This study examines the effectiveness of video marketing in the field of online tourism, focusing on its influence on brand trust and customers’ purchase intention. Conducted in the city of Shiraz, the research employs a descriptive–survey method to analyze data collected from 384 domestic tourists through a structured questionnaire. In the conceptual model, video marketing is evaluated based on three key content attributes: informative, entertaining, and persuasive. The findings reveal a multilayered relationship between these content characteristics and the perceived value of video marketing. Specifically, the data analysis indicates a significant and positive relationship for the informative and persuasive components. This suggests that videos offering useful information or presenting convincing arguments are perceived as more valuable by potential tourists. In contrast, the entertainment attribute does not demonstrate a statistically significant positive relationship with marketing value. In other words, entertainment alone is insufficient to create perceived value in this context. Furthermore, the study shows that the overall value derived from video marketing exerts a direct and positive effect on two critical business outcomes: it strengthens brand trust and increases customers’ purchase intention. The results highlight video marketing as a powerful tool for influencing tourist behavior and fostering trust, although its success depends on the strategic design of content. Based on these findings, it is recommended that tourism businesses focus their video production on creating content that is clear, information-rich, and persuasive rather than relying solely on entertainment. Such an approach can help shape a positive destination image, respond more effectively to tourists’ informational needs, and ultimately improve success in attracting and retaining customers.