Maybaum Film Presents the "Swiss Video Marketing Trends 2026" Study
A new study by Maybaum Film shows that, despite economic pressures and the promise of AI, Swiss companies are sticking to their video budgets. At the same time, a growing trend toward in-house production is fundamentally changing the role of external production partners.
Fears of a recession, stagnant markets, and the promise of generative AI to deliver radical cost reductions: The outlook for marketing and communications budgets in 2026 is challenging. Nevertheless, the latest video marketing trends—as surveyed by the Baden-based content agency Maybaum Film in a new study—paint a remarkable picture: investment in strategic video marketing remains resilient—particularly in the B2B sector and in employer branding.
More than 100 decision-makers surveyed
Between February and April 2026, Maybaum Film surveyed more than 100 decision-makers—CMOs, heads of marketing and communications, and HR executives—from well-known SMEs and large companies with annual revenue of at least 50 million CHF in German-speaking Switzerland. The resulting exploratory trend analysis, «Swiss Video Marketing Trends 2026,» provides in-depth insights into how marketing departments are responding to current technological and economic upheavals.
Growth Despite Pressure to Improve Efficiency Through AI
Although technologies such as artificial intelligence make content creation processes more efficient, the study shows that budgets for digital video campaigns are not being cut. On the contrary: The funds freed up are being channeled into higher frequency—keyword: “always-on” strategies—as well as into the quality of key touchpoints. According to the press release, the marketing decision-makers surveyed primarily use AI during the concept phase or for iterative adjustments.
To reach target audiences on an emotional level—whether in B2B sales or recruiting—the respondents clearly rely on factors that machines cannot replicate: Emotional storytelling (85 percent), genuine social proof through testimonials (81 percent), and unfiltered authenticity (80 percent) are, in their opinion, crucial for lead generation.
The in-house shift is transforming the industry
Another key finding of the study: A clear majority of companies now produce their social media content in-house. This trend is fundamentally changing the role of external production partners. According to Maybaum Film, the company anticipated this shift early on and is consistently aligning its service portfolio with the new needs of large marketing departments.
«The trend toward in-house production of content for social media channels is clearly evident and makes perfect sense,» explains Michel Alraun, CEO of Maybaum Film. As a video-first agency, the company therefore positions itself as a strategic leader in high-end video strategies and premium content.
Maybaum Film as a Strategic Enabler
To fill the gap left by the shift toward in-house production, Maybaum Film plans to open a training center in the fall of 2026. The center will offer specialized continuing education programs and courses for in-house content creators, as well as training in AI creative direction. The goal is to empower companies to professionally create their own day-to-day content, while the agency works with them to execute major, brand-defining campaigns.
Insight Event on Video Marketing Trends on August 19, 2026
Maybaum Film will present the detailed results of the study at an exclusive insight event. On Wednesday, August 19, 2026, a panel discussion featuring experts from the field will take place at the Merker Areal in Baden. Executives from marketing, communications, and HR can register via the following link: https://www.maybaum.ch/event/swiss-video-marketing-trends-2026
For more information about Maybaum Film and the services it offers, visit maybaum.ch available.
