Video marketing continues to dominate the digital landscape, and its impact on industries like tourism is more pronounced than ever. Each year, Wyzowl publishes a report titled The State of Video Marketing, offering valuable insights into how this dynamic field is evolving. The 2025 edition brings forward critical data and trends that tourism professionals can leverage to enhance their strategies.
Key Findings from The State of Video Marketing 2025
Video Marketing Usage
The report reveals that video marketing continues to be a dominant tool for businesses:
- 89% of businesses use video as a marketing tool.
- 95% of video marketers see video as an important part of their overall strategy.
Despite its popularity, barriers to adoption remain:
- The biggest barrier to adopting video marketing is that most marketers (37%) simply don’t know where to start!
- 68% of marketers who don’t use video say they plan to start using video in 2025.
Emerging technologies are also playing a role:
- 51% of video marketers say they’ve used AI tools to help them create or edit marketing videos, while 49% have not.
Budget allocation for video marketing varies:
- 53% of marketers dedicate a third or less of their budget to video content.
- 93% of marketers plan to maintain or increase their video marketing budgets in 2025.
- 36% believe the costs associated with video marketing are getting cheaper, and a further 36% said they noticed no change. While 28% said costs are increasing.
The Marketers’ View
Marketers continue to see video as a high-performing asset:
- 99% of video marketers say video has helped to increase user understanding of their product or service.
- 96% of video marketers say video has helped them increase brand awareness.
- 93% of marketers say video marketing has given them a good ROI.
- 82% of video marketers say video has helped them increase web traffic.
- 88% of video marketers say video has helped them generate leads.
- 84% of video marketers say video has directly increased sales.
- 84% of video marketers say video has helped keep visitors on their website longer.
The customers’ View
Consumers’ perceptions of video marketing highlight its impact:
- 91% of consumers say video quality impacts their trust in a brand.
- 98% of people have watched an explainer video to learn more about a product or service.
- 87% of people have been convinced to buy a product or service by watching a video.
- 83% of consumers want to see more videos from brands in 2025.
- When asked how they’d like to learn about a product or service, 78%say they’d most like to watch a short video.
- Most people (73%)believe videos between 30 seconds and 2 minutes are most effective.
Implications for the Tourism Industry
The insights from The State of Video Marketing 2025 underscore the growing significance of video in today’s marketing strategies. With video proving its ability to enhance understanding, generate leads, and drive sales, tourism businesses can tap into the power of video marketing to capture attention, inspire action, and set themselves apart in such a competitive market.
