5 Reasons Irish SMEs Are Shifting Budget to "Customer Journey" Videos in 2026

If you scroll through LinkedIn or Instagram today, you will notice a shift in how Irish businesses are talking to their customers. The days of static graphics with a generic "Great service, highly recommend" quote are fading.

In their place, we are seeing a rise in something different: high-quality, cinematic stories.

As we move further into 2026, the "Customer Journey" video, essentially a mini-documentary about a client's success, is becoming the most valuable asset in an SME’s marketing toolkit. It’s no longer just about having video; it’s about having the right kind of video.

Why is this shift happening now? Here are the five reasons why smart Irish businesses are reallocating their budgets to narrative-driven testimonials this year.

1. The "Trust Deficit" is Real

Irish consumers are savy. We can spot a fake review or a paid influencer partnership a mile away. In fact, recent data suggests that trust in paid influencers has dipped significantly, while trust in authentic, local businesses remains resilient.

However, text on a screen is anonymous. Anyone can fake a 5-star review on Google.

A video testimonial, however, is irrefutable proof. When a prospect sees a real person, a peer in their industry, looking into the camera and explaining exactly how your product solved their problem, scepticism evaporates. In 2026, seeing is believing.

2. Retention is the New Viral

For years, the goal of video marketing was "virality." But for a B2B company in Kildare or a service provider in Dublin, going viral isn't the goal; conversion is.

The trend has moved from 6-second clips to longer, narrative-driven formats (2–3 minutes) that actually hold attention. We call this the "Mini-Documentary" style. By focusing on storytelling, the struggle the client faced, the solution you provided, and the emotional payoff, you aren't just grabbing attention; you are retaining it.

3. One Shoot, Infinite Assets

One of the biggest misconceptions about premium video production is that it’s a "one-and-done" expense.

At Scéal Video, we advocate for the "content pyramid." A single, high-quality customer journey shoot isn't just one video. It is:

• The Hero Video: A 3-minute mini-doc for your website’s homepage or "Case Studies" section.

• Social Cuts: Three to four 30-second clips formatted for Instagram Reels, TikTok, or LinkedIn.

• Ad Creative: High-quality B-roll (footage of your product in action) to use in paid advertising campaigns for the next 12 months.

When you view it this way, the cost-per-asset drops dramatically, making it one of the most efficient spends in your 2026 budget.

4. Shortening the B2B Sales Cycle

If you are selling a high-ticket service or product, your sales cycle might be weeks or even months. Your sales team likely answers the same questions repeatedly: "Does this actually work?" or "Has anyone else in my industry used this?"

A cinematic case study answers these questions before you even pick up the phone.

We are seeing Irish Sales Directors sending video links before the first meeting. By the time the meeting happens, the prospect is already educated and emotionally bought-in. The video does the heavy lifting, allowing your sales team to focus on closing.

5. Quality Signals Authority

Finally, there is the factor of perception. In 2026, the quality of your video reflects the quality of your brand.

While iPhone content has its place (it’s great for quick social updates), it cannot carry your brand’s reputation on your homepage. Grainy footage or poor audio signals "amateur." Conversely, a video shot on cinema-grade cameras (like the Blackmagic URSA Mini we use at Scéal) with professional lighting and sound signals "authority."

It tells your potential clients that you take your business and their experience seriously.

The Bottom Line

The shift to video isn't coming; it's already here. The Irish advertising market is forecasting double-digit growth in video spend this year. The businesses that win will be the ones that tell the best stories.

Ready to tell yours?

At Scéal Video, we specialise in turning your happy clients into your best marketing assets. Contact us today to discuss how we can film your first customer journey.

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Frequently Asked Questions

1. Is a "Customer Journey" video different from a regular testimonial?

Yes. A standard testimonial is often just a "talking head" saying generic praise. A Customer Journey video is a mini-documentary. It focuses on the story: the problem they faced, the emotions involved, and the specific results they achieved. We use cinematic B-roll to visually back up what is being said.

2. My industry is very technical (or "boring"). Will this still work?

Absolutely. In fact, complex B2B industries (like software, manufacturing, or professional services) often see the highest ROI from these videos. When a product is hard to explain with text, a video showing it in action simplifies the message instantly.

3. Do we need to write a script for our client?

No, and we actually recommend against it! To keep it authentic, we use an interview style. We sit down with your client and have a natural conversation, asking the right questions to get those "gold dust" answers.

4. How much time does this require from my client?

We respect that your clients are busy. For a standard shoot, we typically need the client on-site for just 90 minutes for the interview. Our crew spends the rest of the day capturing B-roll footage of the location and operations.

5. How quickly can we get the final video?

At Scéal Video, we use a specialised workflow involving AI-assisted editing tools to speed up the process. Typically, you will receive the first draft within 5 working days of the shoot.