A successful career spanning decades in the marketing arena has taught me that while formats rise and fall, one medium continues to deliver with unmatched consistency and versatility: video. In 2025, the strategic use of both short and long-form video has become essential for brand relevance and reach. But it’s not just about having a video strategy. It’s about understanding what to create, where to share it, how to scale it smartly, and how to avoid common pitfalls.
Let’s break down how brands can use both short and long-form video content effectively, efficiently, and creatively.
Short-form video has become the front door to the digital world. Platforms like TikTok, Instagram Reels, and YouTube Shorts have trained audiences to expect content that’s fast, visually engaging, and often under 60 seconds. YouTube Shorts recently reported over 70 billion daily views – a reflection of what McKinsey calls the ‘attention economy,’ where short-form video thrives by offering bite-sized content that meets consumers’ expectations for speed and simulation.
These videos work because they meet people where they are, whether that’s scrolling on the go, multitasking, or looking for a laugh – they provide a quick hit of value. For brands, short videos are ideal for:
Smart brands are building content calendars around short-form video, not as an afterthought, but as a core engagement strategy. Take Duolingo on TikTok, for example. Their humorous, character-led videos helped them grow a massive following without ever pushing hard on sales. It’s storytelling with a wink, and it works.
Where short-form earns views, long-form video earns trust. Whether it’s a YouTube explainer, a documentary-style brand film, a live-streamed panel discussion, or an on-demand webinar, longer videos allow brands to build credibility, offer context, and showcase thought leadership.
This format is particularly effective in B2B, professional services, and high-consideration consumer categories; anywhere the buying cycle is longer and the stakes are higher.
And because these videos can be broken down into shorter clips, quote cards, blog posts, and more, they also support a broader content ecosystem. Thoughtful long-form content has a long shelf life.
Brands are getting more experimental with where and how video shows up. TikTok, of course, is the star player right now. But Discord is emerging as a place for exclusive content and private community engagement. Creators and brands are hosting video chats, sharing behind-the-scenes footage, and testing new content before it goes public.
Virtual worlds are no longer just for gamers. Brands are actively exploring immersive storytelling through in-game content, like video runway shows or branded experiences. As Digiday reports, creators and marketers are now building traction on platforms beyond Roblox and Fortnite, signaling the next phase of digital engagement.
User-generated content (UGC) isn’t new, but it’s never been more valuable. In a sea of polished content, raw and real wins. Encouraging customers to share their experiences via video, whether through product reviews, unboxings, or testimonials, adds a layer of authenticity money can’t buy.
Incorporating UGC into your video strategy means more than reposting. It means creating space for collaboration, acknowledging creators, and sometimes even co-creating content. When brands like GoPro or Glossier spotlight their customers, it doesn’t just showcase their product, it builds community.
The good news for small teams or those with limited budgets is that AI is making video and audio more scalable than ever. Tools like Pictory, Descript, and Runway can help teams repurpose long videos into short clips, add captions instantly, and even generate voiceovers or virtual presenters.
Platforms like Synthesia are enabling brands to create talking-head style videos in dozens of languages, without hiring an actor. Meanwhile, video analytics tools powered by AI can now tell you which frames, words, or even colors are driving engagement.
Don’t overlook audio, either. This is a crucial yet often underutilized part of a fully integrated content strategy. Audio is experiencing a renaissance, from branded podcasts to narrated thought leadership pieces, and smart marketers are starting to recognize the value of turning high-performing written content into high-quality audio experiences.
AI tools are helping to make this shift more accessible than ever. Platforms like Wondercraft allow you to transform blog posts, whitepapers, or even internal docs into podcast-ready audio with natural-sounding voiceovers. Similarly, Google’s Notebook LM can help summarize or contextualize long-form written content before it’s adapted into audio. These tools reduce production time, make your content more accessible, and allow you to meet audiences where they are, whether that’s on a run, commuting, or multitasking during the workday.
The key here is integration. Your video, written, and audio strategies shouldn’t operate in silos. Cohesive messaging across these formats not only extends your reach but also reinforces your brand authority. And with AI helping streamline execution, there’s no excuse for skipping audio as it’s often the easiest entry point to expanding your multimedia footprint.
There’s a fine line between self-promotion and leadership. The best video thought leaders don’t talk at their audience. Instead, they offer insight, perspective, and sometimes, vulnerability. As Harvard Business Review notes, effective thought leadership isn’t about self-promotion. It delivers useful insight, offers new perspectives, and earns your audiences’ trust through generosity and expertise.
If you’re thinking about using video to build authority, start with:
One effective approach is to repurpose written thought leadership into video essays, behind-the-scenes breakdowns, or short LinkedIn video series. The platform matters less than the clarity and value of the message.
With all this opportunity, it’s easy to get overwhelmed; or worse, to fall into common traps. Here are a few to steer clear of:
Video continues to evolve, but its power to connect remains constant. Whether you’re building credibility with a 10-minute whiteboard talk or capturing attention with a 6-second product hack, there’s a role for both short and long-form content in any smart marketing strategy. And according to McKinsey’s forecast for video entertainment through 2030, this transformation is just getting started with immersive experiences, AI-generated content, and new monetization models poised to redefine how audiences engage with video.
The brands that win won’t necessarily be the ones with the biggest budgets, but the ones with the clearest stories, the most authentic voices, and the smartest use of the tools available.
If you’re not experimenting with video in 2025, you’re not just missing a trend, you’re missing a chance to lead.