New Video & Content Trends.
The 5 you need to be aware of for 2025
First up. You need to be authentic.
People buy from people and they know if you are not being genuine or using AI to feed them content. people hate it, you need to be focused on fully authentic content to maintain brand connection.
Example: This breath of honest air from Volvo...
Second, Sustainability.
We are in a world of hurt with our planet and we should be doing everything that we can to tread lightly, and preserve the precious ecosystem we call home. However that doesn't mean green-washing your audience, refer to point 1; you need to communicate what you are doing to be sustainable - warts and all. Even if you are not prefect, people will love the transparency, showcase what you are doing and where you are improving. Trust is the key metric here, not claims of being carbon neutral!
Example: Patagonia - obviously...
Third the worst… AI.
Okay well maybe not the worst because AI can be handy, but when there are whispers of how AI now edit, sound mix and colour grade it’s important for you to remember that AI is a tool, not your vice. It leads back to authenticity as well as transparency , if you’re going to use AI just be open and honest it’ll only lead to more trust.
Example: Don't use AI to generate lifeless videos
Fourth, Multi Platform.
Having content is a major asset in getting your name out there, but what’s the point if you aren’t sharing your content across the right platforms? 2025 will be the year you need to become adaptable to where you target your content, whether it be on your social media, website or even email campaigns and focus on multi platform reach!
Example: Polestar - this was repurposed across all platforms including Graphic Based USP Ads on Meta
https://www.youtube.com/watch?v=0n8W-GtfHYw
Biggest till last, Over Saturation.
While video is a key way to reach your target audiences and it can be used to your advantage in so many ways, it’s worth being mindful of how over saturated the digital landscape is so ensuring the content you are putting out is impactful.
Example: Watch out for copying trends but for the sake of it… Don't be a squid and make a squid games reel.
Bonus
Short Form Dominates
We couldn’t resist dropping another one in! Short form will remain a very dominant force, but in this year keep in mind how much our previous point 5; and that short form content is over saturated and will only continue to be. However it is a great way to reach your target audience if you use it to your advantage. So eye’s peeled for micro-content.
This is our own work showing how to repurpose a commercial for Meta: