At Jammy Digital, we know the true power of video marketing.

We’ve seen, over and over again, that when you create consistent, high-quality video content, leads and sales follow. But despite video’s proven impact, so many businesses still aren’t using it. And we wanted to understand why.

So, we asked business owners from across different industries how they’re using video marketing in 2025. What we found from the 411 respondents was eye-opening but not surprising. More importantly, it gives us the clarity to help people move forward.

Here’s what’s really going on with video marketing right now, based on our State of Video Marketing Report 2025.

Video isn’t optional in 2025, but most businesses still treat it like it is

Let’s talk numbers:

• • TikTok: 1.58 billion monthly users
  • YouTube: 2.53 billion monthly users
  • YouTube Shorts: 70 billion daily views
  • Instagram: 2 billion monthly users
  • 30% of Instagram time is now spent on Reels

It’s official, video is everywhere. It’s no longer just a “nice to have”. It’s how your customers are choosing what to buy, who to trust, and who to work with.

And yet?

Most businesses still aren’t prioritising it. Not even close.

Fame vs fortune: What’s your real goal?

In our State of Video Marketing Report 2025, we asked businesses what they want from their video content. The overwhelming answer?

66% want their videos to generate leads and sales.

Not fame or 1 million views. But valuable, genuine leads.

But too many people are still measuring success by how many likes, shares, and followers they get, rather than whether it actually moves the needle in their business.

Here’s our take: you don’t need a viral video. You need a video that makes your ideal client say, “Where do I sign?”

You’re watching… but are you creating?

This is one of the most interesting findings from our video survey: 99% of respondents watched a video in the past week. But only 50% have posted one.

There’s a huge gap between your video consumption and actually using it in your business. And that’s a missed opportunity.

We know video is the most powerful content format for building trust, educating your audience, and lead generation.

So if we’re watching videos to help us make big buying decisions… why aren’t we making them to help our clients do the same?

Let’s talk about ROI

If you’ve ever clicked “Buy Now” after watching a video ad or demo, you’re not alone.

• • 91% of business owners say video influenced a purchase decision
  • 93% say video helps reduce friction in the buying process

Video is the ultimate way to connect through a screen. It makes your business feel human – yes, even in B2B. And that’s what sells.

But here’s the kicker…

Most people still aren’t posting consistently

Want to know the fastest way to tank your video strategy? Post three videos on YouTube… and stop.

Want to generate leads and sales from your video strategy? You need to post video content consistently. That means at least a few times a week, daily is even better.

We’ve seen the success rate repeatedly, but our survey reveals that:

• • Only 12% of people are hitting the posting sweet spot (daily or multiple times a week)
  • 44% rarely or never publish video content
  • Another 21% post just once a month

In short, the frequency isn’t there. And without frequency, you can’t build momentum.

Where are people posting? (And why it matters)

Of course, people are publishing where their audiences hang out – and video is diversifying across platforms. From our State of Video Marketing Report 2025, here’s where people said they post:

• • Instagram: 27%
  • YouTube: 20%
  • TikTok: 11%
  • LinkedIn: rising fast

But here’s the problem: many people post the same video on every platform and then wonder why it doesn’t perform.

What works on TikTok may flop on LinkedIn. Instagram Reels and YouTube Shorts have different audiences, behaviours, and expectations.

The key? Repurpose with intention. Tweak your content to fit the platform. Test, review, and adjust. You’ll see better results and get more bang for your buck.

So, what’s getting in the way?

Here’s what really interests us – why aren’t people aren’t making video content when they know it works?

We uncovered five major blockers:

1. Time

• • 40% say that video content takes too long and is their BIGGEST frustration
  • Only 7% can go from idea to publication in under 30 minutes

We get it. You’re running a business, managing a team, wearing 17 hats. Video feels like one more thing you need to get around to. And without a process, it’ll always feel tricky.

2. Tech and editing frustrations

• • 41% say that editing is their BIGGEST frustration and holds them back
  • 47% say they’d publish more if the tech were easier

Video editing is fiddly. The tools are clunky. And unless you geek out on software, it can all feel rather overwhelming.

3. Confidence

• • 22% feel too self-conscious on camera
  • 21% say recording is the worst part

See, you’re not alone! Showing up on camera is a weird and unnatural thing to do. But we know that confidence is a skill you’ll develop with the right strategy.

It’s not about personality; with the right prompts, support, and small wins, everyone can get comfortable in front of the camera.

4. Coming up with ideas

• • 75% say they struggle with what to say on video

Here’s the truth: most people don’t struggle to talk about their business. They struggle to plan content before they press record.

That’s why strategy matters. When you know your core message and have a bank of ideas and prompts, the consistency is built in.

5. They just don’t enjoy it

• • Only 15% say they love making videos
  • The rest? Meh—or worse

That’s fine! You don’t have to love it. But you do have to find a way to make it easier, faster, and more aligned with how you naturally communicate.