Top B2B Video Marketing Trends to Inform Your Video Marketing Strategy [+ Data & Expert Insight]

With 91% of businesses leveraging video and consumers preferring video complete each different forms of content, you can’t spend to miss out.

While we each cognize tons of video trading is utilized successful nan B2C space, it tin beryllium arsenic effective successful nan B2B abstraction if decently leveraged for your target audience.

So what strategies, goals, platforms, and metrics are B2B marketers utilizing for their videos? I dug into nan results of nan HubSpot Blog’s 2024 research that surveyed complete 500 U.S. marketers to find out.

Below I item nan cardinal trends we discovered and really you tin use these insights to your video trading strategy.

Table of Contents

• Benefits of Video for B2B Marketing
• B2B Video Marketing Stats
• Tips for Your B2B Video Marketing Strategy

Benefits of Video for B2B Marketing

Why should you see adding (or increasing) video contented to your B2B trading strategy? Here are nan astir convincing reasons I recovered successful our survey.

High Levels of Engagement

Marketers study that video results successful precocious engagement from their target audience, pinch astir one-third claiming video generates much leads than different types of content. We besides recovered that videos get much likes, shares, and comments.

Regardless of your circumstantial trading goals, engagement is ever a bully motion that you’re efficaciously connecting pinch your audience.

Moreover, most B2B buyers for illustration doing their ain investigation earlier connecting pinch a income rep, truthful producing engaging contented to scope those successful nan marketplace for your merchandise aliases work is cardinal to turning them into leads.

Strong ROI

Video trading besides provides a beardown return connected finance (ROI).

Of nan marketers we surveyed, 52% reported a precocious ROI and 47% an mean ROI connected their video content. Overall, 22% said nan ROI of video contented is higher than different types of trading content.

Although video accumulation tin beryllium much demanding than producing different types of content, I deliberation these numbers speak for themselves successful position of really video tin boost your trading efforts.

Effective successful Reaching Business Goals

An awesome 73% of respondents find video trading effective aliases very effective successful helping them scope their business goals.

They recovered it peculiarly effective successful these 3 areas:

• Improving nan understanding of their merchandise aliases work (79%).
• Engaging their assemblage (77%).
• Generating leads (79%).

If you’re aiming to amended immoderate of these metrics for your business, I deliberation video is simply a must.

Other Benefits

Additionally, I want to item a fewer different notable reasons why video trading is beneficial, according to marketers.

• 41% opportunity videos thief customers understand their merchandise aliases service.
• 29% declare videos boost their SEO ranking and thrust integrated web traffic.
• 26% person recovered videos amended their customers’ onboarding and/or training experience.

I said pinch Mira Nathalea, main trading serviceman astatine SoftwareHow, who emphasizes nan value of videos for B2B products from nan SaaS, tech, and manufacturing sectors. I deliberation she nicely sums up nan benefits I conscionable noted.

She says, “Using merchandise demo videos for our B2B makes it truthful overmuch easier to explain analyzable features. A merchandise demo video breaks down nan features and functionality of nan solution successful a measurement that’s easy for prospects to digest.”

Nathalea notes that video besides speeds up nan decision-making process.

“Instead of relying connected a income squad to explicate nan merchandise complete nan telephone aliases via email, customers tin position a demo astatine their ain pace, enabling them to make much informed decisions,” Nathalea says.

B2B Video Marketing Stats

Now, I’ll stock nan specifications of nan insights we gained from marketers already utilizing video successful their trading strategies truthful you tin use from their experience.

The main extremity of B2B brands is to summation marque consciousness via video marketing.

When asked astir their video strategy goals, astir B2B video marketers are focused connected marque consciousness and expanding their online presence.

Here’s nan breakdown of their goals:

• Increasing marque awareness/reaching caller audiences — 52%.
• Increasing online engagement — 38%.
• Increasing revenue/sales — 36%.
• Growing their online community/following — 33%.
• Fostering relationships pinch their customers/increasing marque loyalty — 23%.
• Improving marque sentiment — 19%.
• Improving customer knowing of their products/services — 15%.

B2B brands study nan astir occurrence pinch short-form video.

Short-form videos, specified arsenic TikTok, Instagram Reels, and YouTube Shorts, are nan large winners for B2B videos.

A whopping 83% of nan marketers surveyed usage this format. Furthermore, nan mostly study nan highest ROI (71%), nan highest engagement (66%), and nan astir leads from their short-form videos (60%).

Long-form videos are nan 2nd astir popular, utilized by 39% of marketers. Of those, 22% reported getting nan highest ROI and nan highest engagement from long-form videos, and 28% nan astir leads.

Live videos are not truthful popular, pinch only 14% saying they usage them, pinch 6% having nan highest ROI and 12% reporting nan highest engagement and number of leads.

Most B2B marketers stock their videos connected societal media.

Once you make a video, wherever is nan champion spot to stock it pinch your audience? There really seems to beryllium respective celebrated options. Here’s what I learned:

• 81% station their videos connected societal media.
• 63% usage YouTube aliases Vimeo.
• 56% station connected their blog aliases website.
• 24% stock via email.
• 1% usage different means.

Of those who station videos connected societal media, Instagram takes nan cake. 76% of marketers usage Instagram, reporting nan highest ROI, nan highest levels of engagement, and nan top number of leads retired of immoderate societal media platform.

However, only 4% reported producing ephemeral contented for illustration IG stories that vanish aft 24 hours.

Other celebrated societal media platforms boast nan pursuing stats:

• 67% of marketers usage YouTube. It takes 2nd spot for highest ROI and 3rd for engagement and leads.
• 60% usage Facebook, pinch nan 4th highest levels of ROI, engagement, and leads.
• 54% usage TikTok and study nan 3rd highest ROI, 2nd for engagement and leads.

While 38% of marketers usage X and 21% usage LinkedIn, they didn’t study precocious levels of ROI, engagement, aliases leads. Other societal platforms fare moreover worse, according to our survey.

91% of B2B marketers leverage AI erstwhile creating videos.

With nan advent of AI, I conjecture this stat comes arsenic nary surprise. But how exactly B2B brands are employing AI is what I find interesting. Check it out:

• 37% are utilizing AI to make video descriptions, titles, aliases tags to make their videos much searchable.
• 36% are utilizing it to amended aliases make ocular effects layered connected their videos.
• 27% usage AI to make text, titles, transitions, aliases different ray ocular features.
• 26% usage it for lighting, colour correction, aliases different automatic improvements.
• 24% usage it to create outlines for their videos.

Pro tip: Are you willing successful utilizing AI to thief pinch your video creation process? Check retired HubSpot’s AI-powered Clip Creator.

Marketers are search engagement and watch time.

All marketers cognize metrics are nan impervious successful nan pudding of really good your contented is doing. Here are nan metrics video marketers deliberation are astir important to track:

• Engagement, specified arsenic likes, comments, and shares (43%).
• Watch clip (39%).
• View count (32%).
• Audience retention (27%).
• Follower/subscriber maturation (25%).
• Average position long (22%).
• Average watch percent (22%).

Our study besides revealed that marketers thin to salary little attraction to CTR, conversion rate, and play rate. I deliberation this aligns pinch our uncovering that marque consciousness and online engagement are their superior goals.

Most brands usage videos to showcase their merchandise aliases service.

What are B2B brands utilizing their videos for?

We asked marketers to stock what contented is successful their videos and which they deliberation is astir effective astatine reaching their goals. Over half opportunity nan astir important and astir effective contented is showcasing their merchandise aliases service.

• 54% make video contented to showcase their products/services.
• 39% nutrient relatable content.
• 36% for illustration acquisition aliases informational content.
• 32% spell for funny content.
• 31% attraction connected trendy contented (e.g., taste moments, news stories).
• 29% make video contented that reflects their brand’s values (diversity, inclusivity, equality, etc.).

Pro tip: Want to understand consumers’ position connected video marketing? Check retired how video depletion is changing.

Tips for Your B2B Video Marketing Strategy

Now, let’s spot really you tin put these insights into action pinch a video trading strategy.

1. Set goals to guideline your video marketing.

To create an effective strategy, you first request to find what you dream to execute pinch video marketing. Your goals will guideline nan remainder of your decisions successful nan readying and creation process. I propose you see goals specified as:

• Increasing marque awareness.
• Increasing revenue/sales.
• Growing your online community/following.
• Fostering relationships pinch your customers.
• Improving customer knowing of your products/services.
• Generating leads.
• Increasing website traffic.
• Establishing thought leadership.
• Educating your audience.

Pro tip: Vahbiz Cooper, a integer marketer for Demandbase, shares this portion of advice: “If you’re conscionable starting out, don’t accent astir making it perfect. Start small. Pick 1 extremity — for illustration building consciousness aliases generating leads — and 1 format, possibly a customer testimonial aliases a how-to video.”

Cooper says teams should attraction connected knowing their audiences.

“What’s their symptom point? How tin you help? Once you’ve sewage something, put it retired there, way really it performs, and refine arsenic you go. The cardinal is conscionable to start. Your first video doesn’t request to beryllium a masterpiece — it conscionable needs to beryllium existent and useful,” Cooper says.

2. Brainstorm video contented ideas.

Now for nan nosy part! Brainstorm ideas for your video content.

Surprisingly, 34% of marketers mention nan deficiency of video contented ideas arsenic nan biggest situation of video marketing. I urge penning down thing that comes to your mind and past sifting done it and narrowing it down later.

Before you capable successful nan specifications of your project, I propose deciding connected what benignant of video you want to make. Here are immoderate celebrated B2B video types:

• Customer testimonials.
• Brand videos.

• Explainer videos.
• Case study videos.
• Launch videos.
• How-to videos.
• Product demos.

• Recorded webinars.
• Expert interviews.

Keep successful mind nan fame of short-form video cited above, but don’t beryllium acrophobic of long-form if your contented requires that format.

Pro tip: Experiment pinch different types of video to observe what useful champion for your purposes and what resonates pinch your audience.

“You won’t ever cognize what will execute good until you spot nan capacity metrics, truthful don’t beryllium acrophobic to get your hands soiled and excavation into arsenic galore different opportunities arsenic possible,” advises Elise Montanari, caput of integrated maturation astatine Wrike.

3. Work wrong your budget.

Now for nan not-so-fun part: determining your budget. How overmuch are you (or your company) consenting to put successful video marketing?

The bully point is you don’t request an exorbitant fund aliases top-tier instrumentality to make powerful videos. What I heard complete and complete again from nan experts I talked to is that overly polished, salesy videos don’t travel crossed well. Wistia research supports this finding, sharing that audiences for illustration authentic, low-budget videos.

Take it from Deni Ivanov, integer trading head astatine Royal Clean: “What doesn’t activity for america is highly polished, overly produced videos. Our assemblage values authenticity, truthful we’ve pivoted to low-budget but relatable contented filmed pinch smartphones aliases basal equipment.”

Here are a fewer hard numbers to springiness you a consciousness of video trading spend:

• 8% of businesses walk nether $100K per quarter.
• 45% walk betwixt $20K and $100K.
• 47% nether $20K.

Pro tip: If you want to create bully value videos in-house, see devices for illustration Clip Creator, Vidyard, Vimeo, and Wistia. They tin thief you nutrient and measurement high-impact videos that convert.

4. Set a schedule.

Time is of nan essence. More than a 3rd of marketers find nan deficiency of clip to create video contented nan biggest situation — moreover much than money.

I urge creating some a accumulation timeline truthful you create your videos successful a timely mode and a posting schedule truthful you’re consistently putting retired content.

Pro tip: Check retired these tips from HubSpot’s video trading team.

5. Write a compelling script.

As I mentioned above, authentic video contented resonates pinch audiences much than fancy but quiet videos. In fact, 37% of marketers deliberation that creating engaging storytelling is nan astir important cardinal to creating effective videos.

Take nan clip to trade a compelling script and see really nan shots, visuals, music, and audio each lend to telling nan communicative you want to share.

Pro tip: Generative AI tin beryllium ace adjuvant successful brainstorming book ideas aliases penning a first draft. However, don’t conscionable tally nan book AI provides. Be judge to edit it to make judge your marque sound and connection travel through.

6. Edit your video for effective storytelling.

After filming your video, it’s clip to edit. A bully edit tin make a bully video better, while a mediocre edit tin move your viewers away. In fact, 40% of marketers opportunity engaging video editing is astir important for creating effective videos.

Two things to support successful mind: The first fewer seconds are nan astir important to capturing viewers’ attention, according to 51% of marketers. Then, making videos concise is cardinal to keeping their attraction until nan end.

Adil Advani, subordinate merchandise proprietor astatine Securiti.ai, highlights this point:

“We usage video to simplify analyzable concepts done explainer videos. What useful good is focusing connected concise, value-driven contented that answers circumstantial customer symptom points. For example, switching from a 5-minute demo to a 90-second highlights video accrued our engagement rates by 45%.”

Pro tip: Editing is different area wherever marketers find AI helpful. It tin greatly velocity up nan editing process and adhd effects for top-notch value connected a budget. Check retired these video editing tools.

7. Promote your video connected nan correct channels.

After each your activity creating nan video, you want to beryllium judge your assemblage sees it! You person galore options for really to beforehand your video from societal media to paid ads to email.

Here’s really different marketers take to stock their videos:

• 69% beforehand their videos connected societal media platforms.
• 48% adhd their videos to their website aliases blog.
• 46% tally paid ads for their videos.
• 44% optimize their title and explanation for SEO/organic search.
• 43% merge their videos into email campaigns.

My proposal would beryllium to spell wherever your assemblage is. If you already person a coagulated societal following, usage that. If customers are much apt to interact straight pinch your website, station there.

The type and intent of your video tin besides find its placement. A marque consciousness video would beryllium amended placed connected societal media aliases pushed pinch paid ads, while an explainer video could beryllium much effective connected your website aliases successful an email.

Pro tip: Discover nan nuts and bolts of video trading pinch HubSpot’s eventual guide.

8. Track performance.

Finally, it’s clip to way really your video does. You’ll attraction connected different metrics depending connected your goals, but celebrated video metrics to support an oculus connected are:

• Engagement. How galore likes, comments, and shares?
• Watch time. How agelong do viewers instrumentality astir to watch your video? Are they watching nan full point aliases moving connected earlier it’s finished?
• View count. How galore group are viewing your video?

Pro tip: These tools tin make search and analyzing your video capacity easier.

9. Repurpose your video content.

The champion news astir making video content? You tin grow its worth by repurposing it. Taylor Scher, a B2B SEO consultant, offers immoderate ideas. He says he ever records his podcast successful video form, which allows him to do nan following:

• Turn it into clips for social.
• Turn it into clips for YouTube Shorts.
• Use nan transcript arsenic a ground for caller blog content.
• Use nan keypoints and create a LinkedIn carousel.
• Have his guests stock clips to summation his reach.
• Integrate clips into email newsletters.

“There’s conscionable truthful galore different ways that you tin repurpose video content,” Scher concludes, “It’s honestly my main motor for managing aggregate channels. I decidedly could not do this if I were creating unsocial contented for each channel.”

Pro tip: You tin reverse technologist Scher’s proposal and repurpose blogs, knowledge guidelines articles, merchandise explainers, aliases different trading collateral into nan ground of your videos.

Lights, Camera, Action!

With these stats and tips astatine your fingertips, I dream you consciousness empowered to commencement integrating video into your B2B trading strategy aliases to summation your efforts.

I’ve learned that nan cardinal to occurrence is aligning your contented pinch nan correct format and nan correct channels to scope your target audience.

I deliberation what we can’t disregard is that video trading is an basal portion of immoderate trading strategy successful 2025. So, fto nan cameras roll!

Editor's note: This station was primitively published successful May 2022 and has been updated for comprehensiveness.