Video marketing isn’t new, but in the AEC industry, it’s finally having its moment.
More firms are realizing that video is no longer a nice-to-have. It’s now an essential part of your marketing strategy, helping you win work, recruit talent, and communicate complex ideas in a clear, engaging format.
Whether you’re an architect showing design intent, a construction manager building trust through field footage, or an engineer explaining technical concepts, video is your most powerful storytelling tool.
Let’s break down how each discipline in AEC can use video effectively and what trends you need to know.
Why Video Marketing Is Exploding in AEC
- 72% of customers prefer to learn about a product or service through video (source: Adobe)
- Video drives more engagement than any other content type on platforms like LinkedIn, Instagram, and YouTube (source: Mailchimp)
- Google prioritizes video content in search results, making it a boost to your SEO
- It humanizes your brand in an industry where trust and relationships are everything
Architecture: Make the Vision Tangible
For architecture firms, video brings design to life. It helps clients visualize the end result and the thinking behind it.
What Works:
- Animated walkthroughs of unbuilt spaces
- Interviews with designers explaining concepts
- Behind-the-scenes footage of design charrettes and model making
- Design highlight reels with voice-over to explain the “why”
2025 Trend to Watch: AI-powered visualization and real-time rendering tools will make it easier to turn sketches into sharable 3D video in hours, not weeks.
Pro Tip: Add captions and subtitles. Many decision-makers watch videos without sound, especially on mobile.
Construction: Build Confidence with Transparency
Construction firms have a unique opportunity to show how things are built. Video is ideal for documenting progress, demonstrating safety protocols, and highlighting craftsmanship.
What Works:
- Drone footage of jobsite progress
- Time-lapse videos of milestones
- Foreman or PM updates from the field
- Safety or logistics briefings as internal training tools
2025 Trend to Watch: Short-form vertical video (like Reels or TikToks) will start to matter more, even on B2B platforms, as more users scroll mobile-first.
Pro Tip: Show people. Clients want to see who’s on your team, how they solve problems, and what kind of culture they’ll be working with.
Engineering: Simplify the Complex
Engineering firms can use video to demystify technical ideas and reinforce their role as problem-solvers.
What Works:
- Explainer videos with animated diagrams
- Case study recaps with subject matter experts
- Site footage showing innovation in action
- Talking-head videos that walk through data or modeling insights
2025 Trend to Watch: Interactive video elements will become more common. Think clickable diagrams or embedded polls in presentations and proposals.
Pro Tip: Keep it simple. Avoid jargon and explain ideas like you’re talking to a city council or school board, not another engineer.
Where to Use Video in 2025
- On your website (landing pages, project pages, team bios)
- In proposals (custom videos for project pursuits)
- On social media (especially LinkedIn, Instagram, YouTube Shorts)
- In recruiting campaigns (employee testimonials, culture clips)
- In email campaigns (video thumbnails increase CTR by up to 300% [Mailchimp])
Getting Started: Don’t Overcomplicate It
You don’t need a studio. You need a plan.
- Start with your smartphone and natural light
- Keep videos under 90 seconds for most platforms
- Focus on one clear message per video
- Use tools like Adobe Express or Canva to add simple branding and captions
Final Word: It’s Not the Future: It’s Now
AEC firms that embrace video in 2025 will stand out. It’s the fastest way to explain your value, showcase your people, and connect with your audience.
If your competitors aren’t using it yet, this is your chance to lead.
If they are, this is your chance to do it better.
Need help developing a video marketing strategy that fits your firm’s voice and goals? Let’s talk.
