The Power of Video Content for Brands in 2025
- Sam Ronnie Reinelt
- Jul 1
- 3 min read
Updated: Aug 1
Introduction
Video is one of the most effective marketing tools for UK businesses in 2025. From lo fi social clips to high fidelity cinematic films, every format plays a different role in how brands connect with their audiences. Understanding when and how to use each type of video is essential for reaching the right people and making a lasting impression.
At Novus Nine, we help purpose-led brands tell their stories through bold, intelligent content. This insight explores the types of video content available, how trends are shifting, and why forward-thinking businesses are investing in both lo fi and high fi film.
Types of Video Content and When to Use Them
Lo fi video content
Lo fi content is raw, real and relatable. Often filmed on phones or with a minimal setup, it connects quickly on platforms like Instagram Reels, TikTok and YouTube Shorts. It is ideal for behind the scenes moments, quick updates, authentic testimonials or community storytelling.
Lo fi content is a strong choice when you want to:
Build trust through authenticity
Respond to trends or timely campaigns
Showcase real people and reactions
Increase social engagement without heavy production
User generated content can be significantly more effective than traditional branded content when it comes to building audience trust. According to UK marketing data, lo fi video is now one of the most watched formats online.
High fidelity video content
High fidelity or high production content is polished, professional and designed for impact. This includes brand films, campaign launches, product storytelling and documentary style pieces. These films are often scripted, storyboarded and filmed with cinematic cameras, lighting and crew.
Choose high fidelity film when you want to:
Position your brand at a premium level
Tell a more emotional or in-depth story
Launch a new product, service or movement
Create evergreen content for your website or paid campaigns
Professional video content helps boost viewer retention and is more likely to be remembered. For brand building and long-term value, high production film delivers consistent results.
When to Use UGC and When to Choose Professional Film
User generated content and professional film production are both effective, but the key is knowing which one suits your purpose.
Use UGC when you want to:
Build social proof through real voices
Create quick and reactive content
Stay within a limited budget
Connect with younger or more digital native audiences
Use professional film when you need to:
Showcase a flagship campaign
Present your brand with full creative control
Share a story with depth and structure
Invest in long-term content for website, PR or fundraising
The most successful brands are using both approaches together. A polished hero film builds credibility and story. Cut downs and lo fi content keep things moving and fresh on social media.
Video Trends in the UK
Short form video is still growing
Most UK consumers now watch short form video every week. Platforms like TikTok and Instagram Reels dominate attention, especially with younger audiences.
Authenticity matters more than ever
Audiences are less responsive to overproduced content that feels disconnected. Even high production video must feel rooted in reality and emotion.
Co-creation is becoming the norm
More UK brands are encouraging customers, employees and communities to help create content. This builds stronger loyalty and increases reach.
Values-driven storytelling is winning
Audiences want to connect with brands that care about more than just sales. Purpose, mission and emotion play a huge role in video success.
How Novus Nine Approaches Video Production
Strategy first
We begin by identifying the best type of video for your goal. Sometimes that is a raw behind the scenes clip. Other times, it is a cinematic campaign film. We help you map that out.
Creative and production
Our team handles every step, from concept to shoot and final edit. We treat lo fi content with the same care as high fidelity film, ensuring everything aligns with your tone and values.
Repurposing and rollout
No video should be used once and forgotten. We turn full-length films into cutdowns, reels, short stories and testimonials. Your content works harder without needing constant reshoots.
Review and evolve
We work with you to understand what performs best. This includes analysing results, reading the data and adjusting future content so your investment continues to grow.
Final Thought
UK brands in 2025 are moving fast, but audiences are also demanding more depth. It is not about choosing lo fi or high fi. It is about using both with intention.
At Novus Nine, we create video content that balances bold creative ideas with a deep understanding of what your audience cares about. If you are planning a campaign or just want to explore what is possible, we would love to talk.
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