Video marketing is the use of video to explain, promote, or support a brand, product, or service across websites, social platforms, advertising, email, and sales journeys. In 2025, Wyzowl's survey found that 89% of businesses used video as a marketing tool, while Wyzowl's own 2025 results put the same figure at 89%. The same survey found 95% viewed video as strategically important and 93% reported good ROI. A useful video marketing strategy connects format, platform, distribution, and measurement.
One widely repeated claim says viewers retain 95% of a message in video versus 10% in text. The linked Wyzowl material does not establish that comparison, so it should not be used as a planning benchmark. The stronger 2025 evidence is adoption, reported ROI, and observed viewing behavior.
How Video Marketing Has Changed Since 2016
Wyzowl's long-running survey shows the clearest decade-level change. Video use rose from 61% of businesses in 2016 to 89% in 2025. Earlier versions of this article rounded that starting point to 60% of businesses, but the published trend series reports 61% for 2016. Wistia's 2025 State of Video report also found 71% handled production in-house and almost 60% planned to increase video budgets.
The role of video also broadened. Short clips became standard for discovery, while tutorials, webinars, demos, testimonials, and sales videos continued to support education and conversion. For entertainment marketing, that can mean trailers, interviews, and social cutdowns. For travel and hospitality marketing, it can mean destination clips, property tours, and experience-led video designed for discovery.
Short-Form vs. Long-Form Video: ROI, Engagement, and Conversion
ROI
HubSpot's 2025 State of Marketing found short-form video to be the content format most often named as delivering the highest ROI, at about 21% of marketers surveyed. Older secondary-source roundups linked in the original article cited 77% of marketers favoring short-form ROI and 23% who preferred long form videos. Those figures use different samples and questions, so they are not a market-wide split.
Short-form generally offers reach and cost-effectiveness, while longer formats can support in depth and conversion when the viewer already has stronger intent. Wyzowl's 2025 survey found that 73% of respondents believed videos between 30 seconds and two minutes were most effective. That does not mean every conversion-focused video should be short.
“We opened our film production company ten years ago. Back then, brands were still asking if they needed video. Now, everyone knows they do. Thanks to social media, video has become the great equalizer between small and large brands because you no longer need a broadcast budget. You just need a strong story and the right strategy to get it in front of your audience.”
Ria Ruthsatz, Co-Founder, Tree9 Films
Viewer Engagement and Conversion
Wistia's 2025 report shows why length needs context. Shorter videos generally earn higher engagement rates, while longer videos can generate more total watch time. Its analysis found that videos between 30 and 60 minutes are the best at converting viewers into customers when Wistia's interactive conversion features are used. That is a platform-specific finding, not a universal ideal length.
Earlier short-form benchmarks cited roughly 50% completion for some short videos and a 2.5× advantage on selected engagement measures. Treat those figures as directional and match length to intent. Long-form can produce more total watch time, and high-intent audiences may watch longer when they need a tutorial, product demonstration, webinar, or detailed explanation.
For brands measuring video performance, views alone are insufficient. Watch time, completion, click-throughs, qualified leads, assisted conversions, and sales should connect to the marketing metrics that matter to the business. When the video drives traffic off-platform, the quality of the website experience also affects whether attention becomes action.
Spending Trends in Video Marketing
Video adoption has moved from a specialist tactic toward standard marketing infrastructure. Wistia reported in 2025 that more than 40% of companies created at least one video per week, while nearly 60% were increasing video budgets. The original article also linked a claim that 93% of teams would maintain or increase spending; the broader direction is supported by 2025 survey data even when the exact percentage varies by study.
“When we first started using video marketing, it was more of a 'nice to have', now it's a core part of how we build trust and drive engagement. Short-form video especially has changed the game. It’s allowed us to connect with our audience in a more human, authentic way, and the ROI in terms of brand awareness and conversion has been undeniable.”
Chris Turnbull, Managing Director at Catalyst Media LTD
Platform Performance for Video Marketers
YouTube
YouTube remains the broadest dedicated video platform. Wyzowl accidentally omitted YouTube from its 2025 channel question, but its 2024 survey reported 90% use among video marketers. Alphabet reported $36.147 billion in YouTube advertising revenue for 2024. Long-form education, podcasts, webinars, and product content sit alongside Shorts, giving marketers both short and long formats in one ecosystem.
TikTok
TikTok is central to short-form discovery, but adoption statistics vary sharply by survey. One secondary source cited 69% of businesses; that should not be treated as a universal 2025 usage rate. The more useful question is whether the audience, creative, and offer fit a fast short-form environment. Tools that turn a longer asset into a short video can help with repurposing, but the edit still needs to feel native to the platform.
Wyzowl's 2024 survey reported 79% of video marketers using Instagram. In its 2025 survey, 66% reported using Instagram and 61% called it effective. Reels and Stories make the platform especially suited to short, visual storytelling and creator-led campaigns.
Wyzowl's 2024 survey reported 86% of video marketers using Facebook. In 2025, 66% reported using it and 51% called it effective. Facebook remains useful when video is paired with Meta's targeting, retargeting, and cross-platform Instagram workflow.
“The use of video content leads to higher engagement and stronger conversions. Short-form content on platforms like TikTok and Instagram generates quick interactions, while long-form videos, like product demos and client testimonials, drive more sales. This strategy not only boosts sales but also enhances organic reach and long-term customer loyalty, offering sustained growth for businesses.”
Chris Heerlein, CEO at REAP Financial
What the 2025 Video Marketing Statistics Mean for Brands
The decade-long shift is not simply that brands make more video. Teams now use different lengths and platforms for different jobs. Short-form is strong for attention and discovery, while long-form can support education, trust, and high-intent conversion. A good plan starts with the audience and business objective, then chooses format, distribution, and measurement.
Platform benchmarks also change quickly, so pair video-specific data with broader social media statistics and your own first-party results. If you need help deciding where video fits within a wider channel strategy, Brand Vision can provide a focused marketing consultation covering content roles, distribution, measurement, and conversion handoffs.
