Brands started to use video on their site because people suggested it helps search ranking. That's another discussion. But this year I believe a lot of brands will start to use video in an entertaining way. Real brands, real people, real views, real footage. Customers buy from people and it's important to get personality across. Bespoke video footage is a great way of doing this and engaging with the end user in a friendly manner.
This footage can then be used on a website or cut into snippets for social media which reaches a whole new audience they may have not been targeting before.