73% of Consumers Prefer Video: Are you ready for 2025?

TLDR:

• Video is dominating: 73% of consumers prefer to learn about products via video.
• Short and sweet is key: Create "snackable" content for platforms like TikTok and Instagram Reels.
• Authenticity matters: Showcase real people and stories to connect with your audience.
• Interactive experiences win: Use shoppable videos and AR to boost engagement.
• Don't forget the story: Craft compelling narratives that resonate with your audience.
• Download the free report: Get our 2025 Home Brand Marketing Report for more insights and trends: https://lp.constantcontactpages.com/sl/PhxlCIU

It's a fact: video is dominating the digital landscape. Marketing managers know that grabbing and holding attention is more crucial than ever and consumers are turning to video content more than ever before.?

A recent study found that a staggering 73% of consumers prefer to watch short videos to learn about products or services. That's a massive opportunity for home brands to connect with their audience, build relationships, and drive sales.?

In this newsletter, we'll explore the key trends and strategies that will help home brands win with video in 2025.

The Rise of Video: Why It's Dominating in 2025

Video marketing is poised to explode in 2025, and for good reason. It's not just a fleeting trend; it's a fundamental shift in how consumers prefer to engage with brands.?

More than ever, people are turning to video for information, entertainment, and connection. Why? Because video offers something unique: a powerful blend of information, emotion, and personality that static content simply can't replicate. It's a window into the soul of a brand, a chance to tell authentic stories, and build trust with potential customers.

But the rise of video isn't just about captivating storytelling. It's also a response to the evolving digital landscape. In a world where the average internet user spends 3.5 hours per day consuming video content, brands need to be where their audience is.?

So, what's fuelling this video revolution? It's a confluence of factors, all converging to make video the most powerful tool in a marketer's arsenal. Technological advancements, changing consumer behaviours, and the demand for authenticity are all playing a part.?

• Technological advancements: video creation tools are making it easier than ever to produce high-quality video content at scale.?These tools allow brands to edit, cut, and enhance videos quickly and efficiently, leading to more polished and engaging content.
• Consumer demand: People are craving authentic, short-form content that is quick and easy to consume. They want to see real people, real stories, and real experiences. This demand for authenticity is driving the popularity of behind-the-scenes videos, customer testimonials, and user-generated content.
• Marketing effectiveness: Video provides a powerful way to educate consumers, personalize content, and drive sales. Whether it's through product demos, explainer videos, or emotional brand storytelling, video can capture attention, build trust, and ultimately drive conversions.

Top Video Trends Shaping the Home Brand Landscape

So, what are the key video trends that home brands need to embrace in 2025? It's a dynamic landscape, with exciting new formats and strategies emerging all the time. Here's a glimpse into what's shaping the future of video:

• Think "snackable" content: In a world of shrinking attention spans, bite-sized videos are king. Platforms like TikTok and Instagram Reels are thriving on short, engaging content that captures attention in seconds. For home brands, this means creating visually appealing, easily digestible videos that make a lasting impression. Think quick home decor tips, product demos, or behind-the-scenes glimpses of your brand.

• Don't underestimate the power of a good story: While short-form video reigns supreme, there's also a growing appetite for longer, narrative-driven content. Think filmed podcasts or campaigns like Burberry's, which tell unique stories tailored to different audience segments. These longer videos allow brands to delve deeper into their brand story, showcase their values, and create a stronger emotional connection with their audience.

• Immerse your audience in interactive experiences: Want to take engagement to the next level? Consider incorporating interactive elements like shoppable videos and AR experiences. Shoppable videos allow viewers to purchase products directly within the video, while AR experiences let them see how furniture or decor would look in their own living spaces. These immersive experiences can significantly enhance the customer experience and drive sales.

• Authenticity is key: In today's world, consumers crave genuine connections. Build trust and credibility by showcasing real people and their experiences with your brand. Encourage your customers to become your biggest advocates by sharing their own stories and experiences. User-generated content is a powerful tool for building trust and authenticity, creating a sense of community, and demonstrating the value your brand provides.

Crafting Compelling Narratives

As our Content Manager, Marilize Loxton , wisely puts it: "There’s a reason video storytelling continues to dominate marketing strategies—it’s unmatched when it comes to creating emotional connections. In 2025, the brands that win will be those that know how to use video to not only tell stories but to make audiences feel something."

The best video content evokes emotion, builds trust, and creates a lasting impression. Think about your favourite video ad – it probably made you laugh, cry, or feel inspired. That's the power of emotional connection.

Your brand story is your unique selling point. It's what sets you apart from the competition. Use video to share your "why" – why does your brand exist? What impact do you want to make? What feelings do you want your audience to experience when interacting with your brand?

Here are a few examples of brands doing video storytelling right:

• GoPro: Their User Generated Content (UGC) strategy, particularly the Million Dollar Challenge, transforms customers into brand ambassadors. By inviting users to submit video clips shot on their cameras, GoPro creates a sense of community and showcases the incredible experiences their products enable.

https://www.youtube.com/watch?v=0VfW6-1DM8Y

• IKEA: The "Wonderful Everyday" campaign celebrates the mundane aspects of daily living, positioning IKEA as a brand that enhances everyday moments. By focusing on the emotional connection people have with their homes, IKEA creates relatable and heartwarming content that resonates with their audience.

https://www.youtube.com/watch?v=EzMoLFE0bRQ

Video Strategies for Different Home Brand Audiences

When it comes to video marketing in 2025, one thing is clear: it's not a one-size-fits-all approach. Different audiences have different needs, and your video strategy should reflect that. While there are specific tactics you can employ for different customer segments, the most important thing is to tell compelling stories that resonate with your viewers. A good story, after all, transcends demographics and speaks to the heart of your audience.

With that in mind, here are some key considerations for tailoring your video content to different audiences:

• Direct-to-consumer: For this audience, focus on creating aspirational and emotionally engaging content. Showcase real-life home transformations, feature genuine customer stories, and utilize high-quality visuals to paint a picture of the lifestyle your brand offers. Leverage immersive technologies like VR and 360-degree videos to create interactive experiences that allow customers to truly experience your products.
• B2B (e.g., to installers): For installers and other professionals, educational content is key. Create product demos, training materials, and troubleshooting guides that provide valuable information and support. Focus on clear explanations, practical demonstrations, and easy-to-follow instructions.
• Targeted content for specific demographics: Tailor your message to resonate with different customer segments. Consider the specific needs, aspirations, and pain points of each audience segment and create content that speaks directly to them. Whether it's families, first-time homebuyers, or DIY enthusiasts, ensure your videos reflect their unique needs and interests.

Remember, regardless of the audience, the key is to tap into universal emotions like joy, pride, and nostalgia. Highlight the emotional payoff of creating a dream living space and showcase the satisfaction of completing DIY projects using the brand's products. By telling authentic stories that connect with your viewers on an emotional level, you can create video content that truly resonates and drives results.

How we do it at Beacon?

At Beacon, we don't just create videos; we craft compelling visual stories that captivate audiences and drive results. With years of experience in the home brand sector, we've mastered the art of translating brand essence into engaging video content.

From the initial spark of an idea to the final polished product, we handle every step of the video production journey. Whether you need eye-catching social media snippets or a full-scale cinematic production, our team of experts has you covered. We'll help you craft compelling narratives, capture stunning visuals, and optimize your content for maximum impact.

But don't just take our word for it. See the power of video in action with our case studies:

• https://beaconagency.co.uk/work/capturing-culture-in-motion-through-personnel-video-project-for-home-hero: Discover how we helped Home Hero elevate their brand with a series of engaging product demos and customer testimonials.
• https://beaconagency.co.uk/work/natuzzi-editions-april-sales-canvas-video-project: Explore how we partnered with Natuzzi to create a captivating brand story that resonated with their target audience and drove sales.

Download the 2025 Home Brand Marketing Report

We talk about Video being a big part of 2025 in our new Marketing trends report "Crafting Homes, Connected Marketing,". It explores the key trends shaping the connected home market in 2025.?

Inside, you'll discover:

• The rise of AI-powered marketing: From personalisation to data-driven decision making, AI is revolutionising how brands interact with their audiences.??
• The dominance of video marketing: Short, captivating videos are essential for capturing attention and conveying product benefits in a way that resonates with consumers.??
• The importance of sustainability: Consumers are increasingly prioritising eco-friendly products, making it vital for brands to showcase their commitment to sustainability.??
• The need for omnichannel experiences: Consumers expect seamless interactions across all channels, from social media to physical stores.??
• The growth of social commerce: Social media platforms are evolving into shopping destinations, offering brands new opportunities to engage with customers and drive sales.??

I believe this report will be a valuable resource for any marketer looking to navigate the evolving landscape of the connected home market.

You can download our full report for free here: https://lp.constantcontactpages.com/sl/PhxlCIU

What do you think?

Over my career in marketing, I've always been incredibly passionate about the power of video to transform brands. I truly believe that in today's digital world, video is the key to unlocking deeper connections with your audience and achieving your marketing goals.

I hope this newsletter has provided you with valuable insights and inspiration for your own video marketing strategy. But more than that, I hope it sparks a conversation. I'd love to hear your thoughts on the trends we've discussed, the challenges you're facing, and how Beacon can help you achieve your video marketing ambitions.

What are your biggest video marketing challenges? What excites you most about the future of video? I'm genuinely interested in hearing your thoughts. Find me on LinkedIn and let's chat.

I'm Jess Hadleigh , Managing Director at Beacon Agency. I'm passionate about helping home brands like yours thrive in the ever-evolving connected living landscape.

Whether it's through captivating video content, data-driven strategies, or innovative digital campaigns, we're here to help you tell your brand story and connect with your audience in meaningful ways. Want to learn more about how Beacon can ignite your brand's growth? Visit us at www.beaconagency.co.uk