spent on their site, stronger trust, more conversions. Teaching positions brands as experts, and experts get business.
Teaching leads to trust. Trust leads to sales.
What To Do
Create explainer videos. Short, helpful, no jargon.
Feature industry experts. Build credibility.
Turn blog content into video guides. People prefer watching to reading.
Educate first, sell later. Or better yet, let the education be the sale.
4. Personalization & Interactive Video Keep Eyes On Screen.
One-size-fits-all is dead. Personalized videos boost engagement by 80%. Interactive videos—where viewers click, choose, explore—keep them engaged 94% longer. Financial firms are sending clients personalized video breakdowns of their accounts. Shoppable videos drive 30% more conversions than standard ads. Make video an experience, not just a watch.
Let viewers engage. The more personal, the better.
What To Do
Use personalized video emails in sales outreach.
Experiment with interactive elements—clickable links, decision trees.
Make shoppable videos. Let customers buy straight from the video.
Test AI-powered video tools for scalable personalization.
5. User-Generated Content (UGC) = Trust on Steroids.
People believe other people more than brands. 84% of consumers trust UGC over polished brand content. GoPro lets users market for them—43,000 video submissions in one campaign. Wealthsimple’s client testimonials get 1M+ views each. Authenticity beats polish. Real stories sell.
Real people, real stories, real engagement.
What To Do
Ask customers to share their experiences. Feature the best ones.
Launch a challenge. Reward the best user-generated content.
Show real employees, not just spokespeople.
Mix polished with raw. Some of the best ads feel unscripted.
6. Mobile-First & Vertical Video Win the Attention War.
People watch on their phones. 75% of all video views are mobile. If your video isn’t optimized for vertical screens, it’s getting ignored. Also, most people watch on mute—so subtitles aren’t optional.
What To Do
Shoot vertical and square videos for mobile platforms.
Use captions—viewers expect them.
Test text overlays and visual storytelling for silent watching.
Keep key info in the first few seconds—before they scroll away.
7. AI is Speeding Up Video Production.
More demand for video. Less time to make it. AI is the answer. 75% of marketers are using AI to automate editing, subtitles, and even voiceovers. Best Western used AI tools to mass-produce hotel promo videos—faster, cheaper, still on-brand. AI won’t replace creativity, but it will make it more efficient.
What To Do
Use AI tools for fast editing and captioning.
A/B test video thumbnails and headlines with AI insights.
Automate repetitive video tasks—save human creativity for storytelling.
Don’t rely too much on AI. People can spot soulless automation a mile away.
Case Studies: Video Marketing in Action Across Industries
Let’s look at how several brands in different industries are successfully using these video marketing trends. Each of these mini case studies illustrates real-world strategies and results, offering inspiration for how you might apply similar tactics.
Finance – Educating and Building Trust Through Video
The finance industry has embraced video as a way to educate customers and humanize complex topics. A great example is Scotiabank’s ScotiaAdvice+ Centre. Scotiabank created an online hub filled with explainer videos (like “Five Financial Tips for Retirement”) to guide customers through financial decisions. By engaging visitors with bite-sized educational videos right on the landing page, Scotiabank immediately delivers value and keeps them exploring the site.
Similarly, Bank of America built a rich video library on its site with content on saving, budgeting, and more. They organized it in a user-friendly gallery, which significantly increased how long visitors stayed and interacted (more time on page means more trust built).
On the B2B side, Saxo Bank’s live-streamed Morning Call (as mentioned) became a daily touchpoint that reinforced Saxo’s thought leadership with real-time market insights—effectively making video a service they offer to the public, not just an advertisement.
And fintech innovator Wealthsimple tapped into authentic storytelling by producing customer testimonial videos about investing; these videos resonated so well that they average over 1 million views each, exemplifying how trust and engagement go hand-in-hand when real people share their stories.
Healthcare – Humanizing Care with Video
Healthcare organizations have turned to video to connect with patients on a more personal level. Halton Healthcare, for instance, faced the challenge of hospitals feeling intimidating to patients. Their solution was a warm, behind-the-scenes video campaign. They filmed day-in-the-life clips of doctors and staff, even showing lighthearted moments like kitchen staff preparing meals, to demystify the hospital environment.
This transparent look at hospital operations made the institution feel more approachable and friendly—patients responded with positive engagement, commenting on social media that they felt more comfortable (and yes, some gave shout-outs to the hospital’s food!).
In another example, UCN Medical Center wanted to educate patients while extending its reach. They leaned into short, humorous videos on social media to teach health topics in a fun way. By using short-form content (to fit modern attention spans) and a bit of humor with their staff, UCN made their educational videos highly shareable and relatable.
We also saw Arkansas Children’s Hospital run a video-driven social campaign with the hashtag #100DeadliestDays to raise awareness of summer accident risks; by partnering with local authorities and sharing safety tip videos, they generated thousands of posts and massive community engagement around a life-saving message.
Tech – Engaging Audiences with Innovation and Humor
Tech companies, both B2B and B2C, are often on the cutting edge of video marketing. A standout case is Dell Technologies and its “The IT Squad” campaign. Dell needed to earn trust among IT decision-makers who were skeptical of vendor marketing. Instead of typical ads, Dell partnered with the community platform Reddit to launch a quirky original video series featuring two IT pros solving tech dilemmas (based on real user posts).
This humorous approach on a community platform was a huge hit—it garnered 72 million impressions, dramatically boosted Dell’s follower count by 10×, and even increased video through-play rates by 35% over their normal benchmarks. Dell’s case study shows that creative storytelling (with a dash of humor and authenticity) can make B2B tech marketing far from boring.
On the consumer tech side, we have GoPro, which essentially turned its customers into a marketing engine through user-generated videos. GoPro’s annual Million Dollar Challenge (discussed earlier) yields tens of thousands of epic adventure clips from users around the world, giving GoPro an endless repository of high-octane content.
The strategy not only saves content production costs, but it also fosters extreme brand loyalty—participants share their videos proudly, and GoPro’s brand becomes synonymous with thrilling user experiences. The campaign’s 43,000 submissions in the latest year and the ensuing flood of impressions show how scaling UGC can amplify a brand’s presence tremendously.
Another example: Microsoft has leveraged video for thought leadership, streaming keynotes and tutorials for developers that rack up large view counts on YouTube (thus positioning Azure and other products as developer-friendly through helpful content).
And Slack, known for playful branding, released a series of short, witty video ads dramatizing “office communication problems”—these went viral for their relatability, reinforcing Slack’s value proposition with a laugh.
Hospitality – Immersive Storytelling to Inspire and Inform
Hospitality and travel brands thrive on visual appeal—and they are harnessing video to inspire wanderlust and reassure guests. A vivid case is Hilton Hotels’ TikTok campaign. Hilton aimed to connect with Gen Z travelers, so they went to TikTok and did something bold: instead of the usual 15-second clip, they produced a full 10-minute video showcasing an entertaining travel storyline at a Hilton property.
This counterintuitive approach (long-form content on a short-form platform) paid off in spades. The video went viral, pulling in millions of views rapidly and spawning a hashtag challenge with thousands of user-generated response videos. The campaign boosted Hilton’s brand perception among young audiences, who saw the company as fun, innovative, and in tune with social trends.
Essentially, Hilton turned a social video experiment into a massive engagement win—and set a new benchmark for creative marketing in hospitality.
Other hotel groups are using video to enhance customer experience and confidence. Best Western, for example, faced the need to create marketing videos for numerous locations while keeping brand consistency. They adopted an AI-based video creation platform to quickly produce property tour videos and promotional clips using templates.
By doing so, they dramatically increased their video output (covering more of their 4,700+ hotels) and improved efficiency across the marketing team. The videos help guests virtually experience different hotels and amenities, leading to more informed bookings.
Similarly, many resorts and destinations now offer virtual video tours—a trend accelerated by travel restrictions in recent years. Prospective visitors can watch a 360° resort walkthrough or a drone flyover of a cruise ship, getting immersed in the experience from home. This not only inspires viewers but also addresses their questions, making them more likely to convert.
Recommendations for Marketing Teams to Ride These Trends
So, how can your marketing team incorporate these emerging video trends? Here are some actionable recommendations:
• Start Small with Short-Form: Experiment with 30-60 second videos on platforms like LinkedIn, Instagram, or TikTok. Focus on one key message or tip. Even B2B brands can repurpose a blog post into a quick explainer clip. Remember, concise and catchy wins – 85% of marketers say short videos are highly effective . Use these to grab attention, then lead viewers to deeper content.
• Leverage Live Opportunities: Host a webinar or go live on social for a Q&A or product demo. Promote it in advance to build anticipation. Even if the live audience is small, you can record it. The interactivity of live sessions (answering questions, greeting attendees by name) creates a personal connection. Pro tip: after the live event, repurpose the recording into smaller clips for those who missed it.
• Educate and Add Value: Create a series of how-to or thought leadership videos addressing common questions in your industry. This could be a monthly “ask the expert” video or a playlist of product tutorial videos. Teaching builds trust – for example, finance teams might do quick “financial tip of the week” videos. Tie this into your content strategy so that each video complements blogs or whitepapers on the same topic.
• Personalize the Experience: Consider tools that allow you to personalize videos at scale. For instance, you might send a personalized welcome video to new B2B clients (even if it’s templated with a few dynamic text fields like their name/company). For B2C, interactive shoppable videos on your site can let viewers click to see product details. These little touches can significantly boost engagement and conversion rates.
• Encourage User Contributions: Develop a campaign to get your customers or community involved. This could be as simple as a hashtag challenge (“share a video of you using our product”) or collecting testimonial clips. Offer an incentive or just feature the best ones on your channels (people love recognition!). User-generated clips can be compiled into a powerful montage – and they cost you very little to obtain while bringing an authentic voice to your brand.
• Optimize for Mobile & Accessibility: Before you finalize any video, double-check it on a smartphone. Does it make sense if watched vertically? Is the text readable on a small screen? Add captions or on-screen text for key points (not everyone will hear your narrator). Also, aim for inclusive content: use alt text for videos when posting, ensure contrasting colors, and avoid relying on audio cues alone. This way, you’ll reach the widest audience possible and show that you care about all viewers.
• Use Analytics (and AI) to Improve: Pay attention to your video metrics – watch time, drop-off points, clicks, shares. This data will tell you what’s working. If you see viewers always stop around 50% of the video, maybe the video is too long or loses interest – adjust future content accordingly. Additionally, explore AI tools that can streamline editing or offer insights. For example, some platforms can A/B test different video thumbnails automatically to see which gets more clicks. Work smarter, not harder, by letting tech assist your strategy.
• Maintain Human Creativity: Finally, while adopting new tools and trends, keep your brand’s human element front and center. Trends like AI and automation are fantastic, but the heart of a great corporate video is a good story or a helpful message. Use these trends as amplifiers for your creativity and expertise, not substitutes. A friendly tone, a dash of humor, or a genuine customer story will make your videos memorable.
By following these tips, your marketing team can start to integrate video practices into your existing strategy. You don’t need a Super Bowl commercial budget – consistency and creativity, aligned with the trends above, go a long way. Pick one or two new ideas to pilot each quarter and see how your audience responds.
Wrapping it Up
Video marketing in 2024-2025 is an exciting landscape, full of innovation and opportunity for those willing to dive in. From 15-second social clips to hour-long live webinars, video content can fulfill a multitude of goals: grabbing attention, educating customers, building trust, and driving conversions. We’ve seen that across finance, healthcare, tech, and hospitality, brands large and small are finding success by aligning their video strategies with emerging viewer preferences – namely, content that is short, interactive, authentic, and available wherever the audience may be. The case studies of real companies show that these trends aren’t just buzzwords, but practical approaches that deliver results (be it millions of views, improved lead generation, or stronger customer loyalty).
For marketing teams in medium to large businesses, the time is now to evaluate your video strategy. Ask yourself: are we making the most of short-form and live video? Do our videos provide real value or interactivity? Are we connecting with viewers on a human level? Use the insights and examples from this post as a guide. Start incorporating these trends step by step – maybe you begin by launching a monthly live chat on LinkedIn, or by tasking your team to film a customer story on smartphone. Keep the tone conversational and informative, just like this blog, and don’t be afraid to experiment. The beauty of digital video is you can learn and adjust quickly based on feedback and analytics.
Ultimately, successful corporate video marketing comes down to knowing your audience and telling your story in the formats they love. As the data shows, people are hungry for video content, and they’re rewarding brands who deliver it in fresh, engaging ways. So jump on in – brainstorm that next video series or interactive campaign. With the trends and tactics outlined here, you have a roadmap to follow. By embracing these emerging trends with a strategic yet creative mindset, your marketing team can captivate your audience’s screens – and drive real business impact – one video at a time.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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