Online video isn’t shiny and new anymore. Chances are you’ve been using it in your marketing, through campaigns, social media, and maybe even on YouTube for years.

What’s changed is how central video has become to the customer journey. More than ever, people turn to (and expect) video to research products, build trust in brands, and decide which companies deserve their attention and loyalty.

In 2026, video represents a huge opportunity for growth and for you to build trust in a world full of uncertainty. And for consumer brands, YouTube is where that growth really gets to stretch its legs.

In this article, we’ll unpack why video marketing is essential for consumer brands this year and how to make it work for you on YouTube.

Why video is a powerful marketing tool

Ten years ago only 60% of companies had video in their marketing mix, mostly using polished campaigns and paid ads to chase reach or campaign moments. In 2026, the landscape has shifted dramatically: 90% of companies now use video to influence decisions, build loyalty, and drive engagement with content.

Consumer behaviour reflects this shift. With 92% of internet users worldwide watching digital videos every week people now actively seek your brands video content to:

Decide if a product actually works for them
Compare alternatives
Build confidence before clicking buy
Choose which brands they enjoy following
Buy into a brands community

As a result, both short-form and long-form videos are booming, with YouTube Shorts alone bringing in 200 billion daily views. Audiences want to discover, learn, and connect with your brand at scale, and video is now a key driver of engagement, trust, and conversions across the customer journey.

5 advantages of video marketing in 2026

As more and more people watch video content, video marketing is a tool that can transform how your brand engages with customers, drives sales, and builds lasting loyalty. Here are seven key advantages that make video important for consumer brands in 2026:

Unmatched engagement & attention

Video holds attention longer than static content, making viewers more receptive to your message. A well-crafted video keeps a viewer watching for minutes - allowing your story, brand values, and product benefits to sink in.

2. Builds trust & authenticity

We’re in a time when audiences want to see the people behind the brand. Seeing faces, hearing voices, and witnessing real stories fosters credibility, transparency, and familiarity. Whether you showcase behind-the-scenes content, or brand stories you’ll see higher engagement and stronger loyalty because audiences connect with real people.

3. Drives sales

Videos directly increase brand awareness, website traffic, and conversions. In fact, 83% of video marketers report that video directly increases sales, and 82% say it delivers a strong ROI. Shoppable video, tutorial content, and product demos make it easier for customers to understand and trust your product, ultimately influencing purchase decisions.

4. Boosts SEO & discoverability

Videos dramatically improve search visibility. YouTube videos, for example, are 200x more likely to be cited in AI-generated answers than other video platforms. Posting content that addresses the exact questions your audience searches for ensures your brand shows up when it matters most.

Find out how to optimise your video content for SEO

5. Supports the entire customer journey

From awareness to purchase, video explains, demonstrates, and reassures at every stage of the funnel. Educational content can introduce your brand, comparison videos help viewers make informed decisions, and tutorials or unboxing videos reinforce trust post-purchase.

Taken together, these advantages show why video is a core driver of growth, engagement, and brand loyalty that can impact every stage of the customer journey. But having great video content is only half the battle. Where you publish it matters just as much as the content itself.

Why YouTube is the platform for your video marketing

Not all video platforms are built for the same growth. Some are brilliant for quick spikes. Some are great for trends that disappear faster than the office milk. Few compare to the power of YouTube - a search engine, discovery and scrolling platform, and streaming service all in one.

With over 2.7 billion logged-in monthly users worldwide, and being favoured in search results YouTube is a goldmine if you're aiming to reach a diverse audience. Over 90% of users discover new brands there and marketers agree that it’s the most effective video marketing channel in 2026, here’s why:

YouTube gives you:

Search visibility

Unlike other platforms, YouTube exists in an ecosystem outside of the platform. Your videos can appear exactly where people are looking for answers, whether that’s in search results, AI platforms, or their feeds.

Evergreen value

Unlike fleeting social trends, YouTube’s visibility across search means videos can keep performing months and years later, delivering a long-term return on content investment.

Short and long-form together

Short-form content drives discovery, while long-form videos build deeper connections. On YouTube, both feed the same ecosystem, maximising reach and engagement.

Clear data to optimise what actually drives results

YouTube provides robust data through its YouTube Studio, allowing you to see what drives watch time, retention, and conversions.

YouTube allows you to build an audience, a library of content, and a channel people return to again and again, with content that is helpful, entertaining and inspiring.

Conclusion

In 2026, video is central to how consumers discover, evaluate, and choose brands. YouTube offers a unique opportunity to reach audiences at every stage of the buying journey, build trust, and create content that keeps people coming back. By thinking like a creator, balancing short-form and long-form content, and optimising for discovery, your brand can turn videos into a long-term growth engine.

Ready to make video work harder for you in 2026?

If you’re serious about building a video marketing strategy on YouTube that drives brand growth, get in touch!

Video Marketing FAQs

1. Why is video marketing important for consumer brands in 2026?

Consumers now use video to research, compare, and build trust before buying. Video drives higher engagement, stronger conversions, and long-term brand loyalty.

2. Why should brands focus on YouTube instead of other platforms?

YouTube offers search visibility, evergreen reach, and long-term growth, unlike trend-led platforms where content quickly disappears.

3. What types of video marketing content perform best for consumer brands?

Educational videos, product demos, tutorials, and problem-solving content perform best for SEO. But, you should also use it as an opportunity to tell your brand story, build community and encourage long-term loyalty.