Video keeps changing, and so do the platforms, algorithms and viewer habits around it. Here are the trends we think matter most for Sydney businesses planning video in 2026, and what to do about each one.
1. Short vertical video is the default for discovery
Instagram Reels, TikTok, YouTube Shorts and increasingly LinkedIn all favour short, vertical video, and it’s where many people first encounter a brand. You don’t need to dance on TikTok, but you do need content that works in a 9:16 frame and grabs attention in the first couple of seconds.
What to do: plan every shoot for vertical as well as widescreen, and produce a steady flow of short clips (see repurposing one shoot).
2. Authenticity beats over-polish on social
Audiences respond to real people, real workplaces and real opinions. Behind-the-scenes clips, team members talking to camera and unscripted customer stories often outperform glossy ads in feeds.
What to do: keep high production values for brand, website and hero content, and complement them with lighter, more personal social content.
3. Search is becoming more visual, and more AI-driven
Google increasingly shows videos in search results, and AI-generated answers draw on content that clearly answers questions. YouTube is a search engine in its own right.
What to do: make videos that answer the specific questions your customers search for, publish them on YouTube with descriptive titles and descriptions, embed them on relevant pages of your website and include transcripts.
4. Captions are non-negotiable
Most social video is watched without sound, and accessibility expectations are rising. Captions are no longer optional.
What to do: caption every social video and provide caption files for web video. Our accessible video guide covers the details.
5. LinkedIn video for B2B
LinkedIn has been pushing native video hard, and it’s one of the best places for B2B businesses to reach decision-makers. Thought-leadership clips, case studies and team content perform well.
What to do: give senior staff short, useful talking points to share on camera, and post natively rather than linking to YouTube.
6. AI tools in production, human judgement in storytelling
AI now helps with transcription, captioning, rough cuts, translation and even visual effects, which speeds up production. But audiences can tell when content is generic. Strategy, storytelling, real footage of your people and places, and authentic testimonials are what make video persuasive.
What to do: use AI to be more efficient, not to replace real stories. Be wary of synthetic presenters for trust-critical content.
7. Video across the whole customer journey
Businesses are moving from one-off brand videos to libraries of content for every stage: awareness clips, explainers, testimonials, onboarding and support.
What to do: map your content to the journey (see our customer journey guide) and fill the gaps.
8. Measurement is getting more practical
With GA4, UTM tracking and platform analytics, it’s easier than ever to tie video to enquiries and sales.
What to do: set goals and tracking before launch (see measuring video ROI).
FAQs
Which platform should a Sydney business focus on in 2026?
Wherever your customers are. For B2B that’s usually LinkedIn and YouTube. For consumer brands, Instagram, TikTok and YouTube Shorts. Your website is important for everyone.
Is long-form video still worth making?
Yes, for research-stage content like explainers, case studies and webinars, and on YouTube, where viewers actively search for detailed information.
How often should we post video?
Consistency matters more than frequency. Two to three quality posts a week is a sustainable target for most businesses.
Planning your video content for 2026? Zyon Films can help with strategy, production and social media video. Get in touch.
