If you’ve spent any time online recently, it’s become frankly impossible to ignore the overwhelming presence of video content. It’s everywhere, and for good reason. In 2025, 95% of brands stated that video marketing is a key component of their overall strategy - but why has video become so popular in recent years? From its capacity to captivate audiences and drive conversions, to its unique ability to evoke emotions and build a sense of trust – video is one of the most powerful tools in any marketer’s arsenal.

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Captivate and Persuade  

Marketing is all about capturing attention, communicating value, and driving action – three areas in which video undeniably excels. Unlike text or static images, video’s dynamic nature draws people in, creating a more immersive experience that can hold an audience’s attention for longer periods. A well-crafted video can explain complex ideas, demonstrate a product or service in action, or tell a compelling story in ways that text and images simply cannot.

What makes video particularly powerful is its ability to evoke emotions while also building a sense of understanding and connection without words – such as the much-praised opening sequence of Disney’s Up. Because video resonates with audiences on a deeper level, it’s also unsurprisingly an excellent tool for driving conversions, with 84% of people saying that a brand’s video convinced them to buy a product or service.

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Build Brand Recognition and Trust

In today’s world, a brand’s personality and authenticity have become more important than ever, with 88% of consumers stating that these factors are key to their purchase decisions. With the rise of social media, traditional media has lost much of its influence, as consumers increasingly turn to platforms like Reddit, YouTube, and TikTok to seek out authentic opinions on brands, products, and services.  

Against this backdrop, faceless corporate entities of the past face a steep challenge in connecting with modern consumers, who tend to favour brands with distinct voices, clear values, and a commitment to transparency.  

This is where video becomes an invaluable tool. One of video’s most unique and powerful benefits is its ability to humanise brands. It allows businesses to step out from behind their logos and showcase their personality, mission, and values in a way that static content simply cannot. Through video, brands can establish an emotional connection with their audience, making them feel like they’re engaging with real people rather than a faceless corporation.

For example, a candid behind-the-scenes video of your team or a heartfelt client testimonial can help to build a level of trust and relatability with your target audience. These kinds of videos don’t just tell them what you stand for – they show it.

Another significant advantage of video is its memorability. Studies show that people are far more likely to remember information they’ve seen in a video compared to reading it in text form. This means that, by weaving consistent elements, such as your logo and signature colours, you can ensure that your content doesn’t just engage viewers for a brief moment but also leaves a lasting impression.

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Time, Budget and ROI  

The most common barriers preventing marketers from using more video are uncertainty about where to start and the perceived time investment required for video production – over 25% cite this as the primary reason they haven’t yet adopted video. While it’s true that creating high-quality, professionally edited video content can be more resource-intensive than static image banners, the return on investment (ROI) from video is undeniable. In fact, 93% of marketers report that video delivers a positive ROI, pointing to increased sales, improved lead generation, and stronger audience engagement amongst the key benefits.

What many marketers often overlook is just how accessible video creation has become in recent years. Advances in technology mean that nearly anyone can produce high-quality video content. Smartphones now have the capability to capture stunning 4K footage, and intuitive tools like Canva and CapCut make editing simpler than ever. With so many tools at your disposal, there’s never been a better time to incorporate more video into your marketing strategy.

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If you’re interested in incorporating more video content into your marketing efforts but are unsure where to start, or if you’d simply like expert guidance, we’re here to help. As a financial services marketing agency, we bring specialist knowledge and years of experience in this industry, making us an invaluable partner for brands looking to stand out in a highly competitive market.

Whether you need assistance with strategy, production, or post-production, our experts are equipped to support your business at every step of the process. Get in touch with our team today to find out how we can elevate your video content in 2025.

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