Wistia’s 2025 State of Video: What Matters for Your Business? I combed through the latest Wistia report so you don’t have to. Here are my five handpicked insights for service-minded creators, coaches, and consultants.
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, , , , , and many others for tuning into my live video! Join me for my next live video in the app.Why Video Marketing Still Matters in 2025
Video isn’t just a trend — it’s a foundational pillar of modern marketing, especially for service-based creators like you. Whether you’re a coach, consultant, or creative entrepreneur, video enables you to show up authentically, build trust, and create meaningful connections with your audience. The Wistia report reminds us that video remains central to how people consume information, learn, and decide to work with brands or individuals.
But with so many “hot takes” swirling around — like “long form content is dead” or “short form is the only way to go” — it’s easy to feel whiplash. The truth is, each video length serves its own purpose, and the magic lies in diversifying your content strategy.
Insight #1: Long-Form Content Still Holds Attention
Here’s a nugget that might surprise you: 30 to 60 minute videos still hold viewers’ attention, especially when the content is educational and intentional. That means your live streams, webinars, deep-dive tutorials, and podcasts aren’t just surviving — they’re thriving.
Think about it: when you’re delivering real value and teaching something meaningful, your audience is willing to stick around. Long-form content allows you to build rapport, unpack complex ideas, and demonstrate your expertise in a way that short clips just can’t match.
This insight aligns perfectly with my BOSS Framework for livestream marketing:
B - Branding: Position yourself clearly and consistently.
O - Offer-based content: Reverse engineer your streams to lead back to your offers.
S - Systems: Stay consistent with your content calendar and workflow.
S - Social engagement: Always remember the human element — connect and converse.
Long-form content is where you can really activate this framework and deepen your relationship with your audience.
Remember, it’s not about abandoning short form. Short videos are excellent for quick awareness and social engagement on platforms like TikTok and Instagram Reels. The key is variety and strategic intent behind each piece of content.
Insight #2: Video on Thank You and Booking Confirmation Pages is a Missed Opportunity
Here’s a golden opportunity that many creators overlook: adding video to your thank you pages or booking confirmation pages. Wistia’s data shows that videos on these pages have significantly higher play and engagement rates compared to other video types on websites.
Think about what happens after someone signs up for your lead magnet or books a call. They land on a thank you page — a perfect moment to reinforce their decision with a warm, personalized video message.
This video could:
Welcome them to your community
Reaffirm that they made the right choice
Explain what to expect next
Invite them to take the next step (book a call, purchase a low-ticket offer, etc.)
Adding this human touch helps build trust and reduces drop-off, creating a seamless experience that keeps your audience engaged and moving forward.
For livestream creators wondering how to incorporate this, try linking to a thank you page from your end card or description where you invite people to subscribe or book a call. While automatic redirects from platforms like YouTube aren’t possible, you can strategically place links that take viewers to a personalized thank you page with video.
I personally love using tools like LunaCal for booking pages because it allows you to embed a YouTube video directly on the booking page. This way, when someone schedules time with you, they get to hear from you right away — creating a warmer connection before the call even begins.
Other popular tools like Book Like a Boss or Go High Level also allow video embedding options for booking and thank you pages. If you’re not leveraging this yet, it’s time to start.
Insight #3: 89% of Marketers Repurpose Webinars
Webinars aren’t just a one-and-done event anymore. According to Wistia, 89% of marketers repurpose their webinars into multiple formats. This is a crucial reminder that the content you create can and should be maximized for multiple touchpoints.
If you’ve hosted a webinar, think beyond the live event. That single piece of content can be transformed into:
Podcast episodes
Blog posts
Social media clips
Evergreen freebies or lead magnets
Paid courses or workbooks
This strategy is what I affectionately call getting the maximum juice out of your lemon squeeze. It’s about working smarter, not harder, and understanding that your audience consumes content in different formats and at different times.
Personally, I love live streams for this reason. A single live stream can be cut into 20+ pieces of content, giving you a rich library to pull from for months. While I’ve scaled back on webinars somewhat due to the effort involved, I still use evergreen webinars strategically — especially as lead-ins to quizzes or other funnels.
If you’re thinking about incorporating webinars, remember:
Choose a platform that fits your budget and needs (Google Meet and Zoom Meeting are great free or low-cost options!)
Decide if you want your webinar to be live or evergreen (automated)
Make sure your webinar has clear objectives and is presented professionally
Evergreen webinars can generate leads on autopilot, but live webinars keep that personal connection alive — something I value deeply in my brand.
Insight #4: AI is Not the Future — It’s the Now
If you haven’t embraced AI yet, you’re already behind. Wistia’s report confirms what I’ve been saying for a while: AI tools are now standard in video creation and marketing.
From tools like ChatGPT to video platforms that integrate AI for editing, transcription, and even content creation, AI is everywhere. The key is to leverage it creatively to enhance your authenticity and problem-solving capabilities — not to replace your unique voice.
For example, I recently created an AI assistant named Vera using a platform called Quickpage. Vera helps creators develop their visual brand vibe by creating personalized mood boards based on a series of questions about personality and style. I even added a walkthrough video to help users get started smoothly.
This is a perfect example of how AI can augment your video strategy — solving problems, personalizing experiences, and speeding up content creation without losing the human touch.
Are you AI curious (just exploring) or AI confident (actively using AI tools)? Drop your answer in your own chats and reflect on how you might integrate AI into your workflow.
Insight #5: Most Creators Aren’t Promoting Enough
This one hit home for me, and I bet it will for you too. Wistia’s data shows that many creators are not promoting their video content enough. In fact, only 35% of respondents say they spend equal time promoting content as they do producing it.
Think about this: You put in all the effort to create a transformational course, webinar, or live stream. But then you share it once and move on, hoping the audience finds it. The truth? Half your audience probably never even saw it.
So the strategy isn’t to create more content endlessly but to share smarter. Use automation, batching, and repurposing to get your content in front of your ideal people multiple times. The mantra here is: put it out there seven times so someone can see it once.
Don’t shy away from promotion because you fear being “salesy.” Instead, make promotion a natural part of your conversation, just like I do in my live streams. Be proud of your work, because if you don’t talk about what you offer, who will?
Remember the old saying: “Open mouth, open store. Closed mouth, closed store.” If people don’t know what you have, they can’t benefit from it.
Mini Action Plan: 3 Steps to Elevate Your Video Marketing Today
Audit Your Video Content Lengths: Review your current video strategy. Are you balancing short-form and long-form content? Plan to integrate at least one educational live stream or webinar per month to deepen audience connection.
Add Videos to Your Thank You and Booking Pages: Create a warm, personalized welcome video for your thank you pages. Use tools like LunaCal or Book Like a Boss to embed videos on booking confirmation pages and keep your audience engaged from signup to call.
Promote Smarter, Not Harder: Develop a content repurposing and promotion calendar. Aim to share each video piece multiple times across platforms using batching and automation. Track your promotion efforts to ensure you’re spending as much time promoting as producing.
Wrapping Up: Embrace Video with Confidence and Strategy
Video marketing in 2025 is all about balance, intentionality, and connection. Whether you’re leaning into long-form live streams, dabbling in short-form reels, or experimenting with AI-powered tools, the key is to stay strategic and authentic.
Remember these five insights from Wistia’s State of Video Report:
Long-form content still holds viewers’ attention—especially when educational and intentional.
Thank you and booking pages are prime real estate for personalized video engagement.
Repurposing webinars is a powerful way to maximize your content’s reach and ROI.
AI isn’t the future—it’s here. Use it creatively to enhance your video marketing.
Most creators aren’t promoting enough—sharing smarter is your secret weapon.
As you move forward, own your video strategy and make offers with pride. Don’t shy away from promoting what you create and sharing your brilliance with the world. Your ideal audience is waiting to connect with you.
If you found this helpful, I’d love for you to subscribe, share your thoughts in the comments, and join the conversation. Let’s keep learning and growing together — because when you stream like a boss, your impact is unstoppable.
About the Author
Tanya Smith is the CEO of Get Noticed with Video LLC and host of Stream Like a Boss® TV, where she helps podcasters and livestream creators turn crickets into clients—without chasing algorithms or losing their authentic voice. Through practical strategies and proven workflows, Tanya empowers creators to grow their audience, build authority, and monetize their message with confidence.
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