Why 91% of Businesses Use Video Marketing — Benefits, Stats & How to Start

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Video Marketing for Business in 2025: What HubSpot, Forrester & Brightcove Reveal

In 2025, video marketing is no longer a “nice-to-have”, it’s one of the most powerful tools to grow your brand, drive conversions, and stay competitive. From small startups to global enterprises, businesses are using video to connect with audiences more effectively than any other medium.

If you are ready to start, see our brand video production.

At Salt & Gorse, we help brands craft powerful visual stories. In this guide, we explore the latest insights from HubSpot, Brightcove, and Forrester to show how to use video in marketing to grow your business in 2025 and beyond.

📊 Why Video Marketing Matters: Key 2025 Stats

  • 91% of marketers say video is more important to their marketing strategy in 2025 than ever before. (HubSpot)
  • 95% of B2B buyers say video plays a key role in their buying decisions. (Brightcove)
  • Landing pages with video convert up to 80% better than those without. (Brightcove)
  • 68% of marketers believe video provides a better return on investment than Google Ads. (HubSpot)

🎥 What Makes Video So Effective?

Video combines visual storytelling, audio, and emotional impact, all in one format. It grabs attention, keeps people engaged, and helps them remember your brand. But that’s not all.

1. Builds Instant Trust

Video is the fastest way to humanise your brand. Whether it’s a behind-the-scenes look at your team or an explainer video, audiences are more likely to trust what they can see and hear. See our recent brand films for examples.

2. Boosts Organic Traffic

Search engines love video. Including video content on your website increases time-on-page and signals engagement to Google, which can help improve your rankings. We break this down in more detail in our Ultimate Guide to Video SEO.

3. Speeds Up the Buyer Journey

Brightcove’s survey found that buyers are far more likely to take action after watching a video than reading text. Short demos, testimonials, and how-tos can convert browsers into buyers faster than traditional formats. Learn how we create conversion-focused video content.

🚀 How to Use Video in Your Marketing Strategy

You don’t need a huge budget to make video work for you, but you do need the right strategy. Here’s how to get started:

  1. Start with a Goal: Do you want to raise awareness, generate leads, or boost sales? Let the goal drive the video format.
  2. Choose the Right Channel: LinkedIn videos work differently to TikTok or YouTube. Tailor content to platform and audience.
  3. Tell a Story: Even product videos should show outcomes, not just features. Use a clear beginning, middle, and end.
  4. Keep it Short: Under 60 seconds for social. 1–2 minutes for website explainers. Make it tight, focused, and valuable.
  5. Use Captions & Mobile Formatting: Most video is viewed without sound. Make sure it still delivers.

💡 Pro Tip: Repurpose Everything

A single brand film can become 10+ content pieces. Turn interviews into reels. Cut long-form into short-form. Add motion graphics and reuse. The ROI of video scales fast when you repurpose strategically. We can help you plan for repurposing from the start.

🔗 Further Reading

Conclusion: Whether you’re a small business, agency, or brand, video marketing in 2025 is your most powerful tool for growth. Explore how Salt & Gorse can help you craft video content that connects, converts and compels. Get in touch to start your next project.

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