Video Trends We’re Watching: What’s Next for Creators and Brands

At Ideal Insight, we don’t just create video, we live it. In a world where trends shift overnight and attention is fleeting, video remains the most powerful medium to connect, captivate, and convert. But the way we consume, create, and think about video is constantly evolving. What worked yesterday may not land today, and what’s trending now is shaping the future of brand storytelling.

As we move deeper into 2025, we’re paying close attention to how audiences engage with content, how platforms are adapting, and how creators are finding new ways to be seen and heard. Whether you’re a brand, a content creator, or someone exploring video as a strategy, here’s what you need to know about where the industry is heading.

Keeping It Real

The most successful videos today aren’t necessarily the ones with the highest production value, they’re the ones that feel honest. There’s a massive shift happening in the way audiences connect with brands. People no longer want a perfectly scripted, glossy version of your company. They want the truth. They want to see the people behind the brand, the process, the quirks, even the outtakes. Whether it’s a founder explaining their story in one take from their desk or a candid moment shared from a shoot, these pieces of content build trust and relatability. And trust is what drives action.

This kind of raw, unfiltered storytelling makes your brand more approachable and memorable. It invites your audience into your world, not just your product page. That emotional connection is what sets you apart in a crowded digital space. When done right, realness isn’t messy, it’s magnetic.

Short-Form with Sharp Purpose

There’s no denying that short-form video is dominating digital channels. TikToks, Reels, and YouTube Shorts have reshaped how we communicate ideas and tell stories. But the key isn’t just to make your content short, it’s to make it smart. The first few seconds of any video now matter more than ever. If you don’t grab attention immediately, your audience has already scrolled past.

Short-form content should be designed with intent. Every frame should serve the message. Whether you’re launching a new product, building awareness, or driving engagement, the best short-form content is clear, confident, and creatively compelling. Think of it as a trailer for your brand, a glimpse that gets people intrigued enough to want more. At Ideal Insight, we see these fast-paced formats as powerful tools, not just fleeting trends. They demand strategy just as much as creativity.

AI as a Creative Accelerator

Artificial Intelligence is no longer a future trend, it’s a current reality in video production. Tools that automate captions, generate voiceovers, and even suggest edits are saving time and scaling production like never before. But while AI can help build videos faster, it can’t build emotional connection. That still belongs to the human touch.

The most impactful videos still begin with strategy, insight, and a clear understanding of your audience. That’s where creative teams come in. At Ideal Insight, we use AI as a tool to enhance efficiency, but we never let it replace storytelling. Real creativity lies in knowing how to evoke emotion, build narrative flow, and capture nuance, something no algorithm can fully replicate. So, while we welcome AI into our toolkit, our creative compass always points to human-led storytelling.

While AI speeds up video production by automating tasks, true emotional connection and storytelling remain uniquely human, learn more here.

Vertical is the Viewer's Default

As mobile-first consumption continues to rise, vertical video is no longer an adaptation, it’s the standard. People consume content with their phones upright, and platforms are prioritising content that fits that native experience. If your video isn’t formatted vertically, it’s at a disadvantage before it even starts playing.

But vertical isn’t just about how you frame the shot, it’s about how you build the story within that frame. Are your titles visible? Are your visuals impactful in portrait orientation? Does your message land within a few thumb scrolls? When we create content at Ideal Insight, we design for the platform from the beginning, ensuring your video works exactly where your audience lives. Because the right format can mean the difference between being watched or being skipped.

Video That Sells, Not Just Tells

Video has moved far beyond brand awareness, it’s now a direct driver of conversions. With the rise of shoppable video, integrated links, and in-video call-to-actions, brands can move consumers from curiosity to checkout in one seamless flow. What used to take five steps now happens in one: watch the video, click the product, and buy. This is changing how e-commerce brands think about video not as a marketing tool, but as a complete sales journey.

Interactive features like product tags, “add to cart” overlays, or even live video selling have made content not only more engaging, but also more profitable. For brands ready to merge storytelling with selling, this is the future. At Ideal Insight, we help you craft video content that doesn’t just look great, it converts.

The Brand Video is Your First Impression

Your brand video is no longer just an asset, it’s often the first real touchpoint a potential customer has with you. Think of it as your digital handshake. A well-crafted brand story video can do the work of your entire About page in under two minutes. It introduces your values, shows your people, tells your origin, and sets the tone for your future relationship with the viewer.

And when it's done right, it doesn’t just explain who you are, it makes people feel something. That’s what we focus on at Ideal Insight. Not just delivering a message, but creating a feeling that stays long after the video ends. Because in a fast-paced world, a memorable first impression is everything.

Looking Ahead: Smart, Emotional, Human

So, what’s next? We believe the future of video lies in its ability to be both data-informed and emotionally intelligent. Yes, tools will continue to get smarter. Formats will keep evolving. But at its core, video will remain about people. The brands that understand this, that create with intention, communicate with authenticity, and adapt quickly will lead the next era of digital storytelling.

At Ideal Insight, we’re not just keeping up with trends. We’re helping shape them. Every project we take on is built to be relevant, resilient, and results-driven. Whether you’re a startup looking to launch your voice, or a global brand ready to refresh your narrative, we’re here to bring your story to life.

Let’s create content that stops the scroll and starts real connection. At Ideal Insight, we lead with purpose, creating videos that are clear, memorable, and made to move. Ready to tell your story? Get in touch today.