The Role of Video Content in 2025 Marketing

North Mondays Series: Episode 110

Attention Is the New Currency

Did you know that the attention span of the average human is approximately 8 seconds?

In a world where everyone is posting something, getting noticed is harder than ever. The aim is to create content that immediately piques curiosity and sparks intrigue.

Welcome to 2025, where attention is the currency and video storytelling is how you earn it.

The Challenge: Content Saturation Everywhere

Are you even a business owner if you’re not creating content across various social media platforms?

Everyone’s posting reels making “behind-the-scenes” videos, jumping on trends and dancing on Tik Tok because that’s what’s selling lately.

What this means indirectly is that:

Most content looks and feels the same
Audience attention is short-lived
Viral moments are unpredictable and rarely repeat
You’re competing with both brands and influencers (and the algorithm doesn’t care)
Producing consistent, quality video content feels overwhelming especially on a tight budget.

So the question becomes: How do you stand out?

The Trend: Short-Form Video Storytelling

Granted, dancing on TikTok will open the door for you but what people see once they get through that door is equally important. Aim to tell real, valuable, and punchy stories in under 60 seconds.

Short-form video (on platforms like Instagram, TikTok, and YouTube) continues to dominate because it:

Respects people’s time
Feeds the binge-watching habit
Works across industries and formats
Drives stronger engagement and shareability
Builds familiarity fast

It’s not just about making videos, it’s creating videos that says something meaningful quickly.

What Works in 2025

Vertical, not cinematic: Keep your viewers in mind and remember that people are watching on their phones. The aim to create valuable content that’s easily digestible and binge worthy. Leave production for the cinemas.

Raw over polished: Viewers want to feel like they’re part of something real, not watching an ad. Clean edits and good lighting help but they should be an addition to an authentic and engaging story.

Hook in the first 3 seconds: Put yourself in your customer’s shoe, if someone was to sell your product to you, what will they say that would make you stop? Think of creative but relatable ways to say that and make it your opening line.

Stories, not sales: Educate. Entertain. Inspire. Remember that you are human first and people are curious about the person behind the brand. People buy into you before they buy from you.

Examples of Short-Form Storytelling

A founder sharing “the mistake that almost cost us everything”
A customer testimonial told in 15 seconds
A behind-the-scenes clip of your packaging process
A visual tip that solves a common problem
A quick “before and after” using your product or service

No big crew. No studio. Just clear messaging, value, the occasional trends and vibes.

Creating Video When You Don’t Have Time or Budget

The good news is; you don’t need to go viral to make impact, the bad news is; you need to be consistent. Now, the good news about the bad news is that we can work it out.

Here’s How:

Start where you are with what you have.