Navigating Video Marketing in Australia: Trends and Predictions for 2025

Introduction

As we move through 2025, the landscape of video marketing in Australia is evolving rapidly. From AI-driven production tools to shifting consumer behaviours and platform algorithms, businesses need to stay agile and informed. This blog explores the most impactful trends shaping video marketing in Australia today, and what smart marketers should focus on to stay ahead.

1. Short-Form Video Continues to Dominate

According to a 2024 HubSpot report, short-form video delivers the highest ROI compared to any other content format. Platforms like TikTok, Instagram Reels, and YouTube Shorts have cemented their place in daily content consumption. In Australia, TikTok boasts over 8.5 million users, with usage increasing among Gen Z and Millennials.

💡 Tip: Brands should consider repurposing long-form content into bite-sized, value-packed clips.

2. Authenticity and UGC Drive Engagement

User-generated content (UGC) is no longer optional. Audiences crave authenticity, and UGC and testimonials, behind-the-scenes, or day-in-the-life videos drives stronger engagement than overly polished productions. This is particularly true for local Aussie brands aiming to connect with their communities.

📺 Recommended Video:

3. AI Tools Streamline Production

In the right hands, and with solid creative direction, AI is already delivering some pretty incredible results in video production. But it’s still not a magic button. You need good prompts, a strong sense of style, and an idea worth telling. It’s not quite there yet, but it’s improving fast, with new tools popping up almost daily that make things quicker, easier, and way more experimental.

A few of my favourite AI video tools right now:
🎞️ Runway – fast, accessible, and super intuitive for video generation and editing
📹 Pika – great for animating concepts and building scenes from simple prompts
🎬 Sora – still in early release, but a serious leap in text-to-video potential
📷 Kaiber – perfect for music-driven edits and stylised motion visuals

AI won’t replace creative direction anytime soon, but for the right projects with the right vision, it’s already changing the game.

4. Mobile-First Content Strategy

Over 70% of video content in Australia is now watched on mobile devices, according to Statista. That means mobile-first video production is essential. Square (1:1) and vertical (9:16) formats work best on platforms like Instagram Reels, TikTok, and YouTube Shorts.

To perform well, videos need fast, attention-grabbing intros and captions that are easy to read without sound. Mobile-optimised videos consistently drive higher engagement, retention, and reach.

5. Strategic Video SEO Becomes Essential

If your video content isn’t optimised, it won’t be found. Youtube is the second largest search tool after google. So you need it to be searchable and rank well. Tools like TubeBuddy and VidIQ can help boost your visibility on YouTube by improving tags, titles, and metadata. For better performance on Google, embed full transcripts, add descriptive filenames, and target long-tail keywords that match your audience’s search intent. This increases your chances of appearing in Google’s video carousel results.

Conclusion

For Australian marketers, video remains a powerful storytelling and conversion tool. By embracing short-form, leaning into authenticity, leveraging AI, and mastering video SEO, businesses can future-proof their strategy. 2025 is shaping up to be a pivotal year, make sure your content is ready to lead the charge.

Sources

📊 HubSpot: 2024 Video Marketing Report
Short-form video content delivers the highest ROI among all content types.
Read more

🇦🇺 DataReportal: Digital 2024 – Australia
TikTok reached over 9.7 million adult users in Australia, with usage led by Gen Z and Millennials.
View report

📈 Statista: Global Social Media Platform Engagement
Short-form video platforms dominate in average monthly user time spent.
Explore stats

At Story Machine, we help brands navigate these evolving trends with custom video strategies tailored to your goals, industry, and audience.
Explore our video marketing services to see how we can elevate your brand in 2025.

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If you’re ready to discuss your next video project, reach out to us at Story Machine. We’re here to help you bring your vision to life with creative, high-impact videos that resonate with your audience.

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