More and more ecommerce businesses are seeing the value of incorporating video marketing trends into their strategies. In 2025, video marketing continues to be a powerhouse for ecommerce, with 93% of marketers saying video has given them a good return on investment (ROI). As video continues to heat up, many marketers embrace the video-first trend, prioritizing video content in their marketing strategies and choosing video-first platforms like YouTube and TikTok as marketing channels. Video marketing trends like these are crucial for staying competitive in the 2025 ecommerce landscape.
But video marketing is easier said than done, and video marketers may find themselves working as jacks-of-all-trades while creating video content. Trying to keep up can mean shooting both short-form and long-form videos, leveraging AI video tools, and optimizing for each social media platform—all while also making sure you’re creating engaging content that resonates with your target audience.
In 2025, understanding and implementing the latest video marketing trends is essential for ecommerce success. Whether your goal is to improve lead generation or increase mobile traffic to your site, there are plenty of ways to make video work harder for your business. Here’s a look at some notable video marketing trends your ecommerce brand can’t ignore in the year ahead.
The evolving landscape of video marketing in 2025
The world of video marketing is dynamic, constantly reshaped by technological advancements and shifting consumer behaviors. For ecommerce businesses, staying ahead of these changes is not just beneficial, but necessary for growth and customer engagement.
In the coming year, we’ll see video marketing trends that place an even greater emphasis on authentic connections, AI-driven efficiencies, and interactive experiences that bridge the gap between content and commerce. These trends reflect a broader movement toward more personalized, engaging, and measurable video strategies.
10 key video marketing trends shaping ecommerce in 2025
- The AI revolution in video
- Short-form video dominance
- The resurgence of strategic long-form content
- Authenticity and user-generated content (UGC) drive trust
- Interactive and shoppable video
- Livestreaming for real-time engagement and sales
- Optimizing for the viewing experience
- Video SEO and discoverability
- The rise of vertical video as standard
- Videos for sharing
Video marketers consistently follow popular marketing trends to make their digital content resonate with audiences and convert customers. Here are the top video marketing trends currently dominating the video marketing space for 2025—take a look to see which you can use for your own video marketing strategy:
1. The AI revolution in video: from creation to personalization
From creation to personalization, artificial intelligence (AI) is no longer just an emerging tool; it’s a transformative force in content creation. Generative AI video tools offer ecommerce businesses unprecedented ways to create, edit, and personalize video content at scale. This matters because AI can significantly reduce production time and costs while enhancing the relevance and impact of your videos.
Automated content generation and editing
Creating videos to spread your brand message isn’t easy—especially if you’re creating video content for many platforms. That’s one reason why video marketing experts are turning to AI video tools to help them more quickly create high-performing long-form video content and bite-sized videos. These tools can automate repetitive tasks like basic editing, scene selection, and even generating video variations from a single master file.
For an ecommerce business, this means you can create more product videos, promotional clips, and social media content with the resources you already have, allowing you to showcase a wider range of products or offers more frequently.
AI for scriptwriting and voiceovers
AI can also assist with idea generation, script writing, and caption generation. Some advanced AI tools can even generate realistic voiceovers in multiple languages. That could open up global markets for ecommerce stores without the need for expensive voice talent for each region. This allows you to communicate your brand message consistently and professionally across different audiences.
Hyper-personalization with AI
Looking ahead, AI will enable hyper-personalized video experiences. Imagine a customer receiving a thank-you video that includes their name and the specific product they purchased, or seeing a product demonstration tailored to their past browsing behavior. Compared to generic video content, personalized video is 3.5 times more likely to make someone become or stay a customer. For ecommerce, this level of personalization can significantly boost engagement, loyalty, and conversion rates by making each customer feel uniquely valued.
2. Short-form video dominance: quickly capturing attention
Less of a trend and more of a movement, short-form video is still on fire for its ability to engage users quickly and effectively. Since TikTok’s rise to fame, these brief, engaging clips have become a staple for users and marketers alike. This format is crucial because it aligns with shrinking attention spans and mobile-first consumption habits, allowing brands to deliver impactful messages swiftly.
Platform-specific strategies (TikTok, Reels, Shorts)
To keep up with the hype, longer-form social media sites have released their own short-form options, including Instagram Reels and YouTube Shorts. While attention is also turning toward strategic long-form video content, there are no signs that short-form video consumption will wear out any time soon. For ecommerce, this means creating platform-specific short videos that showcase products in action, offer quick tips, or highlight promotions. For instance, a 15-second Reel might be perfect for a product reveal, while a TikTok could feature a trending sound with user-generated style content.
Integrating calls-to-action in short videos
Even in a short timeframe, effective calls to action (CTAs) are vital. Ecommerce brands can use on-screen text, verbal cues, or platform-specific features like Shop Now CTA buttons to guide viewers to product pages or special offers. The key is to make the next step clear and easy for the viewer to take immediately after watching your video.
3. The resurgence of strategic long-form content
While short-form content has dominated recent years, conversations and platform algorithms are increasingly favoring strategic longer-form video creation for deeper engagement. Platforms like TikTok are now supporting videos up to 10 minutes long, signaling a shift toward long-form content alongside short-form video. For ecommerce businesses, this means an opportunity to build stronger connections and provide more value beyond quick glimpses.
Deep-dive tutorials and educational content
Don’t be surprised if you start seeing even more video marketers turning to longer explainer videos, how-tos, and vlog-style content to capture online video viewers. These formats allow ecommerce brands to demonstrate product features in detail, explain complex benefits, or share valuable industry insights. For example, a 10-minute video could showcase how to use a versatile product in multiple ways, while proactively addressing common customer questions. Long-form videos like these position brands as experts in their niche and build trust with their audience.
Building brand affinity with episodic content
Long-form video also allows for brand storytelling and episodic content. For example, you could create a video series about your brand’s journey, customer success stories, or behind-the-scenes looks at product development. This type of content can foster a loyal community around your brand, encouraging repeat views and deeper engagement than one-off videos typically achieve.
4. Authenticity and user-generated content (UGC): driving brand trust
Looking ahead, authenticity remains paramount in video marketing. In fact, six out of 10 consumers believe that UGC is the most authentic type of marketing content. Consumers are increasingly skeptical of overly polished advertisements, and they crave genuine connections to people, not brands. Potential buyers trust the recommendations of other users—friends, family, and even influencers—more than they trust information coming from the brand itself. That’s social proof in a nutshell. Cultivating trust through social proof is critical for ecommerce as trust directly influences purchasing decisions.
Leveraging customer testimonials and reviews
These days, ecommerce marketers are finding more success from creating video content that features real people and their opinions. It’s becoming more common to ditch high production in favor of more down-to-earth content about your brand and customers. Use a video strategy that brings in your audiences’ voices. For example, your videos could partner with influencers, unbox fan mail, read customer reviews, or promote customers who make tutorials of your product. Video marketing trends like these feel more like shared experiences than ads.
Encouraging and curating employee-generated content (EGC)
Beyond customers, your own employees can be powerful advocates. Employee-generated content (EGC) offers a behind-the-scenes look at your brand, humanizing it and showcasing company culture. For ecommerce, this could be a short video of an employee talking about their favorite product or the care that goes into packaging orders. This approach can significantly boost credibility and relatability.
5. Interactive and shoppable video: engaging and converting directly
Video is evolving from a passive viewing experience to an interactive one, which is especially crucial for ecommerce. Shoppable videos and other interactive media elements allow viewers to engage directly with products within the video content itself, streamlining the path to purchase. This trend matters because it shortens the customer journey and capitalizes on immediate interest.
Using polls, quizzes, and clickable elements
Interactive features like polls, quizzes, clickable hotspots, or choose-your-own-adventure-style narratives can significantly increase viewer engagement and time spent with your content. For an ecommerce brand, a poll could ask viewers about their preferred product feature, or a quiz could help them find the right product for their needs, leading them to a specific product page.
Direct purchasing through video content
Platforms like TikTok and Instagram are increasingly integrating features that allow users to purchase products directly from a video. This means viewers can click on a tagged product in a video and be taken straight to a checkout page, or add it to their cart without leaving the video environment. Interactive videos can increase conversion rates up to 70%, making this a powerful tool for ecommerce sales.
6. Livestreaming for real-time engagement and sales
Live videos are now an option on many platforms, such as the TikTok Live feature, YouTube Live, and Twitch. The livestreaming market is on the rise and brands are using live videos to capture new audiences and promote products in real time—another way to offer casual, unscripted content for your viewers. This is important because live video fosters a sense of immediacy and community, allowing for direct interaction with your audience.
Live shopping events and Q&A
For ecommerce, live shopping events are becoming increasingly popular. Brands can showcase products, demonstrate their use, answer customer questions in real-time, and offer exclusive live deals. Live shopping events can foster an engaging and urgent buying environment. Global livestream sales are expected to hit $500 billion in 2025, highlighting the immense potential of livestreaming for ecommerce brands.
Behind-the-scenes and exclusive live content
Beyond boosting sales, livestreams can offer a behind-the-scenes look at your brand. For example, you could host interviews with designers, give product demonstrations, or provide exclusive access to events. Plus, live video content can be repurposed into short- or long-form videos after the livestream, maximizing its value.
7. Optimizing for the viewing experience
Creating great video content is only half the battle; it’s equally as important to ensure it’s optimized for how audiences actually consume it. This involves considering factors like sound, attention spans, and mobile viewing habits.
Soundless viewing: the continued importance of captions and visuals
According to Facebook Business, 85% of mobile videos are watched without sound. If your videos don’t make sense without audio, you may be missing out on a huge audience. Don’t ignore users who want to watch silent videos while on the train or in a coffee shop. Instead, it’s best practice to add clear subtitles, visual titles, and detailed captions so your online video content doesn’t get skipped. Strong visuals that tell the story independently are also key for ecommerce product showcases.
Early hooks: grabbing attention in the first few seconds
An attention-getting opener is a best practice for video marketing strategies. It keeps mobile users from scrolling away and makes sure your valuable insights or product showcases come first. For ecommerce, an early hook could be a striking visual of your product, a compelling question that’s on your customers’ minds, or a quick highlight of a key product benefit.
8. Video SEO and discoverability
As video becomes even more prevalent in 2025, it’s crucial that your content is discoverable. Video SEO isn’t just about ranking on Google; it’s also about visibility within social media platforms’ own search and discovery algorithms. This matters because even the best video won’t drive results if your target audience can’t find it.
Optimizing for video on search engines and social platforms
If your priority is video SEO and your audience is mostly seeking out video-first web searches for their information, then put your video front and center. Search engines that are ranking videos will be more likely to display your video when ranking web pages, so you have a chance to be at the top of the search engine results page (SERP). This involves using relevant keywords in your video titles, descriptions, tags, and even in the spoken content (via transcripts and captions). For ecommerce, this means optimizing product videos with terms customers are actually searching for.
Structuring video content for better indexing
Search engines are ranking web pages based on the core content of your page. If your video content isn’t the star of the show, then it won’t appear as a thumbnail in web searches. Using structured data (schema markup) for videos helps search engines recognize and index your content more effectively. This can potentially earn your content a place in rich snippets on SERPs, which tends to improve click-through rates.
9. The rise of vertical video as standard
While often associated with short-form content, vertical video (e.g., 9:16 aspect ratio) is becoming the standard for mobile viewing across many platforms, not just for ephemeral content. This is important because most video consumption happens on mobile devices, and vertical video provides a more immersive, full-screen experience without requiring users to rotate their phones.
10. Videos for sharing: maximizing reach and word-of-mouth
As a marketing tool, social videos are some of the most shareable types of content. In fact, social video generates 1,200% more shares than text and images combined. Video sharing increases brand awareness, and watching a video shared by a friend is word-of-mouth marketing at its best.
So whether it’s short- or long-form videos, creating video content that resonates with your target audience is a great way to increase brand exposure and trust.
Preparing your ecommerce video marketing strategy for 2025
These video marketing trends for 2025 emphasize authenticity, technological integration, and direct engagement. For ecommerce businesses, this means it’s important to focus on creating valuable, relatable content that leverages AI for efficiency and personalization, makes it easy for customers to shop, and optimizes for how and where audiences are watching.
By strategically incorporating these trends, you can create a video marketing strategy that not only captures your audience’s attention but also drives meaningful business results.
Video marketing trends 2025 FAQ
How important is video marketing for ecommerce in 2025?
Video marketing is vitally important for ecommerce in 2025. Wyzowl reports that 89% of businesses are using video marketing, as it’s a key driver for brand awareness, lead generation, and sales. For ecommerce, video allows for dynamic product showcases, building trust through authenticity, and engaging customers on their preferred platforms. Video content’s ability to convey information and emotion quickly makes it indispensable for online sellers looking to connect with their audience and drive conversions.
What are the top 3 video marketing trends ecommerce businesses should prioritize?
- Leveraging AI for content creation, editing, and especially hyper-personalization can provide a significant competitive edge and improve efficiency.
- Directly connecting video content to sales opportunities by making videos clickable and shoppable shortens the path to purchase and capitalizes on immediate viewer interest.
- Building trust through genuine customer stories, reviews, and relatable content is crucial as consumers increasingly seek authenticity over polished ads.
How can AI be effectively used in ecommerce video marketing for 2025?
AI can be used in ecommerce video marketing in several effective ways. This includes automating the creation of product videos from existing assets like images and descriptions, generating scripts or voice-overs, personalizing video messages to customers at scale (e.g., for abandoned carts or post-purchase follow-ups), and optimizing video ad campaigns by analyzing performance data. The goal is to use AI to create more relevant, engaging video content more efficiently, ultimately driving better customer experiences and sales. Many businesses use AI tools like filters and smart video editing software to streamline the content-creation process.
Why is authenticity crucial in 2025 video marketing for ecommerce?
Authenticity is crucial in video marketing for ecommerce because consumers are increasingly wary of traditional advertising and seek genuine connections with brands. Authentic content, such as user-generated videos, behind-the-scenes glimpses, and unscripted testimonials, builds trust and credibility. With 79% of people saying UGC impacts their purchasing decisions, authenticity directly influences consumer behavior and loyalty, making it essential for brands that want to resonate with modern shoppers and stand out in a crowded market. Video content is also a necessary tool to capture audiences on many video-first social platforms like TikTok and YouTube.
