Brainsight Predictive Attention Platform (SaaS MarTech tool, AI research for creatives): View on the Market / Trend: We are seeing an increasing use of Brainsight for (AI) video advertising due to the acceleration of (good) AI Video Generation tools, where 'agents' and platforms are creating variants, like shorts and bumpers, from campaigns. The video generation platforms are rapidly improving, including automatically incorporating distinctive brand assets and managing the creative optimization process with the help of other the creatives with the help of other AI tools and agents. This includes Brainsight, a neuromarketing AI tool to predict attention and subconscious viewing behaviour. With AI eye tracking, benchmarks and object recognition videos are assessed on brand tracking, key message or call-to-action, to predict if those are sufficiently noticed by the viewer. Now that the GenAI Creative platforms are growing, such AI / SaaS tools are integrated. We expect that many of these tools will collaborate or get acquired by the large platforms in the AI-race that is currently happening in the advertising industry. Brainsight: Based on neuromarketing and AI, Brainsight is a Predictive Attention Platform (SaaS) that analyzes images, video and landing pages on instant viewer attention and intuitive, natural viewing behaviour. It predicts if people notice ads, and if so, where people will intuitively look, to quickly anchor a brand or message. With AI eye-tracking, metrics on Attention and Clarity, creative content can be pre-tested and optimized for maximum visual impact before a campaign goes live and without live research. Roger van der Spek Co-founder & Managing Director Brainsight Predictive Attention www.brainsight.app
We began as a marketing and development agency back in 2009, and later opened an entire animation studio division in 2018 under the brand 'JustAnimations.com'. This is because of the rapid rise in leveraging video animation to communicate brand messaging, explain products, services, and simplify complex ideas. We specialize in all forms of animation from 2D, 3D, motion graphics, whiteboard, motion picture, gaming, AI, and more. Over the years our animation studio has worked with hundreds of businesses on explainer videos ranging from SaaS products, to children's education, to governmental communications. At all levels explainer videos are tailored to effectively communicate to the desired audiences, and deliver information in a way that is superior in terms of memorability and retention of the viewer. Through our research we've found that audience retention and engagement is far improved through explainer video animation when compared with all other forms of communication such as standard textual content, and even infographics. Well thought-out explainer videos and motion graphics animations tends to be more memorable, and communicate higher levels of brand trust among clients and customers. Mistakes we commonly see is some smaller businesses thinking they can DIY videos to explain their brand, product, or service.. and in most of those cases they waste time, money, and staff resources to create something which doesn't adequately represent their business or brand. In those cases we find businesses returning to our studio months later to have animations professionally created. When businesses DIY they often have no sense of how to plan, script, storyboard, select an appropriate style/approach, and execute on an animation project. The rise of AI animation tools isn't helping small businesses make better decisions either, as many are under the impression they can whip-together something with AI which will suffice for their needs, when it simply does not. Even when our team uses AI animation it still requires intricate planning, storyboarding, and video editing/production in order to deliver a premium-quality end-product, be it an explainer video, product presentation, or SaaS demo.
From what I've seen, explainer videos are quickly becoming the most efficient way to get potential buyers on the same page before a sales call. In the B2B and SaaS worlds, products are inherently more intricate, and the days of lengthy, ten-slide decks are numbered. A concise, two-minute product demonstration is far more effective. The best videos in 2026 will zero in on a single problem, a specific workflow, and a clear outcome. No unnecessary branding. When we've used short explainer videos to illustrate a real process, such as how data flows from the field to the finance department, sales cycles tend to shorten because prospects already grasp the value proposition. The most common pitfall teams encounter is overproduction and under-explanation. Clarity always trumps cleverness.
Explainer videos become essential when the cost of not being understood is high. 1. Explainer videos for B2B businesses excel at simplifying these complex ideas (and that is why they are the core part of B2B marketing) 2. Another effective benefit of explainer videos is that it helps in increasing engagement with your prospects by personalising your approach. 3. However, they are also designed to capture and retain attention by presenting information in a visually stimulating format and they have been proven to increase conversion rates. 4. They can help build trust by presenting your company as knowledgeable & transparent. 5. Talking about SEO explainer videos can also improve your B2B company's presence. - In 2026, explainer videos have become the most commonly used content marketing format because, The problem/solution/outcome flow is the backbone of any good B2B marketing. It's amazing how often we always try to skip straight to the "solution" and lose people along the way, but when the structure is solid, the design really does become a clarity amplifier rather than decoration. - Artificial intelligence is revolutionising video production, allowing businesses to create high-quality videos faster and more cost-effectively. Interactive videos are gaining a good amount of attention as a way to immerse viewers in the content. With the dominance of mobile devices, vertical videos are no longer limited to B2C. Augmented reality (AR) and virtual reality (VR) are reshaping how B2B products and services are showcased with explainer videos. - A strong brand is your ticket to higher sales and larger profit volumes. Today's decision making buyers look for connections, personalised experiences, and content that makes them understand what the brand is selling and how they are solving the problem. - One of the most frequent brand video production mistakes is trying to pack too much information into a single video. Many companies rush straight to production without a solid creative brief. Ignoring multi-platform optimisation. Overselling. Strong creativity alone won't work, you need a smart video marketing plan built around clear goals. - The most profound shift won't be in how animation is made, but in how it's consumed. Start architecting narratives, core character logics, world rules, and emotional arcs that can be reassembled by an AI in real-time to answer a viewer's spoken questions.
By the year 2026, explainer videos became a must-have tool as B2B customers wanted fast and clear information. Nobody is eager to deal with the hassle of understanding something very complex - a good explainer can eliminate that barrier in just a few seconds. Nowadays, the most powerful videos combine pure motion design and straightforward, problem-led storytelling. If the audience really gets you and your importance without any mental effort, you have accomplished it. A big shift we're seeing is the move toward short, modular product videos used across sales, onboarding and customer support. They've evolved from 'nice-to-have' marketing assets into core communication tools that actually accelerate conversions and reduce friction. Brands are still making the biggest mistake of producing videos in isolation. When video is not aligned with the messaging, UX, and the sales process, it loses its power. As for the future, AI-assisted motion design will enable authors to work faster, but the crucial roles of creativity and strategy will still be essential. Tools may become more intelligent, but brands will still succeed with sharper and more human stories.
CEO & Chief Brand Strategist at Fix & Form | A Denver Branding Firm
Answered 4 months ago
Video is the source of life in a noisy marketplace. As the CEO and founder of a human-centered branding firm in Denver, I choose video over any other marketing tool to connect clients to their audiences in a meaningful way. Without video, black text on paper or a screen allows for misinterpretation, lack of emotion, and it gets lost in the noise. We believe video allows for freedom in creative expression, while also giving space for the people in the video to accurately share their passion, emotional state, and intention with the messaging. Video should be priority number one when building brand communication, followed by voice notes or audio messaging, and then written text. To learn more about the ways we deliver brand makeovers with human-centered brand experiences, head over to our Instagram feed or website titled Fix & Form or Fixandform.com.
I hire freelancers on Upwork regularly, and one shift I am seeing is a rise in short video cover letters. It makes the candidate feel more real instantly, and with speed-up playback I can screen more applicants faster without losing the human signal, like clarity, confidence, and whether they can explain their work simply. That is the same reason explainer videos matter for B2B and SaaS in 2026: they compress complexity into something you can understand in 60 to 120 seconds and they build trust faster than a wall of text. The mistake is overproducing it into a glossy ad, the best videos stay practical, product-led, and human.
In 2026, explainer videos will be more important because it's getting harder, not easier, to explain B2B products. More features, more AI layers, and more ways to connect. That can't be done by a landing page alone. It's not about selling the promise; it's about showing the workflow. Short videos that show how to do a real task, with screen capture and light motion callouts. No hype. Just "this is how it really works." I've seen sales teams use a single 60-90 second explanation to cut first-call time by 20-30% because prospects show up knowing what they want. The same video is then used for training and help. Companies still make a big mistake by making too much. Too polished and too vague. People leave if it doesn't answer a real question in the first 10 seconds. AI will speed up production, but clarity is still the best.
Explainer videos are crucial these days because products have gotten so much more complicated and our attention spans have shrunk to almost nothing. I see buyers just tuning out long demos and instead judging within the first 60-90 seconds if the video is clear on what the product does. And video has basically replaced those early sales conversations. What actually works these days is product-first storytelling. You need to get the problem framed clearly, show real UI footage, and keep the motion design super restrained which is way more effective than all those flashy animations. And using short modular videos across sales, onboarding, and support helps build trust way faster than a long brand film. The biggest mistake people make is spending all their time trying to make it super polished without a clear strategy. Teams get all caught up in chasing that perfect look instead of clarity. And while AI video tools are making it way easier to produce video, it's the teams that keep human judgment in the mix for scripting and pacing that actually see success. Video now directly impacts conversion quality, not just awareness.
When my team began making explainer videos, I assumed motion design was mostly about how things looked. I see it differently now. It is about empathy. As a startup founder who oversees operations, I watch complexity slow people down every day. It affects onboarding, internal workflows, and even enterprise sales. A well-made video removes that friction fast. Every strong explainer works like a translation layer. You start with the point of confusion. The thing people keep getting wrong. Then you shape the story around clearing that up. Animation, timing, and typography all support one outcome. The viewer should feel capable, not overwhelmed. Looking ahead to 2026, effective video marketing will not rely on noise or spectacle. It will rely on clarity. The brands that stand out will be the ones that respect attention and design motion that gives that attention a clear place to settle.
Today's shoppers simply don't have time. An explainer video explains a difficult product in seconds with simple language and visuals. People prefer watching videos rather than reading long texts, so the message gets across quickly and clearly. The explainer video should be short and focused that directly addresses the audience's problem. It is important to show a real usage example so that the viewer can relate to it. The message should be clear and simple, the benefit immediately understood, and the motion clear. Too many effects and overload make the video weak.
I run marketing for a multifamily portfolio, and here's what nobody talks about: video's biggest impact isn't top-of-funnel awareness--it's killing friction at decision points where deals die. We implemented virtual tours across The Sally and sister properties in 2024, but the metric that actually mattered wasn't engagement rates. It was that prospects who watched unit videos asked 40% fewer clarifying questions during tours and made decisions faster. Sales cycles compress when you remove uncertainty early. The mistake I see constantly is companies producing video for the wrong stage. Everyone dumps budget into brand storytelling when prospects actually need functional proof--show me the damn floorplan dimensions, where natural light hits at 3pm, what the view actually looks like from the balcony. Our illustrated floorplan videos and 3D tours drove 7% higher tour-to-lease conversion because they answered objections before prospects could ghost us. For 2026, the trend that matters is hyper-specific micro-content over polished hero videos. Our maintenance FAQ clips--30-second clips of staff demonstrating "how to reset your thermostat"--reduced support tickets and improved resident satisfaction more than any expensive brand video ever did. Video works when it makes someone's job easier or eliminates a reason to say no.
I've worked with The Event Planner Expo for years, and we've watched Fortune 500 companies completely shift how they communicate internally using video. Google and JP Morgan didn't start using explainer videos for external marketing--they used them to get 2,500+ attendees aligned on complex event objectives before they even arrived at our conference. The pattern we see at our B2B events is that companies waste video on awareness when the real ROI is in acceleration. One of our exhibitors cut their booth demo time from 12 minutes to 4 minutes by sending a pre-event product video. Their team closed 40% more deals at the expo because they spent face-time on objections instead of education. Video didn't replace human interaction--it made expensive human time more valuable. The biggest mistake I see from the stage? Companies produce one hero video and expect it to work everywhere. When we promoted our conference, we didn't make one explainer video--we made seven versions for different attendee pain points. Corporate planners got a version focused on budget ROI, agency owners saw networking opportunities, and vendors saw lead generation proof. Same event, different frame, dramatically different registration rates by segment. What's changing in 2026 is that B2B buyers expect video to be as specific as a sales call used to be. Generic "we help companies succeed" doesn't convert anymore when your competitor is showing exactly how their platform integrates with Salesforce in 30 seconds.
I've been running digital strategy for home service contractors since before most B2B companies cared about video, and what I'm seeing in 2026 is completely different from what marketing blogs predicted. The trades taught me something critical: nobody watches your explainer video if it doesn't immediately prove you understand their actual problem. We rebuilt CI Web Group's entire site this year with AI-enabled content, and the one video asset that tripled our contractor demo bookings wasn't an explainer--it was a 40-second screen recording showing a real HVAC company owner watching their competitor rank above them in ChatGPT's recommendations. No voiceover, no animation, just the raw "oh shit" moment when he realized his business was invisible to AI search. That emotional punch did more than any polished motion graphics ever could. The mistake I see constantly: companies produce videos explaining *what* their product does instead of showing the *moment* a customer realizes they need it. For service businesses, that moment is visceral--a homeowner searching "emergency plumber near me" at 11pm and your competitor's AI-optimized site answering instantly while yours doesn't load. Show that gap, then show your solution closing it in real time. Here's the trend nobody's talking about: vertical video is now outperforming horizontal in B2B contexts because decision-makers watch on mobile between meetings. We tested the same content in both formats--vertical got 47% more completions and 28% higher click-through to our calendar. Stop optimizing for the boardroom screen they'll never cast to.
I've spent 15+ years managing crises where reputations got destroyed in hours--and I can tell you the companies that survived always had one thing in common: they could communicate their side of the story *fast* and *clearly*. Video is the only format that does both at scale in 2026. When executives face a reputation crisis, they're dealing with complex situations--legal constraints, public misconceptions, internal chaos. We've had clients record simple 90-second direct-to-camera videos explaining their perspective that completely changed public perception within 48 hours. Text statements get ignored or misinterpreted. Video forces people to actually listen to a human being, not a press release. The mistake I see constantly is companies trying to make video "perfect" when the situation demands *authentic*. One CEO client insisted on multiple takes and script revisions while negative coverage spread for three days. By the time his polished video launched, nobody cared anymore--the narrative was set. Compare that to a founder who recorded a raw iPhone video from her office within 6 hours of a crisis breaking. Unpolished, emotional, honest. It stopped the bleeding immediately because people saw a real person, not corporate damage control. For reputation and trust specifically, video works because people make decisions about credibility in the first 3 seconds of seeing someone's face. All the SEO and content strategy in the world can't replicate what happens when your audience watches you explain something directly. That's why every executive personal branding strategy we build now starts with video presence--it's the fastest way to control your narrative before someone else writes it for you.
Marketing Manager at The Otis Apartments By Flats
Answered 4 months ago
I manage marketing for a portfolio of 3,500+ apartment units, and we completely transformed our lease-up velocity by ditching traditional photo galleries for unit-level video tours. We created an in-house YouTube library linked to property sitemaps and cut our lease-up timeline by 25% while reducing unit exposure by 50%--zero additional overhead. The breakthrough wasn't production quality. It was solving a specific friction point: prospects couldn't visualize themselves in the space from static photos. Our videos show the actual walk-through from front door to bedroom closet in 90 seconds. Tour-to-lease conversions jumped 7% because people arrived already pre-qualified and emotionally connected to the specific unit they'd watched. Biggest mistake I see in multifamily and B2B alike: companies produce one hero brand video then wonder why it doesn't perform. We maintain a living library of micro-content--maintenance FAQ clips, amenity walkthroughs, neighborhood guides. When we noticed recurring complaints about oven operation after move-ins, we shot a 45-second how-to video. Move-in dissatisfaction dropped 30% and positive reviews increased immediately. The 2026 reality is that video isn't special anymore--it's table stakes. What matters is using it to eliminate the actual questions preventing your sale. We track which videos prospects watch before booking tours, then our leasing team references those specific units in follow-ups. That personalization converted what used to be generic outreach into targeted conversations that close faster.
I manage marketing for a portfolio of 3,500+ luxury apartments across multiple cities, and video fundamentally changed how fast we lease units. We created in-house unit-level video tours, stored them in a YouTube library, and linked them to our website using Engrain sitemaps. The result was a 25% faster lease-up process and 50% reduction in unit exposure--with zero additional overhead costs. Here's what most multifamily and real estate companies miss: prospects don't want Hollywood production value, they want to see *their specific unit* before they waste time on a tour. We stopped making generic property highlight reels and started shooting every available unit. Tour-to-lease conversions jumped 7% because people arrived already sold on the space they'd seen in the video. The biggest mistake I see is companies making one beautiful 2-minute brand video and calling it done. We treat video like infrastructure--every unit gets one, they're searchable by floor plan code, and they're embedded directly into our CRM so leasing agents can text them instantly when someone inquires about a specific apartment. That immediacy is what closes deals in 2026. One surprising impact: our maintenance team started making FAQ videos after I noticed recurring complaints about small issues like oven operation after move-ins. Those scrappy how-to clips reduced negative reviews by 30% and cost us nothing but 20 minutes and an iPhone. Video doesn't have to be cinematic to move business metrics.
I run Mercha.com.au and we've worked with brands like Uber, TikTok, and Amazon on their branded merchandise strategies. Video hasn't been our primary channel historically, but we completely restructured our B2B approach this year after watching our conversion rates on text-heavy product pages stagnate around 2.1%. The turning point was when we started testing ultra-short product customization videos--literally 15-second clips showing our 3-step ordering process in action. Our demo requests increased 34% within six weeks, but more importantly, the *quality* of leads improved dramatically. Sales calls got shorter because prospects already understood how our platform worked before they booked time with us. Here's what actually matters for B2B in 2026: specificity over polish. We tested a $12K professionally produced brand video against a rough $800 screen recording that showed exactly how a marketing manager could customize 50 hoodies in under 4 minutes. The cheap one outperformed by 3x on our key conversion metric. B2B buyers don't want cinematic--they want proof your product solves their specific workflow problem fast. The biggest waste I see companies make is producing gorgeous explainer videos that don't answer the one question every B2B buyer has: "How does this fit into my existing process without creating more work?" Show the before state, show your product eliminating friction, show the after state. If your video can't do that in under 45 seconds, you're losing deals to competitors who can.
I manage marketing for a 3,500+ unit multifamily portfolio, and video completely changed how we lease apartments. We launched unit-level video tours in 2024--nothing fancy, just iPhone walkthroughs stored on YouTube and linked via Engrain sitemaps. Our lease-up velocity jumped 25% and we cut unit exposure time in half with zero added overhead. The real ROI wasn't the production cost--it was eliminating objection cycles. Before video, prospects would tour physically, go home to "think about it," then call back with basic questions about closet size or appliance placement. Now they self-qualify before scheduling. Our tour-to-lease conversion lifted 7% because people who book appointments have already decided they want *that specific unit*. What kills most property video programs is treating them like brand films. Our maintenance FAQ videos--literally just our staff answering "how do I turn on my oven"--cut move-in complaints 30% and boosted positive reviews. Residents don't want cinematic transitions. They want someone to show them where the damn breaker box is at 11pm on move-in day. For The Myles opening in 2026, we're shooting construction progress videos monthly. Not polished developer reels--raw footage showing the Arts District location, the rooftop deck framing, unit layouts taking shape. Pre-leasing audiences want proof the building exists and context for why location matters, not another generic lifestyle montage.
I run EveryBody eBikes in Brisbane, and we've completely shifted how we reach customers who've been told they can't ride anymore--seniors, people with disabilities, those who haven't been on a bike in decades. Video became critical when we realized our most complex barrier wasn't explaining product features. It was overcoming the emotional hurdle of "this isn't for someone like me." We started recording real customer test rides--unpolished, shot on phones, showing wobbly first attempts and genuine reactions when someone with Parkinson's successfully rode our Trident trike for the first time. These 90-second clips now sit on product pages next to spec sheets. Our interstate inquiries jumped 41% because people could finally see themselves in the rider, not just the bike. A woman in Tasmania bought a $7,800 trike after watching a video of another customer with similar balance issues--she'd never consider that purchase from a specs list alone. The biggest mistake I see in B2B video is assuming your audience needs education about your product. They don't. They need permission to believe it'll work for their specific situation. We stopped making videos about "features of adaptive trikes" and started showing 68-year-olds crying with joy on their first ride in 15 years. Sales conversations now start with "I saw myself in that video" instead of "explain how this works." For complex or emotionally loaded purchases, video's job isn't to inform--it's to make the buyer feel less alone in taking the risk. Show the mess, the fear, the real moment of change. That's what actually converts.