State of Video Marketing: Top Trends, Strategies, and Stats

Snapshot: As video content continues to dominate social media platforms like TikTok and Instagram Reels, video marketers are seeing video marketing deliver the highest return on investment of any media format. 

HubSpot’s recent findings reveal that 73% of marketers believe video marketing effectively drives business goals, particularly in customer engagement and lead generation.

Among the most critical metrics, engagement rate (likes, comments) leads as the top indicator of video success, followed by watch time and view count. Marketers are also publishing videos at a high frequency, with 30% posting 8 to 10 videos monthly. 

Short-form videos under 3 minutes consistently achieve the best ROI and engagement, while long-form videos remain impactful for brand storytelling. 

For 2025, increasing brand awareness, expanding reach, and boosting online engagement are the leading goals for video marketers.

The study highlights the growing role of AI, with 91% of marketers using AI tools to optimize video searchability and visual effects.

Finally, social media platforms, especially Instagram, YouTube, and TikTok, continue to be the most effective channels for video distribution, while “authentic” and relatable content outperforms highly polished productions. With video budgets on the rise, financial brands should prioritize video strategies that drive connection, visibility, and conversion.

Full report: HUBSPOT