Across the insurance industry, CMOs are deep into the 2026 planning season—forecasting budgets, refining channel mixes, and mapping out campaign priorities. The challenge? A customer base that’s evolving faster than legacy marketing models can keep up with.
Policyholders expect experiences that are simple, visual, and relevant. They no longer tolerate walls of text or generic outreach that fails to meet them where they are. At the same time, marketers face mounting pressure to prove performance, optimize spend, and deliver measurable impact.
Video has emerged as the bridge between those demands: The single most effective medium for clarity, trust, and conversion. Whether clarifying complex coverage, personalizing renewal communications, or humanizing digital interactions, video is becoming the connective tissue across every customer touchpoint.
2026 will reward insurers that move now; those who treat video not as a creative add-on, but as the strategic core of their marketing, CX, and communication ecosystems.
Why video belongs at the center of every insurance marketing strategy
1. Customer expectations are outpacing traditional campaigns
Policyholders don’t want more messages; they want better ones. They crave experiences that feel personal, visual, and easy to digest—especially when navigating something as complex as coverage, benefits, or claims.
Short, tailored videos simplify complex concepts and enhance comprehension. According to Wyzowl’s 2024 State of Video Marketing Report, 96% of consumers say video helps them better understand products and services—a figure insurers can’t ignore when their offerings depend on clarity and confidence.
When customers clearly understand what they’re buying, trust increases, call volumes drop, and retention rises. Personalized video is the fastest route to that clarity.
2. Marketing teams are being asked to prove ROI
Shrinking budgets and heightened accountability mean marketing leaders must demonstrate impact at every level of the funnel. Video delivers both engagement and evidence.
Unlike static creative, video provides measurable metrics, like view-through rates, click paths, watch times, and conversion data. This information reveals not just if audiences engaged, but how deeply and where they took action. These insights help insurers optimize campaigns, validate messaging, and build stronger business cases for investment.
SundaySky’s customers consistently report increases in digital engagement and improvements in customer health scores, demonstrating how video can deliver on both marketing and retention KPIs.
3. Marketing and CX are converging
In 2026, the line between acquisition and experience will blur further. Insurers will need one connected communication strategy that unites awareness, education, and retention, and is built around data and powered by video.
When marketing, sales, and CX share the same visual storytelling tools, teams can deliver consistent, on-brand messaging across every moment of the customer journey. Platforms like SundaySky enable exactly that: empowering insurers to create personalized, compliant, and high-impact videos at scale while maintaining control over brand tone, style, and compliance.
How insurers are using video across the funnel
1. Awareness & acquisition: dynamic video advertising
Video has become the centerpiece of performance marketing for insurers who want to stand out in crowded digital feeds. Dynamic video ads outperform static pre-roll or display by personalizing messaging based on product type, location, weather, or audience segment.
Imagine serving a home insurance ad that references local conditions (“Protect your home this storm season”) or tailoring auto coverage messaging by demographic or region. This kind of contextual relevance drives higher engagement and lower media waste.
By 2026, dynamic creative optimization will no longer be experimental, but expected. Early adopters who standardize video-driven advertising now will enter the year with a significant data and efficiency advantage.
At the campaign level, SundaySky’s Advertise solution helps insurers scale these dynamic ad variations automatically, ensuring every impression reflects the right audience, tone, and message.
2. Mid-funnel engagement: Education & product understanding
Insurance marketers know that education equals conversion. The middle of the funnel is where prospects make sense of coverage details, benefits, and cost. It’s also where many drop off due to confusion.
Here, personalized explainer videos play a pivotal role. They transform dense copy into digestible storytelling, helping customers confidently compare plans or understand key terms. When content is visual, interactive, and relevant to individual needs, conversion rates rise and decision fatigue declines.
By 2026, insurers that master educational clarity will convert faster and retain longer. Those who don’t risk being left behind in a sea of complexity.
SundaySky Create equips marketing teams to produce these videos in-house—maintaining brand consistency and compliance while removing traditional agency bottlenecks.
3. Precision targeting: Account-based marketing (ABM)
As insurers deepen relationships with brokers, employer groups, and partners, video has become the secret weapon of ABM. Personalized 1:1 video outreach cuts through inbox clutter and communicates value far better than presentation decks or templated PDFs.
From customized renewal proposals to personalized event invitations, insurers are using video to add a human touch to digital outreach: boosting open rates, meeting conversions, and partner engagement.
This approach mirrors a broader trend: in 2026, personalization will define competitiveness in B2B insurance marketing. SundaySky for ABM helps teams quickly generate personalized, on-brand content for every key account without sacrificing compliance or creative quality.
4. Retention & loyalty: Lifecycle video campaigns
Retention has never been more critical. As acquisition costs climb, the most forward-thinking insurers are investing in video lifecycle campaigns that keep customers informed, valued, and engaged year-round.
These campaigns might include:
- Personalized renewal reminders with coverage recaps and next-step options
- Cross-sell videos introducing complementary products or add-ons
- “Your Year in Review” recaps that visualize policy value and claim activity
When customers understand their benefits and feel recognized, loyalty follows.
SundaySky’s Amplify platform lets CX, marketing, and account teams create and share these lifecycle videos at scale, combining personalization with built-in brand governance that keeps tone, style, and compliance consistent.
5. Internal & partner marketing: Brand consistency at scale
Behind every great marketing campaign is an aligned organization. Insurers increasingly use video not just for customers, but for agents, brokers, and internal teams, ensuring everyone communicates with the same clarity and consistency.
Internal launch videos, product training, and compliance updates become faster to produce and easier to absorb when delivered through branded, visual storytelling. This drives adoption, speeds up alignment, and strengthens culture.
SundaySky’s brand governance features guarantee that every video, whether from marketing, CX, or sales, stays true to corporate identity while empowering teams to create autonomously.
Metrics that will define success in 2026
To compete effectively, insurers will need to track metrics that connect creative performance with customer outcomes:
Top of Funnel: View-through rate, brand lift, and cost per completed view
Mid-Funnel: Engagement rate, quote completions, and funnel progression
Bottom of Funnel: Renewal rate, NPS, cross-sell, and upsell lift
SundaySky benchmarks show that personalized video campaigns can deliver 2x improvements in customer health scores and up to 800% increases in digital engagement, proving that a video-first strategy drives both measurable efficiency and customer satisfaction.
Why 2025 planning is the key to 2026 success
Marketers who integrate personalized video into their 2025 campaigns aren’t just enhancing next year’s results—they’re building the foundation for 2026 leadership.
By acting now, insurers can develop mature creative templates, data integrations, and measurement frameworks that scale seamlessly into next year. That means less ramp-up, more insight, and a faster path to measurable ROI when budgets reset.
The difference between leaders and laggards in 2026 won’t be creative ambition—it will be operational readiness.
The 2026 outlook for insurance marketing
The coming year will see:
- Deeper integration of advertising, CX, and marketing data
- AI acceleration that automates personalized video creation
- Real-time rendering for instant creative refreshes and regional customization
In this environment, agility will define success. Insurers that can adapt messages, personalize experiences, and prove impact in real time will dominate the digital landscape.
SundaySky’s Advertise, Create, and Amplify solutions equip insurers to do exactly that—turning data, creativity, and personalization into scalable growth.
Ready to build your 2026 video-first marketing strategy?
Book a demo to see how SundaySky helps insurers prepare for 2026 with personalized, on-brand, and high-impact video experiences that drive measurable growth.
