5 Brand Growth Trends Everyone Should Know in 2025

What major marketing moves are the world's top business owners, creative professionals, and marketing managers using to grow brand awareness, generate leads, and boost sales? As heard at Cannes Lions 2025, the future of video content is leaning into the unknown, embracing reinvention and redefining brand storytelling through authenticity, interactivity, and community.

Here are the five biggest shifts happening in the social video landscape—and why they matter for your brand now.

 1.  Customers Becoming Co‑Creators 

Tapping into authentic creator-led content can help build trust, engagement, and market share for your brand. From Paris Hilton’s immersive Roblox drops to Twitch’s live community-powered brand integrations, the winning brands are those who invite creators into strategy, not just distribution. 

Translation for your brand? Collaborate with voices that align with your values. Co-create doc-style “shoulder content” or give creators real ownership in live events and branded experiences. Trust equals traction.

This shift is evident in direction at festivals, panels, and brand campaigns and signifies the power of integrating influencers directly into your 2025 video content strategy.

2. AI-Assisted, Human-Led Storytelling

We’re now seeing AI-powered ideation everywhere—from Time’s IP protection to Mastercard’s haptic branding and Duolingo’s creative augmentation. The new executive social video strategy blends the efficiency of AI tools with the warmth of human insight. Imagine using AI to enhance discovery, automate editing, and personalize distribution—and adding your story for context, emotional tone, and brand DNA. That balance is the new frontier in 2025 video marketing. 

Vox Media’s Jim Bankoff said it best: "AI won’t replace [you], but it will replace workflows."

Let AI handle speed. You handle soul.

3. Vertical & Short-Form is Mainstream — But Depth Still Wins

Nearly 83% of marketers agree: videos under a minute drive engagement. Think 30–60 second clips: teaser series, TikTok reels, and LinkedIn verticals that ignite curiosity and funnel viewers deeper.

However, note that while snackable video remains the scroll-stopping standard, platforms like Twitch prove that emotional depth matters more than virality. Think episodic series, character-driven content, and content that rewards viewers for staying engaged.

Shoulder content like  behind-the-scenes, live event docs, and brand origin stories is no longer optional—it’s expected.

4. Repurpose For Multi-Sensory, Multi-Format & Multi-Platform Impact

Your brand should sound, look, and even feel distinct. Mastercard’s sonic branding and haptic experiences showed us how sensory storytelling builds subconscious trust.  It’s lean, smart, and effective to develop media that can stretch across formats and age groups.

From vertical TikToks to immersive Roblox experiences to AI-enhanced podcasts, the brands that diversify formats while staying true to their DNA will lead in both awareness and conversion. All while magnifying every dollar invested in video production services and boosting your creator economy footprint.

5. Community Is the New Conversion Metric

Consumers crave personalized, interactive content. As social platforms embrace shoppable, clickable, and even interactive video ads, brands that pioneer this get rewarded. This is the year we stop thinking in views and start thinking in belonging. Real-time engagement > impressions.

Create two-way content. Launch surprise drops. Empower your superfans to create with you, not just for you. Embedding CTAs in videos. Incorporate AR filters featuring your product, develop interactive quizzes inside reels. Affinity is what builds sustainable brand loyalty.

How to Activate These Shifts Today

• Co-create with micro & macro creators to build Social Media Videos that tap into loyal audiences and extend brand reach.
• Combine AI tools with human-led storytelling to deliver Executive Social Video Strategy that feels deeply personal and polished.
• Launch a vertical series on platforms TikTok or LinkedIn, repurposed into emails—priming the funnel and capturing sign-ups.
• Use interactive overlays or shoppable elements in key social clips to improve conversion and gather leads.

Curious about how these trends fit your brand? Explore case studies and strategy examples at Full View Productions’ video marketing hub. When you're ready, let’s build a social video roadmap designed to pull in leads, deepen engagement, and amplify your market presence.