In 2024, video marketing continued to prove why it’s the undisputed champion of content strategy. With consumer habits, tech platforms, and buying behavior evolving, brands that embraced data-driven video campaigns saw major returns — while those who lagged fell further behind.
As we move deeper into 2025, we can’t afford to start from scratch. Smart marketers build on the data from last year to fuel even more powerful campaigns today. That’s why we dug into HubSpot’s 2024 State of Video Marketing report — so you don’t have to.
Here’s how to transform last year’s insights into this year’s strategy.
🔍 Key Insight #1: Video is Still the #1 Most Effective Format
According to HubSpot, a staggering 91% of businesses used video as a marketing tool in 2024, and over 80% said it directly increased their sales. More marketers than ever are integrating video into landing pages, social posts, product demos, and beyond.
🎯 What to do in 2025:
Make video the centerpiece of your content strategy — not just an add-on.
Prioritize high-impact formats like customer testimonials, product explainers, and branded social videos.
If you don’t already have a production partner, work with a trusted agency like Melty Cone Video to create professional, conversion-focused content.
🧠 Key Insight #2: Short-Form Reigns, But Long-Form Converts
Short-form video (under 60 seconds) remains the king of social engagement. But HubSpot’s research shows that long-form content (2–6 minutes) drives higher conversion rates and stronger ROI, especially for product education, storytelling, and testimonials.
📹 Pro tip for 2025:
Use a hybrid content strategy:
🎞 Short-form for attention and brand awareness (Reels, TikToks, Shorts)
🎥 Long-form for depth and conversion (YouTube, landing pages, email funnels)
✂️ Repurpose long-form content into short clips to maximize mileage.
📱 Key Insight #3: YouTube, Instagram, and TikTok Are Still on Top
In terms of distribution, YouTube remains the most-used platform for video marketers — but Instagram and TikTok saw the fastest growth in engagement. This reflects a continuing shift toward mobile-first, algorithm-driven video consumption.
🧩 2025 Action Plan:
Focus your organic and paid strategy on YouTube, Instagram Reels, and TikTok.
Design content for vertical video and silent playback.
Include on-screen captions — 80% of social users watch without sound.
Need help optimizing content across platforms? Our team at Melty Cone specializes in platform-native videos that convert. 📈
🤝 Key Insight #4: Video Builds Trust and Drives Action
HubSpot found that trust is one of the top reasons people watch branded videos. In fact, 52% of consumers said watching a video made them more confident in a purchase decision. It’s not just about brand awareness — it’s about conversion through clarity and connection.
💡 How to act on this:
Showcase real people: your team, customers, or leadership
Prioritize authenticity over polish — polished doesn’t mean robotic
Focus on storytelling and real use cases, not just specs or features
For example, this customer testimonial video approach on Wistia can drive 2–3x higher conversion rates than static case studies.
🧪 Key Insight #5: Brands That Test and Iterate Win
One of the most overlooked insights from the 2024 report? Marketers who A/B tested their videos saw significantly higher ROI. Whether it’s tweaking a CTA, switching a thumbnail, or testing different hooks — small changes lead to big wins.
🛠 In 2025:
Use Wistia, Vidyard, or YouTube Studio to run structured A/B tests
Experiment with length, tone, and visuals
Keep an eye on retention and drop-off rates to guide edits
🚀 Ready to Win with Video in 2025?
The most successful brands in 2025 will be those who build on what worked in 2024 — not those who start over. From smarter platforms to sharper storytelling, your next big win starts with applying what we’ve already learned.
📈 Want help turning insights into action? Melty Cone is a New York–based video production company trusted by brands like Google, IBM, and WeWork to create video content that performs.
👉 Contact us to strategize your 2025 video plan.
