Video advertising has become markedly more accessible to small and mid-sized businesses, not through expanded budgets, but through recent developments in generative technology. The Interactive Advertising Bureau (IAB) reports that nearly 90 percent of advertisers are now using or actively planning to use AI-generated video content. Industry projections indicate that by 2026, AI will account for approximately 40 percent of all video advertising. These figures are not speculative; they reflect a practical shift in how marketing teams approach content development.
Generative tools such as Adobe Firefly, Runway, Pika Labs, and HubSpot’s Breeze Copilot allow small teams to create animated, voiced, and branded video materials in a fraction of the time and at a significantly lower cost than traditional production methods. While these tools offer clear advantages in efficiency, their utility depends on how well they are embedded into a structured content strategy.
At SMBinfo, we advise clients to begin with clarity. Before production, marketing teams should establish the message, intended audience, and role of the video within a larger campaign. When generative tools are used in service of a well-defined plan, the results tend to reflect the organization’s positioning more faithfully. Misuse typically stems not from the technology itself, but from a lack of editorial discipline.
For clients using HubSpot, video can now be integrated directly into campaigns, tracked for engagement, and tied to automated follow-up actions. HubSpot’s video capabilities support personalized calls-to-action, performance metrics, and contact-level interaction data. This turns passive viewing into a measurable signal of interest.
Practical implementation often includes:
- Producing brief videos that align with specific campaign objectives
- Embedding those videos into HubSpot landing pages, emails, or blogs
- Using video views to inform lead scoring and trigger next-step workflows
- Reviewing performance data at regular intervals to guide future content decisions
While enthusiasm for generative tools continues to rise, the novelty has begun to wear off. What matters now is coherence. Video content that departs from brand standards, lacks relevance, or fails to drive action does not serve the organization’s objectives. SMBs must treat AI-generated video as they would any other form of branded communication—subject to review, aligned with strategy, and assessed by outcomes.
The economic appeal of generative video is clear. Its strategic value, however, depends on how it is governed. When deployed thoughtfully and evaluated consistently, it becomes a useful component of a sustainable marketing operation.
Summary Tip: Use generative video tools within a disciplined framework to support messaging, reinforce brand standards, and capture meaningful engagement data.