Video Marketing in 2025: What the Data Really Says

You’ve been told repeatedly: “Video is everything.” But what are companies actually doing with video marketing right now? How often are they publishing? What kind of videos are they prioritizing? And where are they struggling?

At DolFinContent, we wanted real answers. So we surveyed 500+ marketers across industries to uncover what’s really happening in the world of brand video.

90% of Marketers Admit Their Video Channels Are Underperforming

A staggering 9 out of 10 marketing leaders told us their video presence needs work. Some described their channels as “just launched,” others as “inconsistent,” and many as “underdeveloped.”

Only 8% considered their video strategy to be well-optimized and delivering measurable value.

This underscores a huge opportunity: Most brands have started with video, but few have truly scaled or refined their approach.

Strategy Is Missing—or Still on the Drawing Board

Nearly 1 in 3 marketers admitted they had no formal video strategy at all. Another 22% said their plan was in development, while just 17% felt confident in a defined roadmap for their video marketing efforts.

This lack of strategy directly impacts consistency, performance, and content alignment across platforms.

38.7% of Brands Have No Active Video Projects

It’s not just strategy that’s stalled. Over one-third of brands we surveyed aren’t currently producing any video content.

By contrast, only 18% are juggling multiple campaigns or producing regular episodic content. This gap in production cadence suggests that most companies are still figuring out their internal resources—or need outside help.

Production Is Still a Pain Point for 30.8% of Teams

From concepting to editing, creating high-quality video is complex.

We asked teams where their video production strengths lie. The most common answer? “None.”

Here’s how the rest stacked up:

• 27% said concepting
• 13% said editing
• 11% cited shooting
• 10% said strategy

Only 9% claimed strength across all areas.

Clearly, the need for specialized video skills—and collaborative partners—is still widespread.

51.3% Want to Fully Outsource Video Production

Half of respondents said they would prefer to outsource the entire video workflow, from scripting and shooting to editing and final delivery.

When asked which aspects they most want to outsource:

• 30% said editing
• 27% said shooting
• 26% said strategy
• 24% said concept development

Most brands don’t want to hire massive in-house teams. They want reliable creative partners that can scale with them.

Most Brands Are Producing 2–5 Videos Per Month

Video publishing cadence remains modest:

• 28% produce 2–5 videos monthly
• 24% produce 5–10
• 22% make just 1–2

Only 12% publish over 10 videos per month, and 14% aren’t publishing at all. This reveals a major gap between video ambition and execution.

Short-Form Content Dominates Brand Wish Lists

We asked marketers which types of videos they most wanted to create. 76% said short-form content for social platforms like Instagram Reels, YouTube Shorts, and TikTok.

Other top responses:

• Explainer videos: 51%
• Ad creatives: 47%
• UGC or influencer video: 30%
• Internal training videos: 18%

Despite high demand for video across departments, many teams are prioritizing content that drives awareness and engagement on public platforms.

Freelancers Still Lead as the Go-To Solution

When it comes to outsourcing, freelancers remain the #1 choice, used by 45% of teams. However, more brands are shifting toward full-service agencies and flexible creative partners like DolFinContent.

Breakdown:

• Freelancers: 45%
• In-house team: 38%
• Traditional agency: 21%
• Creative-as-a-Service (CaaS) partners: 9%

As complexity grows, more teams are seeking scalable, reliable creative infrastructure.

42% of Marketers Want to Use Video to Engage and Delight

When asked what success looks like in an ideal video strategy, the most common response was “engagement.”

Marketers want content that resonates, educates, and entertains. Other top goals:

• Just getting started: 20%
• Scaling output: 15%
• Launch support: 13%
• More creative storytelling: 10%

Engagement still leads the pack—but capacity building is climbing fast.

The Top Bottlenecks: Clarity and Scale

Finally, we asked, “What’s the one thing holding your video efforts back?”

Two answers rose above the rest:

• Lack of vision or creative direction: 28%
• Insufficient resources or scale: 27%

Whether it’s unclear objectives or an overworked team, most marketing departments aren’t maximizing video’s full potential—yet.

What Now? Turn Data Into Action

You’re not alone if you’re struggling to get your video strategy off the ground. Most marketing leaders are still navigating the balance between ideas, execution, and scale.

Whether you need a full-service partner or support on just one part of the video pipeline, DolFinContent helps creative teams unlock video’s full potential—with flexible workflows and experienced strategists guiding every step.

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