Video isn’t just a marketing ‘nice-to-have’. It’s where your audience is hanging out, scrolling, and making decisions. And yet, shockingly, half of businesses aren’t using video properly right now.
That’s a huge opportunity for you to get noticed, stand out, and actually connect with people in a way that static posts, images, or text just can’t match.
Where you start depends on your business and current strategy. But it’s clear that the people who lean in now, experiment, and use video smartly are the ones that will grab attention, build trust, and turn casual viewers into loyal fans.
Video isn’t just ‘content’, it’s a powerhouse for growth – especially for personal brands.
Why is video content good for your business?
Adopting a video-first strategy is one of the most efficient and impactful ways to market your business. By leading with video, you’re creating a single piece of content that can be repurposed across multiple channels, from blogs and podcasts to social posts and email campaigns.
But beyond efficiency, video helps you connect with your audience on a deeper level and build real trust over time. And we’ve got evidence to back this up.
When asked, ‘Have you ever watched a video that influenced a buying decision?’ 91% of survey participants said yes. And 93% said they’d find a video helpful when researching a significant decision.
Do you have video content guiding your customer journey? Or are they watching the competition?
Here’s what else makes video so valuable within your marketing strategy:
- Authentic connection
Your audience gets to see the real people behind the brand, the expressions, the tone, and the personality. And real is what builds connection. - Creative storytelling
Video opens up new ways to share your ideas and experiences, making your message more memorable and engaging. - Trust and authority
Showing up consistently on camera positions you as an expert in your field, helping your audience feel confident choosing you over the competition. - Meeting people where they are
Most online platforms prioritise video, and it’s how many people prefer to learn and engage with content. - Actionable insights
Every view, comment, and interaction provides valuable data you can use to refine your marketing, increase engagement, and spark new ideas for products or services.
- Authentic connection
Understanding the trends and best practices in video for 2026 can help you make smarter, more impactful choices.
Here are 10 trends to consider as you’re planning Q1’s video content strategy:
Trend 1: AI tools to make the production process more efficient
One of the biggest barriers to a video-first strategy is time. 40% of our respondents said it’s the main thing holding them back from creating more content. With 48% of people taking at least an hour to go from idea to publication of one video, it’s easy to see why.
26% take over 2 hours. For ONE video! That’s not sustainable if you want to hit an optimal ‘multiple times a week’ publishing schedule.
Filming, editing, writing scripts, optimising for different platforms – it all adds up. That’s where AI tools can make a huge difference. They can remove the time-suck from some of the most repetitive parts of the production process, especially editing and scriptwriting.
- You can generate outlines, structure your talking points, or even create draft scripts to refine in your own voice.
- When it comes to editing, AI tools can handle the fiddly stuff like syncing audio, cleaning dialogue, or applying basic colour grading.
This frees you (or your editor) up to focus on the creative direction and storytelling that actually make your videos stand out.
And it’s not just about production. You can also use AI to analyse what’s working. Track metrics like view duration, scroll-stop rates, and percentage watched to see which parts of your videos are holding attention. These data insights keep you in a constant “tweak and improve” loop. Building in constant refinement helps you grab and keep attention over the long term.
But 47% of people aren’t using any AI tools at all for their video content production. And 11% of them aren’t planning to. This is because people feel that they don’t know how to use it for video (54%) and 27% said it’s still too time-consuming.
A massive 47% of people said that the one thing that would make them more likely to publish video content consistently is having easier tools and tech. For next year, it’s worth finding the video content tech stack best suited to your needs.
Pro tip:
AI tools aren’t replacing the crucial role of video editors. Humans are still needed to bring the nuance, pacing, and brand consistency that can’t be replicated. AI tools simply handle the repetitive, technical tasks so you can spend more time on creating content that looks, feels, and sounds like you.
Trend 2. Short-form and vertical video content
Short-form vertical video isn’t a new trend; it’s how most people are consuming content right now, and it’s only getting bigger.
TikTok, Instagram Reels, LinkedIn, and YouTube Shorts attract huge amounts of attention and, if your business isn’t there, you’re leaving opportunities on the table.
The rule? Hit fast, deliver value.
These videos don’t need to be long or polished, but they need to grab attention in seconds. Quick tips, behind-the-scenes insights, or bold ideas that stop scrollers in their tracks work best. Clarity and authenticity always win.
Mobile-first, short-form vertical video isn’t going away. It’s where your audience is, and it’s how they decide who to follow, trust, and buy from.
Pro tip:
Don’t think of each short-form video as a single entity. Plan using a video-first strategy that starts with a long-form video. This becomes the springboard for multiple short-form videos, blogs, social media posts, and whatever other assets you need.
Trend 3: Behind-the-scenes video content
People are naturally curious. Who doesn’t love a cheeky peek behind the curtain?! That’s why behind-the-scenes video works so well – it taps into our nosy side and builds a real emotional connection.
Showing how things are made, sharing parts of your process, or giving a glimpse of your team at work doesn’t ‘create authenticity’, it is authentic! This isn’t the polished, game face version of your brand; it’s the real, human side that people connect with through the screen.
Even in B2B, behind-the-scenes content lands. It’s a chance to show the expertise, care, and thought that goes into what you do while building trust, credibility, and a sense of familiarity that makes your audience feel closer to your brand.
Pro tip:
Don’t hide the process. People want to see it. The mess, the brainstorming, the laughs, the mistakes… they make your brand human, relatable, and memorable.
Trend 4: Livestreamed videos
Livestreaming is as real as it gets. No filters, no fancy edits, just you and your audience connecting in real time.
Whether it’s a webinar, a Q&A, a behind-the-scenes tour, or a product launch, going live gives your content a sense of immediacy that polished videos can’t match.
(Brace yourself for the overused, giving the ick, ‘authenticity’ word again.)
The magic of livestreaming is in its authenticity. Things don’t have to be perfect, and that’s what makes it engaging. People love the “right now” energy, and being able to comment, ask questions, and get instant answers makes them feel genuinely part of the moment.
Livestreaming builds trust fast. It shows confidence, transparency, and personality – all while giving your audience a reason to stick around and interact with you directly.
Pro tip:
Don’t worry about small mistakes when you’re on camera – that’s what keeps it real. Focus on connection, not perfection.
Trend 5: Gamification
Want people to actually engage with your videos? Make it fun! Gamification adds a layer of interactivity that turns passive viewers into active participants. Actual ‘engagement.’
Think of quick, creative formats like estate agents doing a 60-second house tour, or fashion brands showing how to style an outfit. It’s storytelling with a twist – interactive, fast-paced, and designed to keep people watching.
You can use the same approach in your business. Try adding polls, quizzes, or short explainer challenges that invite viewers to take part, make a choice, or test their knowledge. These small, playful touches make your content more memorable and boost engagement far beyond standard video.
It’s about creating interaction with your audience, not just giving them something to passively watch.
Pro tip:
Ask yourself, ‘How could we make this a game?’ The answer might be simpler (and more powerful) than you think.
Trend 6. User-generated video content
User-generated content (UGC) is marketing gold – it’s real people sharing their experiences with your brand. When your audience creates videos mentioning your products, services, or just how awesome you are, it’s instant social proof that no ad can match.
Encourage your community to get involved. Comment on their posts, reshare their videos, and celebrate the people who are already shouting about you. That simple recognition goes a long way in building loyalty, and it shows everyone else that real people love what you do.
Pro tip:
Looking ahead, UGC is only getting bigger in 2026. Audiences trust other consumers more than polished brand content, and platforms are starting to prioritise this kind of genuine, creator-style video. The takeaway? Make it easy (and fun) for your customers to get involved.
Trend 7: Personalisation in video
Personalised video is more attention-grabbing than a generic video. Sounds obvious, but how are you targeting your video content to your different audience segments?
In 2026, big brands will increasingly move away from a one-size-fits-all corporate clip. Instead, they’ll create multiple versions of a core video, each tailored to a different audience. Not just swapping out names on the screen, but fine-tuning graphics, voiceovers, storylines, and even pacing based on what each audience group responds to best.
Here’s what personalised video looks like in action:
- A travel company producing one video for adventure seekers, another for family holidaymakers, and a third for luxury travellers – each highlighting different destinations, activities, and experiences.
- A fitness brand creating separate videos for beginners, seasoned athletes, and seniors, showcasing workouts, tips, and products that resonate with each group.
- An e-learning platform tailoring content for students, professionals upskilling, and corporate clients, with examples, pacing, and visuals specific to each audience.
Pro tip:
Thanks to AI-powered video editing tools, scaling this level of customisation will become more practical and cost-effective – even for those with smaller budgets. How can you tweak your planned content to better speak to your different ICPs?
Trend 8: Augmented and virtual reality videos
Augmented reality (AR) and virtual reality (VR) are becoming genuinely accessible tools for businesses and brands. Think fashion brands letting customers try on outfits virtually, or furniture companies letting buyers see how a sofa fits in their living room before they commit.
And it’s not just for B2C. In B2B, AR and VR can transform demos, training, and presentations.
Imagine equipment manufacturers giving clients a virtual walkthrough of machinery, or architects letting investors explore a building before it’s even built. These immersive experiences make complex products easier to understand, reduce risk, and give your audience a “wow” moment they won’t forget.
AR and VR aren’t just a shiny gimmick. They’re tools to create interactive, memorable, and high-impact experiences that put your audience in the driver’s seat.
Pro tip:
Start small. Even a single virtual try-on, demo, or immersive walkthrough can make your brand really stand out, especially if you’re the only one in your market that’s doing it!
Trend 9: 3D animation and visual effects
If you want your videos to stand out, stick around in someone’s mind, and feel high‑impact, then 3D animation and visual effects (VFX) are your secret weapons.
Whether you’re enhancing live‑action footage or going full‑CGI, these tools help you tell richer stories, make abstract ideas visible, and create something people actually remember.
Why this matters:
- It elevates boring visuals into something memorable.
- It lets you visualise the un‑filmable like internal mechanisms, futuristic worlds, product features that live‑action can’t easily capture.
- It adds polish and storytelling depth
- And when you combine live‑action with 3D/VFX, you get the best of both worlds: real people, real environments, plus imagination and visual impact.
If your business has something technical, complex, or visually rich but hard to film, try using 3D/VFX to explain or dramatise. Then pair it with a live‑action segment that makes it feel human and relatable.
Pro tip:
Don’t overdo it. 3D animation and VFX are powerful, but if you pile on effects that don’t serve the story, you risk distracting or confusing your audience. There’s a real move to simpler video editing, with more light-touch effects that give gentle accents and highlights.
Avoid cluttered visuals, unrealistic physics, or fancy moves that don’t highlight your key message. Remember, every effect should have a purpose. Just because you can, doesn’t mean you should!
Trend 10: Long-form videos for building loyalty
Short-form grabs attention, but long-form builds loyalty. Starting with a video-first strategy is also the smartest way to work. One well-crafted long-form video can be the backbone of your entire content plan. Film it once, and you’ve got a library of clips for social, email, ads, or even presentations.
Think of it like this: short clips are the bait and long-form reels them in. The same story can be sliced, trimmed, and repurposed across channels, keeping your messaging consistent while saving time and resources. You’re capturing attention at every level, from a quick scroll to a deep dive, without creating extra content from scratch.
Pro tip:
AThinking about video strategically ensures that your business goals are embedded in your whole content plan. 42% said that the main goal for their video content was lead generation. What’s yours?
Are you ‘video ready’? You don’t have to do it all yourself!
You need to get the right mindset and processes in place so you can power your 2026 business growth with a strategic video content plan.
Key things to remember:
- Don’t try to do everything at once. Test, tweak and improve one new thing until you’re happy with the results. Then add the next thing.
- Don’t overthink it – with video, prolific beats perfect!
- Focus on quality storytelling
- Plan for repurposing from the start
- Let video drive your strategy
And if you’re totally overwhelmed? Or stuck on one thing? We’re here.
At Jammy Digital, our specialism is helping people like you get leads and sales from your video content strategy. So, if you need a hand, get in touch and book a free call.
