Each year, marketers reevaluate what’s working and what’s fading. But video? It continues to outperform across every channel. HubSpot’s 2024 State of Video Marketing report provides a sharp look into what drove results last year — and how those lessons are shaping strategy in 2025.
Whether you’re investing in branded content, paid ads, or SEO-driven video, one thing is clear: video remains not just relevant but essential. Here’s what you need to know.
1. Video Is the Most Influential Type of Online Content
According to HubSpot’s 2024 data, video is still the number one type of content consumers want from brands. Short-form videos — especially on platforms like YouTube Shorts, Instagram Reels, and TikTok — lead the charge. But even long-form video remains highly effective when targeted and produced strategically.
📊 Key Stat: 91% of businesses used video in their marketing in 2024, and 89% said it delivered positive ROI.
That’s not a trend — it’s a shift in user behavior. Today’s audiences are more likely to watch a 60-second product demo than read a 600-word description.
2. Short-Form Content Continues to Win — But Strategy Matters
Short-form video has become the top-performing content format on social media. But success doesn’t come from following trends blindly — it comes from having a strategic narrative, consistent branding, and content that matches where your audience is in the buyer’s journey.
✅ Use short-form video for:
Brand awareness
Highlight reels
Product teasers
Campaign hooks
🎯 But make sure each video aligns with your business goals, not just platform trends.
3. YouTube Still Outperforms TikTok for ROI
While TikTok gets most of the attention in social media circles, the report shows that YouTube delivers better long-term ROI for most marketers — particularly those investing in evergreen content like tutorials, testimonials, and explainer videos.
Why? YouTube has better search visibility, more robust targeting options, and a broader demographic reach.
💡 Pro Tip:
Make your YouTube videos discoverable with strong SEO metadata. Titles, tags, descriptions, and CTAs still matter. And if you’re a local business, geo-targeted titles and captions can give you a real edge.
4. The Demand for Professional Video Is Rising Again
DIY content has a place, but the pendulum is swinging back. In 2024, more companies reported outsourcing video production again — prioritizing quality, polish, and brand consistency.
📈 42% of marketers said high-quality production increased viewer retention.
That aligns with what we’ve seen firsthand at Melty Cone Video, where our clients in New York City are leaning back into scripted content, creative direction, and higher production values — even for social clips.
5. Where Video Content Is Underutilized (and Full of Opportunity)
The HubSpot report showed that while most marketers are using video on social and websites, key formats are still underused:
Sales Enablement Videos – Product demos, customer success stories, and objection-handling videos are game-changers.
Email Marketing Videos – Even a 15-second video thumbnail can improve CTR dramatically.
FAQ or Help Center Videos – Search-friendly and customer-centric. Great for SEO and trust-building.
This is where savvy marketers can gain an edge in 2025 — by creating content for channels where competition is low and engagement is high.
6. Video Is Now Central to SEO and CRO
The SEO value of video is no longer in question. Google’s SERPs increasingly feature video results, especially for queries with “how to,” “best,” or “review” modifiers.
But video also impacts conversion rate optimization (CRO). According to the report, adding video to landing pages can increase conversion rates by over 80%.
🛠 Optimize your video for both search engines and users:
Use transcripts and captions for keyword targeting and accessibility
Embed videos above the fold
Add clear CTAs — both visual and verbal
7. The Biggest Video Marketing Challenges in 2024 (and How to Avoid Them in 2025)
Despite video’s impact, marketers still struggle with:
Lack of time or in-house resources
Uncertainty about ROI
Not knowing what types of videos to make
📌 The solution? Focus on a lean but strategic video mix:
Start with 3–5 key video types based on funnel stage
Repurpose across platforms (YouTube, LinkedIn, landing pages, etc.)
Track performance using UTM links, view retention, and conversion analytics
Final Thoughts
The data from 2024 reinforces what many marketers already sensed — video isn’t just part of the marketing strategy. It is the strategy.
As we move through 2025, brands that build intentional, high-quality, SEO-driven video strategies will continue to lead. That means producing content that educates, engages, and converts — and placing it where it actually gets seen.
If you’re looking to develop or scale your video marketing strategy, Melty Cone Video helps companies across New York City and beyond craft high-performing video content that drives results.
