Yes, consumers overwhelmingly prefer businesses with video, and in 2026 it’s one of the strongest drivers of trust, engagement, and conversion.
We’ve all heard the claim: “People prefer businesses with video.”
But this isn’t just marketing fluff, it’s backed by behavioural science, real-world data, and what we consistently see working for clients at BRICKOVEN Media.
Let’s break down what’s actually going on.
The Data: Video Builds Trust (And Trust Drives Sales)
A widely cited report from Brightcove found that 93% of B2B buyers say video plays an important role in building trust. That stat still holds weight, but what’s more interesting in 2026 is how that trust is built.
Recent findings from HubSpot and Wyzowl show:
- Over 90% of marketers say video delivers a strong ROI
- Customer testimonials and explainer videos are among the highest-converting formats
- Viewers are significantly more likely to trust a business after watching real people on screen
This isn’t just about having video, it’s about using the right type of video.
Why Video Works (The Psychology Behind It)
This is where most articles stop, but the real value is understanding why video is so effective.
1. We’re Hardwired to Trust Faces
From birth, humans are wired to read facial expressions and tone of voice. That’s why a talking head video, customer testimonial, or behind-the-scenes clip can instantly feel more trustworthy than a block of text.
Research published via National Institutes of Health shows that visual and emotional stimuli (like faces and voices) activate stronger memory and emotional responses than text alone.
In simple terms: Video feels more real, and real builds trust faster.
2. Stories Stick (And Video Tells Better Ones)
We don’t remember features, we remember stories.
According to research shared by CXL, storytelling significantly improves memory retention and emotional engagement.
Video naturally delivers:
- Narrative
- Emotion
- Context
- Personality
Which is why a client case study video will almost always outperform a written testimonial.
3. It Reduces Friction in Decision-Making
One of the most common reasons that people don’t convert is uncertainty.
Video answers questions faster:
- What does this service actually look like?
- Who are these people?
- Can I trust them?
At BRICKOVEN Media, we often see that once a business introduces a homepage explainer video or a short “meet the team” video time-on-page increases and bounce rates drop almost immediately
That’s not theory, that’s real client behaviour.
The Cost of Not Using Video
Here’s the part most businesses underestimate.
Research from Animoto suggests that around 1 in 4 consumers lose interest in a brand if it doesn’t use video.
In 2026, that gap is widening.
Because your competitors are already using:
- Short-form video on social media
- Case study videos on service pages
- Personal brand content from founders
If you’re not, it’s not neutral – it’s a disadvantage.
What We’re Seeing at BRICKOVEN Media.
When we work with businesses across Manchester and beyond, the biggest shift doesn’t come from “going viral”, it comes from strategic video placement.
Client Example
We often work with service-based businesses that already have strong website traffic, but low enquiry rates. The issue usually isn’t visibility. It’s trust and clarity.
For one of our recent clients, we introduced:
- A homepage brand video to clearly communicate who they are and what they do
- Two client testimonial videos to build credibility and social proof
- A short-form cutdown for LinkedIn to increase visibility and familiarity
The result:
- More qualified enquiries
- Prospects who already felt confident before getting in touch
- Shorter, more productive sales conversations
The key takeaway: Video doesn’t just attract attention, it helps convert the traffic you already have.
Where Video Has the Biggest Impact in 2026
If you’re investing in video, these are the highest-impact areas:
- Homepage Videos – Build instant trust and explain what you do quickly.
- Service Page Videos – Support your messaging and increase conversions
(Learn more about our video production services here) - Client Testimonials – Social proof that feels genuine and relatable
(Take a look at our case studies and portfolio) - Short-Form Social Content – Keeps your brand visible and builds familiarity over time
It’s Not About More Video – It’s About Better Video
One mistake we see often is that businesses think they need more content. They don’t.
They need:
- The right message
- The right format
- The right placement
That’s where working with an experienced team like BRICKOVEN Media makes the difference – combining creative storytelling with platform knowledge across TikTok, Instagram, LinkedIn and YouTube
Final Thought
So, do consumers prefer businesses with video?
Its a resounding YES – because video builds trust faster, communicates more clearly, and helps people feel confident in their decisions.
And in a crowded market, that confidence is often what turns a visitor into a customer.
Ready to Use Video More Effectively?
If you’re thinking about adding video to your marketing (or improving what you already have), BRICKOVEN Media can help you create content that actually drives results, not just views.
Explore your options on the video production services page
Or take a look at recent case studies and portfolio work to see what’s possible
Alternatively, get in touch with us at info@brickovenmedia.co.uk or call us at 01613273799.
