Ah, video marketing in 2025 – where the line between innovation and sci-fi fever dream gets blurrier than the future of cryptocurrency. From AI-tools that are smarter than your average trivia night champion, to shoppable videos that will make impulse buying a competitive sport, the landscape is changing. So, grab your popcorn – and maybe your wallet – because we’re diving into the trends that are going to become more common in 2025.

Chad

Well, batting leadoff, I feel like I’ll just set the table with a trend that can incorporate any of the following trends: extended vertical videos. With platforms like TikTok and Youtube shorts extending length limits, there will be more production specifically designed and tailored to creating vertical content. We took quite a swing in the summer of 2024 with a full 2-plus hour long interactive video that was specifically shot vertical. This came after partnering with our friends at FHI360 to produce over 50 vertical videos as part of a marketing campaign for the CDC. I think these were just appetizers for what’s coming ahead. It’s an entirely new way to think about video production, with framing, locations, graphics literally turned on its head… err… side.

Juliana

In 2025, I think interactive and shoppable videos will become increasingly popular. Features such as polls, quizzes, and clickable hotspots can significantly enhance engagement and tailor content to viewers’ interests. I believe viewers want a customized experience instead of watching the same content that everyone else sees. Shoppable videos allow viewers to click directly on ads and purchase products instantly. I think Marketing companies are going to continue using this tool to add convenience to online shoppers’ experiences. If it is super easy to purchase a product that is being advertised, customers are more likely to feel encouraged to pull the trigger on buying. And just think about the QR codes you can scan the next time you pause your video in apps like Hulu. 

Ray

We’re going to see a lot of AI. AI generation tools and software can produce compositions with unpredictable results that are often challenging to reign into any desired look (never mind the ethical dilemmas). However, we have found success with micro AI tools. We used Topaz AI to upscale some smaller images to build into a parlaxing effect for Golden Goose. And we used Photoshop in our New Year’s animation to construct the ball drop building (One Time Square) and its surroundings. I wanted some miscellaneous building-top antennas but didn’t feel like crafting each individually. Instead, I selected the area I wanted coverage and moused to EDIT> GENERATIVE FILL. AI helps construct composites faster and I think we will be using it more in 2025.

Kyle

Super Zooms

For the past few years I’ve seen more zoom lenses come back into fashion. Maybe it’s because zoom shots have a vintage feel to them. Maybe it’s because they’re exciting to viewers. Maybe it’s just great marketing by the world’s most popular video calling app. More recently I’ve seen some shots that go way beyond what a zoom lens is capable of. Using a combination of practical zooms and compositing, filmmakers are taking zooms to the extreme in really imaginative ways— like zooming across an entire landscape in one smooth motion to see a cow grazing in a field. I think it’s a great way to give the experience of forward progress and elicit a sense of awe from audiences.

Jordan

360 Camera Techniques

While scrolling through Instagram I’ve noticed a trend in people using the relatively new 360 action cameras. People at first were using them to capture snowboarding trips and mountain biking. But now creatives are starting to use the cameras in ads and music videos. I was curious to see what these cameras could do, so decided to rent one for a shoot this past year. It was easy to use and simple to rig on some bikes and scooters around Arlington. The fun part was getting into post-production with that 360 footage and finding what you could do with it. It was a great way to capture activities from a unique perspective that really immerses the viewer in the world of the story – and I believe folks will continue to find more practical ways to incorporate 360 shots in the future.