Thinking about how to best use video next year? These are some of the strategies worked for our partners in 2024 which we think will continue to be highly effective.

1. Grow A Curated Audience
   The average person under 35 is most likely to watch YouTube or Instagram versus other platforms including cable. In fact around 70% of this demographic consumes no television! It’s clear social platforms dominate viewership, but they’re not always a good investment for creators or brands without a plan.
   
   Instead consider using social media as a bridge–leveraging inexpensive, highly targeted video ads to a deliver a perfect audience onto your direct channels.

   
   

2. Authentically Tell Your Story
   How do you drive that traffic? Video remains the most powerful tool to drive engagement and stand out in an increasingly noisy world. Your unique story is your greatest asset.
   
   Why? Because there’s only one you!

   
   

3. Make AI Work For You

   Last week OpenAI released Sora to the general public – which means 2025 will be the year AI video surges into the mainstream. Don’t get me wrong – original content drafted by AI will be repetitive and boring.
   
   But there are some amazing use cases. This year we used AI to help uprez thousands of meticulously captured archival images for a documentary we produced. We’ve also used it to help generate and extend backgrounds in preset environments. Human creativity can’t be replaced but finding effective uses of these tools can put you ahead.

   
   

4. Use Video to Lead Your Growth
   Video is great at building your reputation, educating your audience, and drawing people into your specialty.
   
   Campaigns led with video will continue to be the most efficient and effective way to drive impressions and conversions. Looking ahead there will be so many ways to take it further.

   
   

Simply put: Video in 2025 will be about setting yourself apart. What’s worked for you this year?