What Type of Video Content Is the Most Popular in 2025?

By 2025, people aren’t just watching videos-they’re living them. Over 90% of users say they’ve discovered a new product or service through video on social media. But not all video content performs the same. If you’re trying to figure out what actually grabs attention, drives shares, and converts viewers, you need to know what’s working right now-not what worked last year.

Short-form video dominates every platform

Short-form video isn’t just popular-it’s the default. TikTok, Instagram Reels, YouTube Shorts, and even LinkedIn’s new short video feature are all built around content under 60 seconds. In 2025, the average viewer spends more than 45 minutes a day scrolling through short videos. Why? Because they’re fast, easy to consume, and designed for mobile.

Brands that win here aren’t making polished ads. They’re showing real moments: a behind-the-scenes look at how coffee is brewed in a small Brisbane café, a 15-second fix for a common household problem, or a quick before-and-after of a skincare routine. The key? Authenticity over production value. A shaky phone clip of a customer laughing while trying your product will outperform a studio-shot commercial every time.

How-to and tutorial videos are the quiet giants

If you think short-form is the only winner, you’re missing the other half of the equation: how-to videos. These aren’t flashy, but they’re incredibly powerful. Google and YouTube together process over 3 billion searches per day, and nearly 70% of them are “how to” queries. People are searching for answers-video answers.

Think: “How to clean a greasy stovetop,” “How to fix a leaky faucet,” “How to use Canva for beginners.” These videos don’t need big budgets. They just need clear steps, good lighting, and a helpful tone. One small business in Adelaide saw a 200% increase in website traffic after publishing a 3-minute video showing how to assemble their product. No fancy effects. Just a tripod, a voiceover, and a real person walking through the process.

Customer testimonials and user-generated content build trust

People don’t trust ads. They trust other people. That’s why customer testimonials-especially unscripted, raw ones-are one of the most effective types of video content in 2025.

A study from HubSpot in early 2025 found that 84% of consumers say they trust peer reviews as much as personal recommendations. Video testimonials carry even more weight. A real person talking about how your product solved their problem, in their own words, with their own environment, is more convincing than any scripted sales pitch.

Encourage your customers to record short clips. Offer a small incentive-a discount, a feature on your page-and you’ll get a flood of authentic content. One fitness brand in Perth started a hashtag challenge asking customers to post their first 30-day workout results. They got over 12,000 submissions. The best ones were turned into a 90-second highlight reel that now runs as their main ad.

Hands demonstrating a faucet repair in a well-lit kitchen with a phone on a tripod recording the tutorial.

Live video still has unmatched engagement

Live video isn’t dead. It’s evolved. In 2025, live streams on Instagram, YouTube, and Facebook still get 10 times more comments than pre-recorded content. Why? Because they feel immediate. Viewers know they’re watching something happening right now.

Successful live videos aren’t about broadcasting a speech. They’re about interaction. Q&A sessions with your team, live product demos where viewers can ask questions in real time, or even just a casual “day in the life” stream from your warehouse or studio. One local bakery in Brisbane started doing weekly live bakes-viewers vote on what flavor to make next. Their follower count grew by 40% in three months, and sales of that week’s flavor spiked by 65%.

Story-driven content creates emotional connections

People don’t buy products. They buy stories. That’s why brand storytelling videos-especially those focused on purpose, values, or origin-are rising fast.

These aren’t corporate mission statements. They’re human stories: how a single mom started a sustainable clothing line in her garage, how a team of engineers redesigned a medical device after their father’s hospital experience, or how a local fisherman switched to eco-friendly nets and saved a coral reef.

A video like this doesn’t need to be long. Two to four minutes is enough. What matters is the emotional arc: problem, struggle, breakthrough. When Donegal Seafoods in Tasmania released a 3-minute video about their switch to plastic-free packaging, it got over 2 million views-not because it was flashy, but because it made people feel proud to support them.

Real customers recording heartfelt testimonials on their phones in various home settings.

Animation and motion graphics work for complex ideas

Not every message is easy to explain with real people. If you’re selling software, financial services, or a technical product, animation and motion graphics are your best friends.

They simplify complexity. A 60-second animated explainer can show how a cloud backup system works in a way no live actor could. Companies like Canva and Notion use these videos to onboard users-and they’re not alone. In 2025, explainer videos have a 65% higher retention rate than live-action content for B2B audiences.

You don’t need Hollywood-level animation. Tools like Vyond, Animaker, and even Canva’s built-in motion features can create clean, professional-looking videos without a big team. The key is clarity. One SaaS startup in Sydney cut their customer support calls by 30% after replacing a 10-page PDF guide with a 90-second animated walkthrough.

What doesn’t work anymore

Here’s the hard truth: long, salesy, overly produced videos are fading. If your video feels like a TV commercial from 2015, people are skipping it. No one wants to sit through a 5-minute pitch with stock music and a voiceover saying “Imagine a world where…”

Also avoid: scripted testimonials that sound like actors, overly edited transitions that distract from the message, and videos that don’t have a clear purpose. Every video should answer one question: Why should the viewer care?

Test this: If you removed the logo and brand name, would someone still understand the value? If not, rewrite it.

What to do next

Start small. Pick one type of video that matches your business and try it. Don’t try to do everything at once.

If you’re a local service provider: film a 60-second how-to video solving a common problem your customers face.
If you sell products: ask five happy customers to record a 30-second testimonial on their phone.
If you’re tech or SaaS: make a 2-minute animated explainer of your core feature.

Track the results. Which video got the most shares? Which one kept viewers watching until the end? Which one drove the most clicks to your site? Use that data to guide your next video.

There’s no magic formula. But there is a pattern: real people, real problems, real solutions. That’s what works in 2025.

What type of video gets the most views on YouTube in 2025?

Short-form videos under 60 seconds, especially tutorials, quick tips, and behind-the-scenes clips, are getting the most views on YouTube in 2025. YouTube Shorts now accounts for over 40% of total watch time on the platform. Viewers prefer fast, useful content they can consume while scrolling.

Are long-form videos still worth making?

Yes-but only if they have a clear purpose. Long-form videos (10+ minutes) still perform well for in-depth tutorials, product reviews, and storytelling. But they need strong hooks in the first 15 seconds and clear chapters to keep viewers engaged. Most businesses should focus on short-form first, then use long-form to deepen relationships with loyal followers.

Do I need professional equipment to make popular video content?

No. Most viral videos in 2025 are made on smartphones. Good lighting and clear audio matter more than expensive cameras. Natural light from a window, a $20 lavalier mic, and free editing apps like CapCut or DaVinci Resolve are enough to start. Authenticity beats production quality every time.

Which social platform is best for video marketing?

It depends on your audience. TikTok and Instagram Reels are best for reaching younger users and driving trends. YouTube works best for tutorials and evergreen content. LinkedIn is ideal for B2B and professional services. Facebook still has strong reach for older demographics and local businesses. The smart move is to repurpose one core video across all platforms, adjusting the length and format for each.

How often should I post video content?

Consistency beats frequency. Posting one high-quality video per week is better than three rushed ones. Platforms reward regular posting, but they also reward engagement. If your audience responds to your videos with comments and shares, the algorithm will push them further. Focus on making each video meaningful, not just frequent.