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Video remains one of the most powerful tools in digital marketing. It quickly conveys emotions, simplifies complex messages, and works effectively on any platform. But as always, AI is changing everything, so we need to adapt.
Today, video is a tool for interaction, personalization, and building trust. So, let’s take note of the important video marketing trends in 2026 so we don’t fall behind.
YouTube and TikTok have long gone beyond entertainment. Today, they are full-fledged information hubs that form some of the most valuable data arrays for multimodal AI systems. Algorithms analyze videos not only by subtitles or descriptions, but also by metadata and, more importantly, by audience behavior.
Comments, likes, shares, and even pauses in viewing provide an accurate picture of user sentiment, new trends, and requests that have not yet been met by the market. In essence, it is a live map of consumer interests in real time.
The ability of AI to process such volumes of data on a large scale has already become a turning point for marketing. Brands receive not abstract insights, but practical signals for personalizing content, more accurate communication, and building stronger connections with their audience.
Don’t create chaotic posts, but rather repeatable series. The serial format takes half the pain out of production, simplifies analytics, and helps your audience recognize your content faster. People are more likely to watch something they are already familiar with in terms of logic and rhythm.
Here are a few formats that work consistently and are easy to scale:
30–45 seconds, one clear insight without fluff. Ideal for expert content.
45–90 seconds, product in action. No unnecessary words, through practice and a real-life usage scenario.
Up to 30 seconds, a sharp hook and a quick reversal of expectations. Works well in a feed.
15–45 seconds with a striking visual effect. Minimum text, maximum result.
A separate note about hooks. Treat them as KPIs, not as creative experiments. Track 2-second and 3-second views, as well as total watch time depending on the type of hook. If a certain structure works, don’t look for a new one. Scale what already works. This is how stable video strategies are built in 2026, not one-off hits.
Artificial intelligence is changing not only how brands analyze video, but also how they create it. AI is already taking on scripts, editing, adapting clips for different audiences, and localization. For businesses, this means lower production costs and higher content relevance.
The message becomes more coherent, consistent, and accurate for a specific user.
According to forecasts, by 2026, about 75% of marketing videos will be created with the help of AI. This is not a temporary trend, but a structural change in the approach to creativity. Algorithms allow for scaling personalization, where dozens of versions are created from a single video based on the interests, geography, or behavior of the audience. And this is where the chance of conversion increases dramatically.
This approach works particularly well in retail, education, and medicine. Brands are able to enhance their emotional impact without losing effectiveness and control over processes. The key challenge is balance. Technological speed must go hand in hand with human authenticity. Data, storytelling, and automation must work together so that the video does not look generated but feels personal.
Start with a simple and rational approach. Use AI primarily for routine and “boring” tasks. Drafts, cutting, sound cleaning, basic editing, formatting for platforms. All of this can and should be automated. But the brand’s voice, creative direction, and final decisions must remain in human hands.
To prevent AI from depersonalizing content, implement a mandatory quality checklist for every video created with algorithms.
Ask yourself before publishing:
This filter allows you to use the speed of AI without losing authenticity. In 2026, the winners will not be those who simply generate more videos, but those who know how to combine technology with a human sense of quality.
Video is quickly becoming a direct action channel. Shoppable formats allow users to interact with products, respond to surveys, or make purchases without leaving the content. Platforms like TikTok Shop are setting the pace here and effectively blurring the line between viewing and transaction.
This format combines visual inspiration with instant purchase, making it one of the most powerful tools for conversion. The user does not “warm up” somewhere outside the video. The entire funnel, from emotion to action, takes place on one screen.
Interactive video gives brands another important advantage: deep behavioral analytics. Every click, pause, or interaction is converted into data for optimizing the sales funnel. In fashion, beauty, and travel, this format creates an immersive effect where emotion works hand in hand with functionality. Marketing is gradually moving beyond storytelling and into a mode of active interaction with the audience.
Content is changing faster than production processes can keep up. The predictions are clear: user-generated content, including AI-generated material, will soon surpass professionally shot videos in volume.
UGC is not going anywhere and remains the basis of trust. But AI-generated content provides what was previously lacking: speed and scale. It meets the need for a large amount of material, although it often falls short of live video in terms of emotional connection. This is where the most disruptive trend of recent years comes into play: AI-UGC.
This is a hybrid approach that combines the authenticity of user-generated video with the scalability of artificial intelligence. A regular UGC clip can be quickly optimized, subtitled, and adapted to different languages or platforms without having to reshoot the content from scratch. For brands, this means the ability to increase reach, virality, and impact with just a few clicks, without serious investment in production.
AI-UGC is effectively setting a new standard. Content remains alive and authentic, but at the same time works according to the laws of efficiency and scale. And it is in this combination that the future of content marketing lies today.
Start simple. Build your own UGC process so that it can be repeated week after week.
Don’t leave anything that has proven effective in organic content. Scale it up. Use these videos in paid advertising, on landing pages, and in communications.
And separately about reviews. Treat them as performance assets. A strong testimonial works on two fronts. It builds trust in organic channels and at the same time pushes for conversion when placed next to a clear CTA. In 2026, it will no longer be an addition to marketing, but its foundation.
Video marketing is in a state of constant growth and rethinking. The pace of content consumption, smart automation, and the demand for authenticity are shaping a format that is constantly adapting to user behavior. The winners will be those brands that know how to combine human creativity, technology, and sensitivity to narrative. This is how trust is built and long-term relevance emerges.
The main challenge remains the same. You need to speak to people in the language of stories that inspire, explain, and motivate action. In this sense, video, regardless of format or platform, remains the most direct and powerful channel for establishing this connection.