GSD Advisory

Short-form video has the highest ROI of any media format in marketing right now -- 49%, according to HubSpot's 2026 State of Marketing.

Not email. Not paid search. Not long-form content.

Video. Short-form.

Now before every marketing team rushes to produce more Reels and TikToks, I think there's a more important question to answer first: What are you actually saying?

The ROI of short-form video doesn't come from the format. It comes from the combination of format + clarity of message + credibility of the voice delivering it.

I've seen brands with impeccable production quality fall flat because the content was generic. I've seen a single 60-second video from a company's president outperform six months of polished brand content because it was specific, honest, and useful.

Short-form video rewards clarity and confidence. It punishes vagueness and corporate-speak.

If your company's leadership doesn't yet have a point of view they're willing to say on camera in under 90 seconds that's the work to do before you invest in the format.

What's your team's experience been with video in B2B contexts?