Yes. Short-form video is still the highest-ROI content format in 2026: 49% of marketers in HubSpot's State of Marketing report rank it first, well ahead of long-form video (29%). But the bar is higher. Fewer marketers report good video ROI than last year, and audiences increasingly reward real people and real places over polished or AI-generated footage.
- Short-form video is the top ROI-driving content format for 49% of marketers, versus 29% for long-form video and 25% for live video (HubSpot, 2026).
- 91% of businesses use video, but the share reporting good ROI fell to 82%, down 11 points from 2025 (Wyzowl, 2026).
- 73% of consumers say they'd be less likely to trust an ad they suspect was made with AI (Harris Poll, 2026), a strong argument for real faces and real footage.
- Wistia's analysis of 13+ million videos shows more than a third of teams now use AI in video creation, mostly in pre-production.
Is short-form video still the best-performing content format?
Yes, by a wide margin. HubSpot's 2026 State of Marketing report asked marketers which content formats drive the highest ROI. Short-form video led with 49%. Long-form video came second at 29%, and live-streaming third at 25%. Video overall is near-universal: 93% of marketers call it an important part of their strategy, and 37% plan to increase video investment this year.
Short-form video is marketers' #1 ROI format
Share of marketers naming each format among their top ROI drivers
View the data
| Content format | Share of marketers |
|---|---|
| Short-form video | 49% |
| Long-form video | 29% |
| Live-streaming video | 25% |
Why are fewer businesses happy with their video ROI?
Because everyone is making video now, and average video doesn't stand out. Wyzowl's 2026 survey found 91% of businesses use video marketing, yet the share reporting good ROI dropped from 93% to 82% in a year. Wistia's 2026 State of Video report, built on more than 13 million videos, points to related problems: budgets are flattening, with almost half of teams holding spend steady, and a lot of video goes under-promoted after it's published.
The lesson isn't "make less video." It's make video with a purpose, and distribute it on purpose.
More video, but fewer happy video marketers
Share of video marketers who say video gives them a good ROI
View the data
| Measure | 2025 | 2026 |
|---|---|---|
| Video marketers reporting good ROI | 93% | 82% |
Should small businesses use AI to make videos?
Use AI behind the camera, not in front of it. More than a third of teams in Wistia's research use AI in video creation, mostly for pre-production: scripting, shot lists, captions and editing. That's a smart use.
Faces are different. A 2026 study from The Harris Poll, the 4As and Infillion found:
- 73% of consumers would be less likely to trust an ad they suspected was made with AI.
- 63% would be less likely to buy from a brand using AI-generated ads.
- 78% say AI makes ads feel less authentic.
For a local business, your biggest video asset is something AI can't fake: your actual team, your actual space and your actual customers.
73%
would be less likely to trust an ad they suspect was made with AI
Harris Poll / 4As / Infillion, 2026
91%
of businesses now use video marketing
Wyzowl, 2026
1 in 3+
video teams use AI in creation, mostly in pre-production
Wistia, 2026
What should a short-form video for a local business include?
One idea, real people, and a clear next step, in under a minute. Here's a simple structure we use when producing short-form video for clients:
Anatomy of a 30-second local business video
A simple, repeatable structure
Hook. Lead with the problem, the question or the result. No logo intro.
Show, don't tell. Real people, real place, real work. This is your trust builder.
Payoff. Deliver one useful takeaway the viewer can remember.
One next step. A single, specific call to action.
Make it findable. Captions for mute viewers; keywords so social search can surface it.
Which platforms should you post short-form video on?
Where your customers already scroll, and where they search. Among marketers in HubSpot's 2026 report, Instagram (70%) and Facebook (69.6%) remain the most-used social platforms, with TikTok at 57%; 32% of marketers say TikTok consistently delivers their highest ROI. YouTube is the most-used video platform overall at 82% (Wyzowl).
Our practical recommendation: produce once, publish natively everywhere it fits. Shoot vertical, add burned-in captions (most people watch on mute), and post the same core video as an Instagram Reel, a TikTok, a YouTube Short and a Facebook Reel, with captions written for each platform. And because social platforms are now search engines too, put your keywords in the caption and on screen. (More on that in our guide to social media search optimization.)
Your short-form video starter plan
- Pick 3 recurring formats: a customer question answered, a behind-the-scenes moment, a before-and-after.
- Batch-film 8–12 clips in one session with your real team in your real space.
- Hook in the first 2–3 seconds with the problem or the payoff, not your logo.
- Add captions and on-screen keywords to every video.
- Post natively to Reels, TikTok and Shorts, then track saves, shares, profile visits and calls, not just views.
Frequently asked questions
Is short-form video still effective in 2026?
Yes. In HubSpot's 2026 State of Marketing report, 49% of marketers named short-form video as a top ROI-driving content format, more than any other format. The challenge is standing out, since 91% of businesses now use video.
How long should a short-form video be?
Most short-form platforms allow videos well over a minute, but for local business marketing aim for 15–60 seconds with a hook in the first two to three seconds. Length should follow the idea: one clear point per video.
Should I use AI-generated video for my business?
Use AI for scripting, captions and editing, but be careful putting AI-generated people or scenes in front of customers. In 2026 research by The Harris Poll, 73% of consumers said they'd be less likely to trust an ad they suspected was made with AI.
Do I need professional video production?
Not for every post. Phone-shot, authentic clips work well for day-to-day social content. Professional production pays off for evergreen assets such as your homepage video, service explainers, testimonials and ads, where quality and clarity directly affect conversions.
Turn this into real momentum.
Book a free growth audit. We'll look at what's working, what's getting in the way, and where your strongest opportunity is. Learn more about our Video Production services.
Get your free growth audit ↗Keep reading
- Social Media Is the New Search Engine: How to Get Found on Instagram and TikTok
- Real Photos vs. AI Images: Why Authentic Visuals Win Customer Trust in 2026
Sources
- HubSpot, “2026 Marketing Statistics (State of Marketing report)”
- Wistia, “State of Video Report 2026”
- Marketing Brew, “Harris Poll: AI fatigue and less trust in AI-generated ads”