Video marketing is hot. Whether your goal is to engage communities, connect with new supporters, or increase traffic to your site, there are plenty of ways to make video marketing work harder for your nonprofit. Here’s a look at some notable marketing trends for 2025.

1. Videos are getting shared on social media

As a nonprofit marketing tool, videos are some of the most shareable content when compared to static images or text. In fact, 51% of users report sharing videos with others, compared to just 26% for social media posts and 13% for blog posts. Shared video increases awareness, and online video content watched from a friend’s recommendation is word-of-mouth marketing at its best.

2. AI tools are on the rise

Creating videos to spread your brand message isn’t easy—especially if you’re creating video content for many platforms. That’s why video marketing experts are turning to AI tools to help create high-performing long-form video content and bite-sized videos faster.

New AI video creation tools are rolling out. These can help with idea generation, script writing, caption generation, smart editing, and video and voice filters that can quickly turn pre-recorded videos and video snippets into high-production marketing videos to save you time and money.

Some interesting ways to use AI in your nonprofit video marketing workflows could be:

• Using ChatGPT or Google Gemini  to come up with a first draft of your script
• Generating raw footage with AI video generation software, and then modifying it to your liking
• Using AI avatars and voice cloning to substitute real people on camera
• Filling in the background with AI
• Using AI tools to automatically remove unwanted background noise
• Automating video transcriptions to quickly generate accurate subtitles and captions
• Creating dynamic video summaries to provide quick highlights of longer content

All that to say, AI will act as an assistant that does the legwork while the creative minds will still own their projects.

3. Soundless viewing remains popular

It’s estimated that around three-quarters of users scroll their social media feeds with the sound turned off. So, if your videos don’t make sense without sound, you may be missing out on a huge audience. Don’t ignore users who want to watch silent videos while on the train or in a coffee shop. Instead, consider adding subtitles, visual titles, and detailed captions so your online video content doesn’t get skipped.

4. Early hooks boost performance

The results are in: 63% of top-performing TikToks have a hook in the first three seconds. An attention-getting opener isn’t just a trend among top videos, it’s also a best practice for video marketing strategies. It keeps mobile users from scrolling away and makes sure your valuable insights come first.

5. Short form goes a long way

Short-form video, generally less than 90 seconds and often much shorter, will continue to take a leading role in 2025, with Instagram Reels, TikTok, and YouTube Shorts taking the buzziest channel spots.

Creating short-form videos shouldn’t be hard or time-consuming. To make the video production easier, rely on the tools and equipment you already have. A smartphone with a good-quality camera and an affordable lapel mic can help you with video creation. And post-production is where your video truly comes to life. Choose a video editing platform that caters to various skill levels, offering tools for recording, trimming, editing, color grading, adding transitions, and various effects.

6. Casual content is in

Create casual content with quick behind-the-scenes clips and low-production shorts that disappear after 24 hours. The Stories feature, first pioneered by Snapchat, is now a staple on Instagram, Facebook, and TikTok, allowing brands to post low-production, everyday content more regularly. In addition to the casual topics, even businesses are ditching expensive production crews and studios in favor of filming a short with their mobile devices.

7. Try talking head videos

Talking head videos are everywhere. We’ve all seen one. It’s a type of video where a person speaks directly into a camera.

What makes them special is that they create a direct and personal connection with your viewers. It builds a perception of one-on-one conversation, which in turn, builds trust and reliability over time. But remember, soundless viewing still dominates social media, so make sure you caption what’s being said.  

8. Integrate video into email marketing

Video email marketing integrates video content into email campaigns, increasing engagement and click-through rates. According to Campaign Monitor, adding the word “video” in an email subject line can increase open rates by 19% and click-through rates by 65%. Incorporating short, personalized videos in emails can help nurture supporters or offer tutorials.

9. Live stream your events

Live streaming continues to grow, particularly on platforms like YouTube, Facebook Live, and Twitch. Live video allows nonprofits to engage with audiences in real-time, fostering a sense of community and immediacy. Nonprofits can leverage live streaming for fundraising events, community convenings, and other virtual events. According to Livestream, 80% of consumers prefer watching a live video rather than reading a blog, making it an essential tool for engagement in 2025.

The New Year is almost here – how will your nonprofit embrace video marketing in 2025? From AI-enhanced production to silent viewing options, short-form content, and live streaming, there are countless ways to tell your story and reach new audiences with video. Embrace these trends to boost your nonprofit’s impact and make your message resonate.

Looking for a strategic partner to take your nonprofit video marketing to the next level? Contact iMission today!