Video Marketing in 2026: How to Make It Work

If you spend any time online, you’ve probably noticed just how much of it is video now. Scroll through Instagram or TikTok after work and it’s wall-to-wall clips. Even LinkedIn, once the home of dry posts and long articles, is filled with short videos and explainers. That shift isn’t slowing down. By 2026, video is expected to make up more than 80 percent of all internet traffic, and people are averaging close to two hours a day watching it.

So what does that mean for your business? Pretty simple: if you’re not using video marketing services yet, you’re behind. And if you are using them, the question is whether you’re using them well enough to stand out.

Why Video Has Become the Default

People like video because it’s quick and easy. It tells a story faster than text. You don’t need to scroll through paragraphs to get the point. That’s why studies keep showing the same trend: viewers engage more with video than with images or plain text.

For businesses, this isn’t just about keeping up appearances. Marketers report that video delivers one of the highest returns of any content type. In fact, 93% of marketers say video has brought them positive ROI in 2025, the highest that number’s ever been. For context, that’s stronger than what most see from social media campaigns or email alone.

What Video Marketing Actually Does for a Business

Here’s what video helps with:

• Getting noticed. A short video can reach more people, especially when it’s shared or recommended by an algorithm.
• Creating connection. Video feels personal. You hear a voice, see a face, or watch a product in action. That builds trust.
• Driving action. A landing page with a video almost always converts better than one without. People see it, they get it, they click.
• Boosting SEO. Google likes pages where people stick around, and videos keep people on your site longer. Pairing video with your SEO strategy helps you climb the rankings even faster.

And those benefits add up. More visibility, more traffic, more leads.

The State of Video for 2026

Here are a few numbers that paint the picture right now:

• 89% of businesses say they’re using video in marketing. Almost all of the rest plan to start this year.
• The sweet spot for length is between 30 seconds and 2 minutes. Long enough to make a point, short enough to keep attention.
• Live-action is still the most common style (about half of all videos), but animation and screen-recording have grown because they’re flexible and affordable.
• Budgets are shifting too. Fewer than 5% of companies are cutting back on video spend for 2026. More than half are spending more.

Bottom line: video isn’t some side project anymore. It’s the centerpiece.

How to Build a Strategy That Works

It’s easy to make a video. It’s harder to make one that moves the needle. Here are a few things to think about before hitting record:

1. Start with a clear goal. Are you trying to get your brand in front of more people? Teach prospects how to use your product? Push visitors to buy? The goal shapes everything else.
2. Know who you’re talking to. A TikTok video for college students looks nothing like a LinkedIn video for CFOs. Different tone, different length, different platform.
3. Don’t overcomplicate production. Good lighting, clear sound, and a simple message go a long way. You don’t need a massive budget to look professional.
4. Mix it up. Short reels, explainer videos, customer testimonials, webinars. Different formats keep your audience interested. Check out our blog on creating content that converts for more ideas.
5. Always add a call to action. Don’t assume viewers know what you want them to do. Tell them directly: click, subscribe, buy, visit.
6. Track the results. Use analytics. Look at watch times, drop-off points, clicks. Then adjust. Video marketing isn’t one-and-done. It’s ongoing.

Common Mistakes to Avoid

• Posting the exact same video everywhere. A vertical clip built for TikTok isn’t going to look right on YouTube.
• Ignoring captions. Most people watch with the sound off, especially on mobile.
• Taking too long to get to the point. If you don’t hook viewers in the first few seconds, they’ll scroll.
• Forgetting mobile users. The majority of views are on phones, so think vertical.
• Skipping integration. Video works best when tied into a bigger digital marketing strategy, not left to stand alone.

Where to Go From Here

If you’re just starting, begin small. A short product video or customer testimonial is a good entry point. If you’re already doing video, step back and ask whether your strategy lines up with what people are actually watching. Are your videos short enough? Are they on the right platforms? Are you learning from the data?

The businesses that win with video aren’t the ones with the biggest budgets. They’re the ones that keep experimenting, pay attention to their audience, and tell stories that feel real.

Don’t forget consistency. A single video might get lucky. A steady stream of quality content, over time, is what actually builds awareness and trust. For more on staying consistent, you can read our post on long-term SEO success.

Written ByDavid Murphy

David Murphy is a writer who specializes in search engine optimization, website design, and information technology. With over 10 years of experience working in the tech industry, he provides practical tips and advice to help small businesses and entrepreneurs improve their online presence. David has authored numerous articles and eBooks on topics like increasing website traffic, speeding up load times, and integrating analytics. His passion lies in making complex technical subjects easy for the average reader to understand. When he's not writing or researching the latest in SEO and web development, David enjoys hiking, camping, and exploring the great outdoors near his home..