Video Marketing Is Evolving. Are You Keeping Up?
From TikTok to live streams, the game is changing fast. Stay ahead or get left on pause.
I was watching a downhill bike competition on YouTube the other night, and right in the middle of the action, I realized this was actually a Red Bull ad.
It hit me even harder when I remembered that earlier that day, I had watched a dirt bike race on cable TV, also backed by Red Bull.
Later, I found out that Red Bull uploaded the TV race to YouTube.
This got me thinking; some brands aren’t just playing the advertising game; they own it.
They’ve seamlessly integrated their content into our daily lives, and most of us don’t even notice it. That’s the magic of modern video marketing.
So, how can you make sure your video content keeps up with the future of marketing?
Here’s what I’ve learned from observing the best in the game.
Optimize Your Video for Every Device
When was the last time you went a full day without watching a video?
My guess is close to never.
We live in an era where screens are everywhere, from our pockets to our work desks and even our fridges.
Video is the go-to medium for us to learn, communicate, and even buy something.
That’s why making sure your video plays smoothly across all devices is crucial.
Different formats, resolutions, and screen sizes can affect how people experience your content.
The good news?
Platforms like YouTube, Wistia, and Vidyard handle a lot of this heavy lifting for you.
They automatically adjust video resolution and format to match a user’s device, so your audience gets a flawless viewing experience every time.
Read more:
Going Live is the New Normal
Remember when live streaming was just for gamers?
Those days are long gone. Brands are using live video to connect with audiences in real time, and the impact is huge.
Platforms like Instagram Live, YouTube Live, and even LinkedIn Live allow brands to create interactive, in-the-moment content.
Red Bull has mastered this by live-streaming adrenaline-pumping events, while Adidas used live content to bring fans behind the scenes of the 2014 World Cup.
It’s less about selling directly and more about immersing your audience in your brand’s world.
A Q&A Session for Brand Trust
Nothing makes a brand feel more real than engaging directly with customers.
Hosting live Q&A sessions is a game-changer.
It makes your brand more approachable, allows for immediate feedback, and proves you can handle spontaneous questions like a pro.
For example, if you’re launching a new product, why not hop on an Instagram or YouTube Live session and answer questions in real time?
Show Behind-the-Scenes Content
People love getting an exclusive peek at how things are made.
It makes them feel like insiders and deepens their connection to your brand. Behind-the-scenes videos work for nearly every industry.
Whether it’s showing how your physical products are made or revealing the creative process behind digital services (like animation or marketing campaigns), transparency makes people more invested in your brand.
And here’s a bonus: If your live-streamed behind-the-scenes video doesn’t get as many views as you’d hoped, you can always upload it later on YouTube and let it gain traction over time.
Use Customer Testimonials, Explainers, and Tutorials
People trust other people.
That’s why customer testimonial videos remain one of the most effective marketing tools.
A survey by Ascend2 found that 51% of marketers said testimonial videos were the most effective type of video content.
That said, testimonial videos can be tricky to get since customers won’t always take time out of their day to record one for you. The next best thing? Explainer and tutorial videos.
They’re easier to create but nearly as effective as testimonials.
A solid, well-crafted explainer video can help prospects understand your product and why they need it, without you having to say a word.
Well-Produced Vlogs Build Relationships
Vlogging has evolved from bedroom confessionals to high-production storytelling. Take Casey Neistat, for example.
His wild, adventure-packed vlogs gained him over a billion views.
The secret?
He didn’t just document his life. He made it entertaining and unpredictable.
For brands, vlogging creates a personal connection.
It’s an opportunity to showcase company culture, highlight day-to-day operations, or even document a project in progress.
The key is consistency and authenticity. If done right, vlogging can turn your brand into a trusted voice in your industry.
Keep an Eye on Instagram Stories
Instagram Stories might’ve started as a Snapchat copycat, but today, it’s an advertising powerhouse.
Features like polls, Q&As, and links to external sites make it an incredibly versatile tool for marketers. And with ephemeral content disappearing in 24 hours, it creates a sense of urgency that encourages real-time engagement.
Read More: How Can Instagram Story Videos Help Your Business Growth
Brands that use Stories effectively don’t just post polished ads; they showcase authentic, behind-the-scenes moments that feel personal and real. The more organic your Stories feel, the better they’ll perform.
The Future of Video Marketing
What’s next for video marketing? Here are some key trends shaping the future:
- Short-Form Video Dominance — TikTok, Instagram Reels, and YouTube Shorts are leading the way, proving that snackable content drives high engagement.
- AI-Powered Video Creation — AI is making video production faster and more accessible, from scriptwriting to editing.
- Interactive & Shoppable Videos — Viewers can now click, swipe, and even shop directly within videos, making e-commerce smoother than ever.
- Personalized Video Marketing — Data-driven strategies allow brands to tailor videos to individual user preferences, increasing conversions.
- Live Streaming & Real-Time Engagement — Live video continues to be a game-changer for authenticity and audience interaction.
- SEO-Optimized Video Content — Google prioritizes video in search rankings, making video SEO essential for discoverability.
- User-Generated Content (UGC) — Encouraging customers to create their own videos featuring your brand builds trust and community.
- 360-Degree & AR/VR Videos — Immersive experiences are taking off in industries like real estate, travel, and gaming.
- Videos in Email Marketing — Adding video to emails increases open rates and click-through rates, making them a powerful engagement tool.
- Sustainable Video Production — Brands are adopting eco-friendly video production practices to reduce their carbon footprint and appeal to conscious consumers.
At Breadnbeyond, we craft cool, professional, animated explainer videos for your social media marketing strategy.
Check our works here.
Ready to jazz up your next social media campaign with a snazzy new video ad? Drop us a line. We’re all ears, and we’ve got a FREE consultation for you.
