Video remains a powerful force in consumer engagement, evolving from passive entertainment into a critical brand storytelling tool. From TikTok clips to long-form YouTube content, video continues to shape how brands connect with audiences across generations.
Recent surveys show that 55% of consumers were inspired by TikTok videos to buy gifts during the 2024 holiday season, proving the persuasive power of video in driving purchase decisions. But the future of video lies beyond just views—it’s about interaction.
According to Chris Roebuck, CEO of Clicktivated, video is becoming more immersive and measurable. His company leads in making video shoppable and interactive, helping brands boost ROI and deliver personalized content. Traditional metrics like views or completion rates aren’t enough anymore. Brands must now use interactive videos to track engagement and tailor content based on viewer preferences.
Data backs this shift. A staggering 89% of businesses use video in marketing, with 96% reporting increased brand awareness. Interactive videos specifically can deliver engagement rates up to 300% higher than standard formats—and even 500% according to Clicktivated.
Consumer demand is rising too—43% already prefer interactive videos, while 81% want brands to offer more of them. Gen Z leads the charge, with 94% favoring personalized, engaging video content.
Roebuck advises brands to focus on storytelling rooted in audience needs—not fleeting trends or platform formats. Whether short-form or long-form, the key is emotional connection, authenticity, and a unified brand voice that resonates across generations.
In 2025, video content must evolve. Brands that prioritize interactive, audience-focused video will stand out. Those that don’t risk fading into digital obscurity.
