Video Creation in 2025
It’s that time of the year where I predict the next twelve month trends happening in video production, and how they can help my clients.
My top three.
Artificial intelligence (AI) for Video Production
I’ll start with the buzz phase for 2024 – Artificial intelligence (AI)
AI for video can range from the creation of real-time virtual environment, voice overs to the production of subtitles from the speech within a video. This whole new world of tools available for video production can be very useful, and will save time in some aspects of video production, thus making video content more affordable.
However, the deep fake style character enhancements are considered by consumers as sinister, and non trusting. Therefore, the use of AI actors and characters within a video may not be the best use of AI for video, or the reputation of your company. Even major brands are shying away from using these custom made digital actors. It not been helped by ‘scammers’ using AI technology to fool audiences with deep fake celebrity endorsement that appear on all social networks.
While AI for video does, very much, have it’s uses, we need to tread carefully when considering AI for video. It’s not a ‘one button press’ and the content has been created for you. It still need trained, skilled video professionals to craft and develop the AI created content so that it will work for you, crafting the narrative to keep your audience emotionally connected to the content.
Emotional Connected Video Content
Companies and brands are always trying to build an emotional connection with their customer base. I think the shift from direct marketing message that we have seen in recent years to a more narrative approach will continue at pace and develop as the standard format, which I personally very much welcome.
Narrative style video content is a bit like a video having its own personality, highlighting your company’s values and beliefs. It’s not only more engaging for the viewer, but also lovely to craft behind the scenes of video production.
Short Form content – still be king (but don’t rule out Long Form)
We all know attention spans have been declining, and in 2025 this trend will continue. Short Form content, which is video up to 60 seconds in duration are extremely popular on platforms such as Tik-Tok & YouTube Shorts. These are considered ‘Snack Size’ video content.
Short Form videos are an idea way for you to talk directly your audience, telling about your company, the products and what it can do for you. This can be either in the style of a direct marketing approach, or as mentioned earlier, the more modern method via a narrative format.
My own proven marketing approach is where your Short Form video content fills your marketing funnel from your social media sites, directing your customers to a landing page on your website. This landing page will provide more details, and can include Long Form video content, giving further details to help convey your messages, creating conversions.
The Epic Fail
That has to go to Interactive Videos.
For me, I don’t think these will be a hit with audiences. Not in 2025, not ever.
People watch videos for the convenience of learning from just watching, without user input. That a major key to their success.
Why would the user want to go on a confusing, video journey, answering questions along the way?
These remind me of the late 90’s when I was creating content on interactive CD-ROMs because we didn’t have websites.
Just because technology is there to let us do something, doesn’t mean we as consumers want it, need it or it does anything to help us.