Does your business need video marketing?
Contents · 8 sections
In 2015 I wrote an article asking whether video marketing is necessary for business. Back then video was an advantage for bold companies, and my advice was to make micro-videos under 10 seconds, inspired by Vine, the popular app of the time. Vine is long gone, but the answer to the question has only become clearer.
Video is now the main language of the internet. In this updated version we look at what the 2025 data says, which formats work, how Bulgarians watch video and how a small business can start without a big budget.
Is video marketing necessary in 2025?
The short answer is yes. According to Wyzowl's 2025 survey, 89% of businesses use video in their marketing, up from 61% in 2016. 95% of video marketers call it an important part of their strategy.
- 99% say video has helped customers understand their product better;
- 96% report higher brand awareness;
- 93% say video delivers a good return on investment;
- 88% generate leads with video and 84% report a direct increase in sales.
Consumers agree: 87% have been convinced to buy something after watching a video, and 78% prefer to learn about a new product through a short video.
Short or long video?
- Short vertical videos on TikTok, Instagram Reels and YouTube Shorts. Shorts get more than 70 billion views a day, and since January 2025 Instagram Reels can be up to 3 minutes long. Consumers say the most effective length is 30 seconds to 2 minutes.
- Long videos on YouTube: reviews, tutorials, podcasts and case studies. They build trust and expertise. More than 1 billion hours of YouTube are watched on TV screens every day, and in the US the TV is now the number one device for YouTube.
My advice is not to pick one over the other. Long video gives depth, short clips cut from it bring reach.
YouTube is a search engine too
Many people forget that YouTube is the second largest search engine in the world. Its ad reach is 2.53 billion people, and its ad revenue topped 10 billion dollars in a quarter for the first time at the end of 2024. When your customers search for "how to...", "review of..." or "which is better", your video can be there.
How do Bulgarians watch video?
Bulgaria is among the countries spending the most time on TikTok: about 39 hours a month on average according to DataReportal, sixth in the world. A survey by the Bulgarian media regulator shows that 97% of teenagers aged 13 to 18 use TikTok and 99% use YouTube.
AI and video
Over the past year AI tools for generating and editing video became widely available. OpenAI's Sora reached the EU on 28 February 2025, and Google added its Veo 2 model to YouTube Shorts. Half of video marketers already use AI to create or edit videos.
AI is great for subtitles, translation, fast editing and ideas. But be careful: 91% of consumers say video quality affects their trust in a brand. Content that looks artificial can do more harm than good.
Which videos to create for each goal
- Awareness: short, entertaining or inspiring clips, behind-the-scenes, social trends.
- Consideration: product demos, comparisons, answers to questions, customer video reviews.
- Purchase: testimonials, case studies, clear offers and remarketing ads to people who have already visited your site.
- Loyalty: how-to videos and useful content after purchase that cut support questions and bring customers back.
What does it cost to start?
The barrier to entry has never been lower. A smartphone with a good camera, a cheap lavalier microphone and some lighting, all under 150 euro, are enough to start. Free or cheap editing apps such as CapCut or the built-in editors in TikTok and Instagram are fine for short videos.
Bigger productions and TV commercials need a professional team, but do not start with them. It is better to publish simple, useful videos regularly than one expensive clip a year that nobody sees.
A practical plan for small businesses
- Tell a story. This 2015 tip is still the most important one.
- Be useful. Tutorials, answers to frequent questions and product demos beat promotional clips.
- Show the people behind the business. Authentic smartphone video often beats expensive production.
- Think about the first 3 seconds and silent viewing. Add subtitles.
- Repurpose content. One 10-minute video can become 5 short clips, a blog post and several social posts.
- End with a clear call to action.
- Measure watch time, clicks and enquiries, not just views.
Video is also a key part of content marketing. See my article on content marketing and the one on TikTok marketing.
Petar Dyaksov
Entrepreneur, investor and managing partner at SEOMAX, with more than 15 years of experience in e-commerce and digital marketing. He builds businesses in technology and e-commerce, invests in companies and supports entrepreneurs. Speaker, trainer and mentor at dozens of conferences, seminars and entrepreneurship programmes.
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