Video Marketing Playbook from Shopify's Head of Video Marketing

Video marketing has rapidly evolved over the past few years.
From high-end studio shoots to agile, creator-led content, video has proven itself far beyond a trend. It’s now one of the most ROI-driven tools in any marketer’s arsenal.

As a result, marketing teams across industries are increasing budgets, expanding resources, and prioritizing video production like never before.

But we also understand the common question:

Where do you even begin?

• What level of production fits your goals?
• Who should be the face or voice of your brand?
• Which channels—Reels, TikTok, YouTube, LinkedIn—will deliver results?

DolFinContent sat down with leading brand video marketers to explore the exact strategy modern businesses need in 2025.

Here’s what we found.

What Is Video Marketing—and Why It’s Essential in 2025

Video marketing is a digital content strategy that uses video to:

• Attract
• Engage
• Convert audiences into leads or customers

In the past, video was limited to top-of-funnel brand awareness or TV-style ads. Today, video drives results across the entire customer journey, from first touchpoint to retention and referrals.

Whether you’re in B2C or B2B, when done right, video drives sales.

“Video isn’t just for awareness anymore. It’s storytelling, sales, education, and community-building—all at once.”
— Eliott Wahba, CEO, DolFinContent

Why Video Works So Well

Your customers are watching.

In fact, they’re consuming more video content than ever before:

• Short-form video usage grew over 130% between 2021 and 2024.
• B2B buyers now cite video as their second most-trusted content format after in-person demos.
• Social video ads consistently outperform static posts on click-through rates.

People love video because it’s faster to consume, easier to remember, and often more human.

5 Video Trends Shaping 2025 Marketing

1. Authentic beats perfect

Audiences want relatable, less polished content.
Highly edited productions feel like ads. Creator-led content feels like advice.

2. High production still matters—but selectively

Big-budget video still has a place—when ROI justifies it.
For major product launches or enterprise audience segments, investing in production value can increase credibility and conversion rates.

3. “Frankenstein” videos rise

Mixing self-produced clips, stock footage, social content, and motion graphics allows brands to stretch their assets and budgets without compromising creativity.

4. Self-produced content wins trust

Staff-led tutorials, founder Q&As, or user-generated content (UGC) deliver high engagement and perform well across YouTube, LinkedIn, and TikTok.

5. Repurposing is non-negotiable

The smartest brands now build video content that can be:

• Clipped into social posts
• Embedded in email campaigns
• Turned into blog content
• Repackaged into paid ads

How to Develop a Video Marketing Strategy That Works

Step 1: Clarify the “Why”

Ask:

• Why should this message be a video?
• How does this connect to your business goals?
• Can it be used across multiple platforms?

Step 2: Forecast the ROI

Use past campaign insights to predict:

• Potential views
• Cost per view or lead
• Subscriber growth
• Multichannel distribution impact

Step 3: Align Your Tech and Data

Use platforms that connect your video data to marketing automation and attribution tools.
If you can’t measure the impact, you can’t optimize.

Step 4: Plan for Retargeting

Use YouTube, Meta, or LinkedIn ads to build audience pools from video viewers for future retargeting and lead nurturing.

DolFinContent’s Video Production Process

To create effective videos efficiently, we recommend:

1. Detailed Briefing
   • Align video to business KPIs
   • Identify metrics to track
   • Plan distribution
   • Anticipate obstacles
2. Team Alignment
   • Host a kickoff meeting
   • Clarify roles and expectations
3. Creative Development
   • Build a treatment or storyboard
   • Align design, performance, and marketing
4. Iterative Feedback
   • Gather feedback early and often
5. Distribution Prep
   • Plan how to repurpose across formats and channels

Key Metrics to Measure Success

• Cost per view, impression, subscriber
• View count and play rate
• Engagement (likes, comments, shares)
• Watch time
• Social shares
• Clicks and click-through rates (CTR)
• Conversions and assisted conversions

Your 2025 Video Marketing Playbook: 5 Final Rules

1. Know why every video exists.
   Tie content directly to larger business objectives.
2. Pre-production is where winning videos begin.
   Planning saves money and increases creative impact.
3. Distribute videos across multiple channels.
   Maximize reach and ROI.
4. Share early and integrate with other content efforts.
   Distribution is as critical as creation.
5. Blend art and strategy.
   Creativity must always serve your goals.

Need Help Creating High-Performance Video Content?

DolFinContent offers full-service video production and creative strategy support for marketing, sales, and brand teams ready to scale.

Let’s Chat