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From play to success: the power of video in digital marketing
— 3 min

From play to success: the power of video in digital marketing

As 2025 comes to a close, one trend has stood out above the rest: video.

From dynamic Reels and TikToks to live streams, brands have embraced video to grab attention, tell stories, and, most importantly, build more authentic connections with their audiences.

But what makes this format so powerful? It's the perfect blend of visual impact, emotion, and versatility. Video captures attention like nothing else and delivers a clear message in a world where every second counts.

And this trend isn’t slowing down anytime soon. The coming year promises technological advancements and new ways to engage, reshaping how brands communicate. In this article, we'll explore the true impact of video in marketing, reveal the secrets to creating irresistible content, and show you how to leverage this trend to stand out from the competition.

Why invest in video? The psychology behind its effectiveness

Did you know that our brains process images 60,000 times faster than text? That’s why videos not only grab our attention but also engage us emotionally, often without us even realizing it.

Here’s a secret: the true power of video isn’t in high production or amazing sound. It’s in the emotion. People don’t just remember what they heard or saw—they remember how the video made them feel.

And here’s more: 64% of consumers admit they’re more likely to make a purchase after watching a video about a product. In other words, videos aren’t just entertainment - they’re a conversion machine in action.

Formats that work (and how to choose yours)

There isn’t a one-size-fits-all formula for success in video marketing. It depends on your goal, your audience, and the message you want to convey. However, there are a few formats that always deliver:

  • Short tutorials and educational videos: did you know educational videos have an 83% higher retention rate compared to other formats? They’re gold when it comes to delivering value quickly.
  • Brand stories: who doesn’t love a good story? Take your audience behind the scenes and build an emotional connection. A video that shows why your brand exists creates loyalty.
  • Customer testimonials: nothing speaks louder than the voice of someone who’s already trusted you.
  • Quick campaigns: TikTok and Reels have another advantage: 87% of the most-watched videos are under 15 seconds long.

Pro tip: Experiment with different formats and see where your audience engages the most. And never underestimate the power of a live video—it’s like having a direct conversation with your audience.

What makes a video truly engaging?

The first rule is to capture your viewer’s attention within the first 3 seconds. No long introductions, get straight to the point and show them why it’s worth sticking around. After that, keep the message simple and to the point: your audience wants to know what they’ll gain from watching.

But the real magic? Emotion. Make them laugh, surprise them, or move them. The stories that resonate are the ones that last. And don’t skip the captions! A lot of people watch videos without sound, so make sure your message stands out even when it’s muted.

Memorable videos don’t rely on gimmicks—they rely on genuine connections. If you can make someone feel something, you’re already winning.

How to create impactful videos in 2025

Are you hesitant to start because you think video creation is "complicated"? Don’t worry, you don’t need to be a Spielberg to succeed. It all starts with good planning:

  • Define your goal: Are you creating a video to generate leads, educate your audience, or humanize your brand?
  • Know your audience: What do they want to see? What questions or problems do you need to address?
  • Experiment and measure results: Try different formats, platforms, and messages. Learn from the data.

The good news? With the rise of advanced editing tools and AI, creating videos has never been more accessible. Now, you have a solid starting point to shine in the coming year.

The future of marketing is on the move

Video is no longer just an option. It’s the cornerstone that connects brands and audiences authentically. The future is being captured, frame by frame, and you’ll want to be a part of this story.

Ready to put your video strategy in motion?

Digital MarketingTrends to Watch in 2025
— 5 min

Digital Marketing trends to watch in 2025

It’s 2025.

Digital marketing has not just evolved—it’s more dynamic than ever, bringing trends and opportunities that are reshaping the entire landscape. But before you think this is something far off, you should know that some of these changes are already happening. So, if you're looking to get your brand ready for what's ahead, you're in the right place. 

AI gets more human (yes, it’s possible)

Remember when we used to talk about Artificial Intelligence like it was something out of a sci-fi movie? Forget that. By 2025, AI will be so integrated into our everyday lives that it will become a cornerstone of digital marketing, making experiences more human, personalized, and natural.

But here’s something most people don’t know yet: the next generation of AI isn’t just about processing data. We’re talking about models that, for instance, can read a customer’s emotional state and tailor responses in real-time. This means chatbots and virtual assistants will be able to adjust their communication based on how someone feels.

How can you use this to your advantage?

  • Leverage AI that goes beyond the basics and evolves over time, continuously enhancing the customer experience.
  • Invest in algorithms that don’t just respond, but truly grasp the nuances of human communication.
  • Remember: a touch of digital empathy could be your secret weapon.

Augmented Reality (AR) and Virtual Reality (VR)    

In 2025, we’ll reach a turning point: marketing will no longer be something we simply see, but something we feel and experience. With Augmented Reality (AR) and Virtual Reality (VR) becoming increasingly accessible, these technologies will be at the heart of every marketing strategy.

Imagine being able to try out a product without leaving your home, seeing that perfect sofa in your living room, or even attending a virtual event where it feels like you're truly there, fully immersed in the experience. In this new era, brands will craft unforgettable, interactive experiences like never before.

Practical strategies to take advantage of this trend:

  • Experiment with using AR to show products in a way that the public has never seen before.
  • If you organize events, consider creating virtual versions that go beyond simple streaming (think of experiences that the public can live).

 The new era of online shopping

Have you noticed how social media is transforming into a true shopping hub? By 2025, the line between social media and e-commerce will almost disappear. Platforms like Instagram, Facebook, and Pinterest are already adding shopping features directly within their apps, making the scrolling experience even more addictive.

The magic behind social commerce isn’t just selling — it’s creating a shopping journey so seamless that users barely realize they've moved from "explore" mode to "buy" mode. Imagine posts that spark inspiration, videos showing how to use a product, and with just one tap, the purchase is complete — all without ever leaving your feed.

How can you take advantage of this trend?

  • Create content that is engaging and useful, but also facilitates direct purchase, such as tutorials with shoppable links.
  • Invest in storytelling strategies that connect emotionally with the public and turn inspiring into converting.

Welcome to the world of hyper-personalization

O marketing personalizado já não é novidade, mas o que aí vem vai redefinir o que entendemos deste conceito. Já não basta adaptar o conteúdo com o nome do cliente Personalized marketing is no longer a novelty, but what's coming next will completely reshape how we think about it. It’s not enough anymore to simply address the customer by name or show them an ad for something they’ve already seen. We’re talking about hyper-personalized content, offers, and experiences that go beyond the surface—powered by everything from online behavior to your personal shopping preferences.

Did you know?

The new tools will leverage real-time data to craft experiences so tailored, they’ll feel like a personal conversation. Picture content that adjusts based on your location, the time of day, and even the weather. The level of precision will be so high that you’ll feel like everything was designed just for you. And in a way, it truly will be.

What should you do to prepare?

  • Start exploring platforms that use machine learning to offer adapted content in real time (without forgetting the importance of using data ethically).
  • Focus on creating dynamic content that automatically adjusts to user behavior. 
  • Create segmented campaigns with messages and offers that seem to be made just for that person. The trick? Show that you know your audience like no one else.

The voice search revolution

How many times have you asked your virtual assistant something like, "Where can I find a good Italian restaurant nearby?" Well, get ready—the rise of voice search is only going to keep growing, and brands need to keep up.

Here’s another trend: people want answers fast, in a language that feels more like a conversation. That means it’s time to fine-tune your SEO for a more natural, chatty approach.

Our tips for your SEO approach:

  • Voice searches are generally longer and more specific than text searches, so you should adjust your strategy. Instead of “best Braga restaurants”, people prefer to ask: “What are the best restaurants in Braga for dinner with friends tonight?”
  • Think of your brand as a helpful friend who always has the right answer.
  • Create complete guides that answer specific questions, to ensure that virtual assistants choose your content as a reference.

Adapting to change, refining strategies

 2025 is shaping up to be a pivotal year in digital marketing, with emerging trends already influencing how we connect with audiences. Crafting more authentic, engaging, and personalized experiences has never been more essential.

The secret? Anticipation, focus, and a touch of creativity to embrace change. The future of marketing is already here, and those who embrace it today will lead tomorrow.

LATEST ARTICLES
Why having a content strategy matters
— 2 min

From a content marketer to another, we all know that work can get hectic! Chill, we have all been there.

From a content marketer to another, we all know that work can get hectic: “Need 10 posts about the car convention by the end of the week, oh! need to find an image that suits the copy of that Instagram post, for the ebook and I also need a list of at least 20 themes, etc."

Suddenly, you feel the right side of your brain shutting down, no more creative days in the horizon and you can already see the demise of your passion for content.

Chill, we have all been there. Although, this perspective might be synonym to doom & gloom, don’t despair.

Content-focused business practices and process are relatively new and still evolving. I'm a real content marketing strategist at a heart, not at all a content strategist. So, I did find it difficult (and still do sometimes) to balance both: the creative, fun side of content creation and the focus on the goals and outcome of the content.

SEE ALSO: DESIGN FOR YOUR CLIENTS, NOT FOR YOU

You know in your heart that true valuable content is one that serves a specific purpose. You need to adapt your content not only to the business you are talking about but also to its goals. You need content to be more than just brilliant, you need it to effective. The Content Marketing Institute says that we need to talk about two types of jobs related to content: the content strategist and the content marketer

The difference between the two types of strategists, although a little hard to explain, it's quite easy to grasp.

For starters, they have different purposes:

  • Content Marketer Strategist - Content Oriented - makes great content, one that has the potential to go viral, makes editorial calendars like no one, knows exactly which tone to adapt to your business.
  • Content Strategist - Market Oriented - turns content into a business, values content based on the outcomes, on the KPI’S, the numbers, sales and if the workflow process that can be easily reproduced.

WHICH ONE DOES YOUR COMPANY NEEDS?

Ideally in a super company there will be room for the two roles.

However not being able to afford the two, there is only one thing to do: become them both.

If you are capable of playing the two roles, not only will this enrich your work as it will enrich your multitasking and develop your business sense.

This will be an asset for any agency or company. Improvement of the results is always a goal to strive for.

And think you'd be like a super power, you would emerge in the room and a theme song will start playing and someone would say in voice over: “THE MASTER OF CONTENT” or something like, I mean...don’t get carry away.

SEE ALSO:DESIGN FOR YOUR CLIENTS, NOT FOR YOU

Content Marketing: (some) Tips, Tools & Resources
— 2 min

From us to you that works in content creation and management daily,  here are some tools and tips to make your work flow easier!

Creating content isn’t always a walk in the park where the sun shines brighter than ever before. In fact, most of the times it feels like you’re trying to swim but the current keeps pushing to the opposite direction.

See also: Why having a content strategy matters

A great part of business and marketing is becoming more and more automated, but the content creation is still a very “manual” job.

Fear not! I have some tools and resources that might help you creating content much easier and maybe help you out flow the processes.

Google Webmaster Tools

google websmaster tools

So, new client in town and you’re trying to do SEO and keyword research, huh?

Google’s Webmaster Tools is a great help. You can check things like: number of indexed pages to your website or submit your website to Google so you’re getting crawled and indexed and it even gives you information about search queries that have a large volume of impressions but low click through rate (CTR).

If you compare the data to your other analytics data it can help you uncover some opportunities that may “stand you out from the crowd”.

Giphy

ciphy tools content marketing

Do you know that coworker that always find the perfect reaction gif for your social media post? Yeah, I’m (pretty) sure he finds it here.

Giphy has a Chrome extension completely free for you to use and abuse! You’ll be able to find the perfect reaction as quickly as your coworker. All you have to do is to open Chrome, search, choose the perfect GIF and drag and drop.

Heads-up! This is a tool that is always in constantly expanding support, so far it works on Gmail, Twitter, Facebook but who knows what’s the limit?

Canva

canva too content marketing

So, you're more of a visual content kind of person, but you need something quick and easy to manage, then Canva is just the right thing for you!

I know the time and the resources that takes to learn design or/and get inspired to create the most beautiful post that your client has ever seen and it’s even harder if you have a long list of to do’s standing right in front of you, but hey, Canva offers you an incredible amount of pre-made templates and assets that you can manipulate as you wish and add your own touch. The best part: it’s free!

Grammarly

content marketing grammar

Hey copy! Do you need a second or even a third look on your words?

Grammarly tracks every mistake you might have on your speech for social media and it even connects with them.

Blog Topic Generator

content marketing tips tools blog

When you need to write a blog post but you’re not sure on the title to get your creativity moving – try HubSpot’s Blog Topic Generator.

You only have to enter a few keywords that your blog focus on and it will give you a week’s worth topic ideas for you. It will give new points of view for topics you’ve written about before.

Design for your clients, not for you
— 3 min

Egos, clients and design. Wanna know our web designer’s opinions about the relationship between those three things?

Dear friend designer, I'm sure you've been through this.

SEE ALSO: WHY SHOULD WE WORK IN COLLABORATION WITH CLIENTS

As a designer, when I had a new project on the way, I fell in the trap of being “creative” and get right into photoshop pushing some pixels. In the meanwhile, I tried my best to make my work look as much great as I can. It was my goal to impress the client.

I was looking to get noticed and I thought that the thing that would get people’s attention was to build up a portfolio, but I was forgetting about the most important thing about design: it has solved real business problems as a way to improve people’s lives.

Since wasn’t noticing what I was missing out, as main result, I had to deal with unsatisfied clients. They would have a great looking website but at the same time a lack of user experience. Worse than that, I would put a lot of time and effort for...nothing.

As I was moving forward with my work, I’ve started to notice that design it’s not all about typography, colors and shapes - of course they play a big role in the design process, like defining if users will like or not - but we have to think about our final user.

We can have the most beautiful product - which people will enjoy - but have zero use for it, because they don’t know how to do it.

People make businesses grow - so if I wanted to change and grow as well, it was time to think about their problems (not mine, for once) and how could I solve them - this was the first step to get rid of my ego.

At the end of the day, you should provide services that solve people’s problems and make their life easier. Being honest, they’re paying us to do it, so the best we can do is to do it properly!

That’s why at Vitamina we are refining our design process.

DESIGN PROCESS

This design process was created to improve the communication between the team and the client and it’s divided into 5 steps - Discover, Explain, Ideate, Prototype and Test:

So, first of all, we try to get as much information as we can from our clients:

  • Which type of business are they in?
  • Which problem are we trying to solve?
  • Who will be our final users?
  • What can we do in order to make their life easier?
  • In which context will they use the product that we are creating?

These are all questions we have to ask ourselves every time we start a new project. It will help us to get as much context and information as we can.

Get on your client’s shoes and make sure you both are on the same page.

With all the information, you will have a better understanding of the problem, and you will be able to find a better solution.

WHY IS IT IMPORTANT?

Thinking about our client will help us to understand them. If we want to find a way to get valuable we have to provide value to others.

SEE ALSO: WHY SHOULD WE WORK IN COLLABORATION WITH CLIENTS

When we create something thinking about who is on the other side while we blend the client in the process - our solution will increase user experience.

Ultimately, it is a win-win situation. Clients pay us to solve problems, to work with them and care about their concerns, not just to build up beautiful products, it will help us go further and create a better relationship for both ways.

Why should we work in collaboration with clients?
— 3 min

Our web designer, Rui Bogas, has a really strong opinion about how you should bond with your clients. See if you agree!Clients are not evil, they are just taking care of their business.SEE ALSO: DESIGN FOR YOUR CLIENTS, NOT FOR YOU

Every time we start a new project, we have to put ourselves in other people’s shoes in order to understand what are their main concerns and find a way to solve their problems, but there’s a thing that we seem to forget sometimes and we seem to be most afraid of (even more than our final users). I’m talking about clients.

Of course there are all kinds of clients all over the world, but why do we feel afraid of them most of the times? In a matter of fact, they run their business and they want to succeed. But just like the steps we take to discover what our user wants, why don’t we force ourselves to understand our clients deeper and build a better relationship with them? What if we were in the same situation as them? What would be our needs? What do we value and we would like to see in other companies that we work with? How can I trust in those companies?

These are some important questions, but there’s a lot more that we need to ask in order to put ourselves in their shoes. If we were on their side, I’m sure we would do the same thing.

Why to put ourselves in their shoes?

First of all, we need to meet our clients and get to know them as much as possible. What does he like? What’s the most important  for him?

Then we can think about some questions like: What does he really want to do? What’s the work all about? Why would he even think about that? Why not? How can it benefit his business? And so on…

Getting to know the client can be extremely powerful and that’s when they start to feel confident about us. It’s a great way to introduce ourselves and show him how do we work and which are the procedures. Here’s where our key point comes in! What about if instead of only showing him what we do, we integrate him in the work process in order to work towards the same goal?

That way it will help us understand his point of view and he will understand our way of work, experiencing working along with us.

Here at Vitamina., we are starting to do that and the results are showing. The only way to improve our work and deliver a product that solves real problems is through collaboration with clients and there’s nobody that understand their business better than themselves and at the same time, we are “designing for our client, not for us.”

The main advantages of working together

Working together with our clients will help us building a better and healthier relationship between us, we will be able to fulfill their needs, so that we can create more opportunities to work with them in the future.

Together, we can create better products with a better user experience, that solve real problems for every user's needs.

This is not an easy task, because every client is different, but with a lot of practice we start to get some results and provide more value for our clients, only this way we can be valuable.

SEE ALSO: DESIGN FOR YOUR CLIENTS, NOT FOR YOU

Rework: A marketer’s review
— 2 min

Why should I read Rework?

This book entered my reading list by chance and here’s what I have learned from this start-up’s bible.

Why should I read Rework?

This book entered my reading list by chance and here’s what I have learned from this start-up’s bible.

SET UP

The question in my mind for a good 2 days while I was letting this book sit there on my coffee table was: Why should I read it?

I’m not starting my own business or managing a team, I’m between jobs leaving a company that I love which couldn’t love me in return for a job in the stressful world of a digital agency. And so, I felt that there were more accurate books that would be more helpful in that moment.

However, one day (while I quickly ran out of other things to do - that were sooo major) I started reading the first paragraph in the book. And two weeks later, I had devoured the whole thing.

SEE ALSO: Why having a content strategy matters?

THE HOOK

Rework is all about asking the right questions. Although, you might think that does not apply to you, it does. If you are part of an industry, of a company, if you are a CEO, a freelancer or an intern you should read this book.

Rework makes you think about your behavior in the workplace and questions your attitude towards different problems. The solutions might not be what you are looking for but what’s key is the crucial questions it raises.

MUNDANE CONCLUSIONS

Business plans are trash, long meetings are the plague, the phrase “long-term strategy” means nothing and the ideal work week has between 10 and 40 hours in it. Yep. You read that right.

The authors live by the premises in the book, it’s their guide and has help them found a small company that every year makes millions of dollars which is 37 signals.

Here’s my take away from their philosophy:

  • Develop something that you would want to use on your daily life.
  • Start with something that could solve your personal problems or your work problems.
  • Focus on doing one thing right.
  • Failure it’s not a premise for success, learning from mistake is overrated.
  • Problems usually have simple solutions.
  • Don’t sweat more than you have to. You usually know what the consequences are, deal with them. Be open, humble and transparent.
  • Meetings are toxic.
  • If a meeting is mandatory then something concrete must come out of it.
  • The time to launch is now not later.
  • An ideal setting is never going to happen. Find out soon rather than later if your idea works.
  • Before hiring for a specific area, do the job yourself.
  • Then you know what works and what to expect from your employee.

SEE ALSO: Why having a content strategy matters? Rework preaches what worked for the authors: a revolutionary work philosophy that focuses on personal satisfaction, productivity and the pursuit of an ideal.

It’s up to you to take away the conclusions that might really work for you.