How Video is Changing Search, Engagement, and Consumer Behaviour in 2025

At Punchy Digital Media, we’re all about helping you create the most impactful video content possible. That’s why we’re breaking down key insights from Wistia’s 2025 State of Video report and adding our spin—so you can take action today. 

Online video is evolving fast, and if you’re not keeping up, you’re getting left behind. The way audiences consume video is shifting, and smart marketing and communication professionals need to adapt to maximise the effectiveness of their content.

Let’s dive into the insights.

Video and Search: A Match Made in Algorithm Heaven

Video is taking over search. Search results featuring a video thumbnail now make up 30% of all organic results—an increase of 72% since 2023. This shift signals that search engines are prioritising video content more than ever, and if you want your organisation to be seen, video must be part of your broader SEO playbook.

Short-form videos are leading the charge, appearing in search results 183% more often over the past two years. This means if you’re not incorporating video into your SEO strategy, you’re missing a major opportunity to boost visibility. But here’s the catch:

Short-Form Video Needs to Deliver—Fast

Viewers today won’t tolerate fluff. If a short video doesn’t hook them immediately, they’ll bounce. That means your content needs to be clear, compelling, and straight to the point—especially when showing up in search results.

Short-form videos don’t require high-end production values, but they do require immediate value. The first few seconds must captivate, answer a question, or offer entertainment, otherwise, you’ll lose the viewer before they’ve had a chance to engage.

Additionally, subtitles, eye-catching thumbnails, and optimised video descriptions are key to boosting your video’s performance in search. Ensure your metadata includes relevant keywords, and consider repurposing blog content into video format for an extra SEO boost.

Example: Rocket DNA’s DJI Matrice 4 Series Product Reveal

Take this video we created for Rocket DNA, for example. We used a sharp, concise script that got straight to the point, highlighting the product’s value right from the start. Paired with dynamic visuals and creative computer graphics, we transformed a complex product launch into an engaging video—all in under 90 seconds.

Video Engagement is Dropping—Here’s How to Stay Ahead

Engagement rates for all video types have hit a four-year low, down 7% from 2023. The hardest-hit category? Videos between 3-5 minutes, which saw a 10% decline. Even long-form videos (30+ minutes) dipped by about 3%.

What does this mean for marketers?

• Short-form content doesn’t need Hollywood-level production—it just needs to deliver value instantly.
• Longer videos still work—if they offer real substance.
• Hook your audience in the first five seconds, or risk losing them.
• Test different video formats to see what works best for your audience.
  
• Use analytics to understand drop-off points and optimise accordingly.

Now more than ever, it’s crucial to focus on storytelling, pacing, and audience needs. Keep your content dynamic, include on-screen text for silent viewers, and experiment with different video lengths to see what resonates best.

Example: Emergency Management Victoria – Understanding Fire Risk

We created a video series for Emergency Management Victoria to help high-risk communities understand and prepare for fire risk indicators and signage. To suit varying attention spans and comprehension levels, we used clear, simplified visuals and produced shorter edits for different channels to maximise impact.

The Power of How-To Videos

No video type holds attention quite like a good how-to explainer. Regardless of length, these videos maintain higher engagement rates than any other format. For videos under five minutes, viewers watch more than two-thirds of the way through.

Why do how-to explainers work so well? Because they serve an immediate need. People are searching for solutions, and if your video provides clear, actionable steps, they will stick around and even seek out more of your content.

Key takeaway: If you’re looking for a format that keeps people watching, how-to videos are your best bet.

To maximise impact, break down complex topics into digestible steps, use on-screen visuals to reinforce learning, and include timestamps in your video description for easy navigation.

NSW State Emergency Service – Flood Preparedness

A great example of an impactful how-to explainer is this video we created for NSW State Emergency Service, helping residents and businesses prepare for potential flooding. It breaks down a high-stress process into clear, actionable steps to maximise retention—key to driving real action from your audience.

Boost Engagement with These 3 Interactive Features

Want to turn passive viewers into engaged leads? Add interactive elements to your videos. Here are three of the best:

1. Lead Generation Forms – Skippable or unskippable forms that collect viewer contact info. Smart marketers integrate these with their marketing automation tools to capture visitor information seamlessly. Conversion rate: ~24%
2. Call-to-Action (CTA) Overlays – Clickable images or text encouraging viewers to take the next step (e.g. booking a meeting). Conversion rate: ~16%
3. Annotation Links – Small clickable buttons leading to relevant resources. Perfect for building authority. Conversion rate: ~3%

Engagement doesn’t end with viewership—interactive elements keep the momentum going. The key is to make these features feel natural rather than disruptive. Use A/B testing to determine which features work best for your audience.

The Secret to High-Performing CTAs? Placement.

Where you place your CTA in a video dramatically affects its success. A poorly placed CTA might see only a 1% conversion rate, while a well-placed one can convert up to 40% of viewers.

CTA Placement Best Practices:

• For presentation videos: Place a CTA at the end to make it feel like a natural next step.
• For long videos: Add an extra CTA in the middle to keep engagement high.
• For tutorial videos: Consider a mid-roll CTA to direct viewers toward a related resource.
• For product demos: A CTA at the beginning and end can reinforce the action you want viewers to take.

A/B testing CTA placements can help you optimise for conversions and determine what resonates best with your audience.

Final Thoughts

The video landscape is shifting, and marketers need to adapt. Short-form video is dominating search, engagement is harder to maintain, and interactive elements are key to conversions. 

Whether you’re producing quick tips or deep-dive explainers, the goal remains the same: deliver value, grab attention fast, and make it easy for viewers to take action.

Additionally, investing in analytics tools will allow you to fine-tune your approach. Understand what’s working, where viewers drop off, and which content types are driving the most action.

At Punchy Digital Media, we’re here to help you create videos that don’t just get watched—but drive real results. Ready to step up your video strategy? Let’s make it happen.