Using Video In Business 2025
Using Video In Business 2025
75% use video in business. What about the other 25%?
And how do professionals use video to make an impact?
75% use video in business. What about the other 25%?
And how do professionals use video to make an impact?
Contents
Contents
- PAGE 03 – Introduction
- PAGE 04 – Context from our Founder
- PAGE 05 – Why use video?
- PAGE 08 – Challenges
- PAGE 09 – The gap in video for business
- PAGE 10 – How video is used
- PAGE 11 – Video impact summary
- PAGE 13 – RHS case study
- PAGE 14 – How to make it effective
- PAGE 15 – The rise of AI
- PAGE 16 – The future of video
- PAGE 17 – Conclusion
This report is brought to you by Vox Pops International, a leading video agency with 35+ years of experience of creating videos that have impact. We have an extensive portfolio of clients, delivering video solutions such as animation, video production and vox pops to bring messages to life for teams in insight, marketing and internal communications.
The surge of video in the last decade is palpable, in both the business and consumer setting. From the rise of short-form content, to user-generated video, the use of video in everyday life is inescapable. We wanted to understand how it’s evolving in the business setting specifically, to know how it’s impacting our clients, and the industry.
We surveyed 40 respondents to better understand how professionals across insight and marketing sectors are leveraging video to make their work impactful. The survey gathered responses from professionals across various disciplines and organisations, including ITV, BT, Just Eat, and Sky.
Using Video in Business 2025 investigates the role of video in the business environment as we discover two key gaps in how video is used. This report provides insight into how businesses are utilising video to communicate effectively, outlining their specific methodologies and challenges. We also explore emerging perceptions, such as on the use of AI in video.
SOUND GOOD? LET’S DIVE IN
Over the past 35 years, I’ve witnessed video transform the way we connect, learn, and share ideas. In the business world, I’ve championed video as a powerful yet underutilised tool—one that can bring the customer’s voice directly into the boardroom and offer insights that drive better decisions. As platforms such as YouTube, TikTok and Netflix have become an everyday essential for the consumer, it’s leaving a surprising gap in how businesses harness its potential.
This report highlights that gap and shows how video can do more than share messages. It can transform how businesses work, collaborate, and grow. Video is the key for both insight and marketing teams to making a lasting impact.
Diane Earnshaw
FOUNDER & MANAGING DIRECTOR – VPI
Why Use Video?
An overwhelming 83% of respondents indicated that they were satisfied with video when used. This isn’t surprising as those satisfied with their videos mentioned the engagement and memorability that video brings – two critical factors in effectively communicating research and bringing stories to life.
And spending on video content has been significant, with 75% spending at least £1,000 on video every six months. Notably, the willingness to invest in video is there as of that percentage, 20% spend £10,000 every 6 months.
Reasons businesses investment in video:
- Memorable: Video’s impact lingers longer than written content
- Easy to Share: Video is inherently more shareable expanding reach
- Has Cross Platform Utility: Video works seamless across touchpoints in a business
- Effective Communication: Video sticks in people’s minds
” Video is engaging and interactive, so it has a better chance to get the message across in a more impactful way. “
BT
Key factors influencing how respondents commission video
However, some respondents voiced concerns about using video. They citied limitations in reach, video quality and lack of clarity in the brief as issues when commissioning video. This suggests that while video is undeniably effective, there is room for refinement. For this matter, it’s most important to work with a trusted video agency, as 46% cite using a trusted supplier as a key factor when commissioning video.
Do You Face These Challenges?
Businesses across all industries are grappling with a variety of challenges in the current economic climate – top issues our business leaders are facing:
1: Financial & Resource Constraints: Squeezed budgets, rising operational costs, and limited resources impact marketing, research, recruitment, and product development.
2: Trust, Engagement, & Competition: Businesses must build trust and credibility in markets filled with unreliable players and maintain engagement in competitive environments.
3: Impact of Technology & Change: AI and tech advancements offer opportunities but come with high integration costs and regulatory challenges, particularly in sectors like healthcare and tourism.
Nearly 2/3rds of respondents use video to understand, solve or communicate these industry challenges. Video is a key asset for businesses seeking to navigate these challenges.
Where The Gap Lies In Business
Respondents in Marketing, PR and Advertising overwhelmingly see the importance of video compared to other industries.
88% in this sector see how video is either extremely important or very important in their industry. But there is a gap, as for those in insight & research, it was only 40%.
For other sectors (education, charities etc), 57% note that video is extremely important.
This gap highlights an opportunity. Businesses that are struggling to make an impact, whether with their customers or stakeholders, should fully leverage video’s potential to address their challenges. Let’s discuss how they can do this.
How Is Video Used?
VIDEO IMPACT CAN BE SUMMARISED AS:
Growing… But Still Underutilised:
Video is increasingly recognised as a powerful tool in marketing, communication, and training, but many sectors aren’t fully leveraging it due to time, budget, and resource constraints.
Industry-Specific Challenges & Hesitation:
Industries like e-commerce, charity, and marketing have embraced video, while more traditional sectors (e.g., legal, finance and healthcare) are hesitant, often due to regulatory concerns or risk-aversion.
Effectiveness & Potential of Video:
Video is highly effective in driving engagement, storytelling, and simplifying complex topics. Its success depends on targeting the right audience, purpose, and creative approach, with potential for greater use in internal communications, training, and customer/patient interactions.
” Video increases the power behind your strategy when clients see real people talking and supporting your points. “
Hearts & Science
How To Use Video – RHS Case Study
Garden Centre POV Videos
The RHS wanted interesting and engaging social content for their social channels to promote their Garden Centres and Summer ranges. They asked for four social videos to be used across their Instagram. The videos needed to align with their brand image, but also feel organic. As if they were filmed by a visitor and not the RHS team. It was the perfect opportunity to utilise our Point-of-view (POV) video capability.
As a first step, we built a creative deck with several different ideas that could effectively showcase the fantastic RHS Garden Centres. After a creative session, the RHS selected the four POV videos: ‘Come Shopping with Me’, ‘What’s in my Bag’, ‘Plant Showcase’ and ‘How Many Plants in a Trolley’. Our production team then crafted detailed shot guides for each of the video ideas. This process involves meticulously building out each video, shot by shot, with accompanying images.
Using our POV technology, and detailed shot guides, the team then went on to film the 4 POV videos across two days at RHS Wisley.
The 4 final edits are organic, lighthearted and fun. We were effectively able to capture the ranges that RHS Garden centres have to offer, with excellent interactions across socials. The videos combined generated over 1,000 likes on RHS Wisley’s Instagram, helping to generate plenty of engagement on their social media platforms.
How To Make It Effective
Despite its growing use, 59% of respondents felt video was not being used enough or in an impactful way in their sector. This suggests a disconnect between video’s potential and how it is currently deployed in professional settings, with many noting that better integration and strategic planning could enhance its value.
” If anything we could use video more, given we are a television company. When we do use videos, they always go down well.“
ITV
” Most content is still written/ppt as there is either a cost barrier or a capability barrier to using video. As such, it’s underutilised.“
SKY
The Rise Of AI
AI’s growing presence in the video industry is a hotly debated topic. While 29% of respondents saw AI as useful, the majority (71%) viewed it as both useful and dangerous, indicating a cautious optimism.
Importantly 94% of respondents were against AI fully replacing real-life interviews, expressing concerns that AI lacks the emotional depth and authenticity of human interactions.
The Future of Video
As short-form ‘snackable’ video continues to rise, 66% of respondents acknowledged its influence on their video strategies.
Respondents believe that video’s role will continue to expand, becoming more embedded in communication and training tools.
There is also a clear sense that video will increasingly be used across departments, not just in marketing or research.
Conclusion
Conclusion
While challenges remain—such as optimising budget and impact—there is strong agreement on the benefits of video, particularly its engagement, memorability, and ability to communicate complex ideas.
Looking ahead, AI will likely play a dual role, enhancing video production while raising important questions about authenticity. As companies adapt to new video technologies and formats, the future of video remains both promising and pivotal in driving business success.
Talk to us about your next project
Whether you use video all the time or this is your first project, get in touch to find out how you can bring your messages to life, engage your audience, and make a lasting impact.
