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

With 91% of businesses leveraging video and consumers preferring video over all different types of content material, you may’t afford to overlook out.

Whereas everyone knows plenty of video advertising is used within the B2C area, it may be equally efficient within the B2B area if correctly leveraged to your target market.

So what methods, objectives, platforms, and metrics are B2B entrepreneurs utilizing for his or her movies? I dug into the outcomes of the HubSpot Blog’s 2024 research that surveyed over 500 U.S. entrepreneurs to search out out.

Under I spotlight the important thing traits we found and how one can apply these insights to your video advertising technique.

Desk of Contents

Advantages of Video for B2B Advertising and marketing

Why must you take into account including (or rising) video content material to your B2B advertising technique? Listed below are probably the most convincing causes I discovered in our survey.

Excessive Ranges of Engagement

Entrepreneurs report that video leads to excessive engagement from their target market, with about one-third claiming video generates extra leads than different varieties of content material. We additionally discovered that movies get extra likes, shares, and feedback.

No matter your particular advertising objectives, engagement is all the time signal that you just’re successfully connecting together with your viewers.

Furthermore, most B2B buyers choose doing their very own analysis earlier than connecting with a gross sales rep, so producing partaking content material to achieve these out there to your services or products is vital to turning them into leads.

Robust ROI

Video advertising additionally gives a robust return on funding (ROI).

Of the entrepreneurs we surveyed, 52% reported a excessive ROI and 47% a median ROI on their video content material. Total, 22% stated the ROI of video content material is larger than different varieties of advertising content material.

Though video manufacturing could be extra demanding than producing different varieties of content material, I feel these numbers converse for themselves by way of how video can increase your advertising efforts.

Efficient in Reaching Enterprise Objectives

A powerful 73% of respondents discover video advertising efficient or very efficient in serving to them attain their enterprise objectives.

They discovered it notably efficient in these three areas:

• Enhancing the understanding of their services or products (79%).
• Participating their viewers (77%).
• Producing leads (79%).

When you’re aiming to enhance any of those metrics for your enterprise, I feel video is a should.

Different Advantages

Moreover, I wish to spotlight a couple of different notable explanation why video advertising is useful, in keeping with entrepreneurs.

• 41% say movies assist prospects perceive their services or products.
• 29% declare movies increase their search engine marketing rating and drive natural internet visitors.
• 26% have discovered movies enhance their prospects’ onboarding and/or coaching expertise.

I spoke with Mira Nathalea, chief advertising officer at SoftwareHow, who emphasizes the significance of movies for B2B merchandise from the SaaS, tech, and manufacturing sectors. I feel she properly sums up the advantages I simply famous.

She says, “Utilizing product demo movies for our B2B makes it a lot simpler to make clear advanced options. A product demo video breaks down the options and performance of the answer in a means that’s straightforward for prospects to digest.”

Nathalea notes that video additionally hastens the decision-making course of.

“As an alternative of counting on a gross sales crew to clarify the product over the telephone or by way of e mail, prospects can view a demo at their very own tempo, enabling them to make extra knowledgeable choices,” Nathalea says.

B2B Video Advertising and marketing Stats

Now, I’ll share the small print of the insights we gained from entrepreneurs already utilizing video of their advertising methods so you may profit from their expertise.

The principle objective of B2B manufacturers is to extend model consciousness by way of video advertising.

When requested about their video technique objectives, most B2B video entrepreneurs are centered on model consciousness and increasing their on-line presence.

Right here’s the breakdown of their objectives:

• Rising model consciousness/reaching new audiences — 52%.
• Rising on-line engagement — 38%.
• Rising income/gross sales — 36%.
• Rising their on-line neighborhood/following — 33%.
• Fostering relationships with their prospects/rising model loyalty — 23%.
• Enhancing model sentiment — 19%.
• Enhancing buyer understanding of their merchandise/companies — 15%.

B2B manufacturers report probably the most success with short-form video.

Short-form videos, akin to TikTok, Instagram Reels, and YouTube Shorts, are the massive winners for B2B movies.

A whopping 83% of the entrepreneurs surveyed use this format. Moreover, the bulk report the very best ROI (71%), the very best engagement (66%), and probably the most leads from their short-form movies (60%).

Lengthy-form movies are the second hottest, utilized by 39% of entrepreneurs. Of these, 22% reported getting the very best ROI and the very best engagement from long-form movies, and 28% probably the most leads.

Stay movies should not so common, with solely 14% saying they use them, with 6% having the very best ROI and 12% reporting the very best engagement and variety of leads.

Most B2B entrepreneurs share their movies on social media.

When you make a video, the place is the perfect place to share it together with your viewers? There truly appears to be a number of common choices. Right here’s what I discovered:

• 81% submit their movies on social media.
• 63% use YouTube or Vimeo.
• 56% submit on their weblog or web site.
• 24% share by way of e mail.
• 1% use different means.

Of those that submit movies on social media, Instagram takes the cake. 76% of entrepreneurs use Instagram, reporting the very best ROI, the very best ranges of engagement, and the best variety of leads out of any social media platform.

Nevertheless, solely 4% reported producing ephemeral content material like IG tales that disappear after 24 hours.

Different common social media platforms boast the next stats:

• 67% of entrepreneurs use YouTube. It takes second place for highest ROI and third for engagement and leads.
• 60% use Fb, with the fourth highest ranges of ROI, engagement, and leads.
• 54% use TikTok and report the third highest ROI, second for engagement and leads.

Whereas 38% of entrepreneurs use X and 21% use LinkedIn, they didn’t report excessive ranges of ROI, engagement, or leads. Different social platforms fare even worse, in keeping with our survey.

91% of B2B entrepreneurs leverage AI when creating movies.

With the arrival of AI, I assume this stat comes as no shock. However how precisely B2B manufacturers are using AI is what I discover attention-grabbing. Test it out:

• 37% are utilizing AI to generate video descriptions, titles, or tags to make their movies extra searchable.
• 36% are utilizing it to enhance or generate visible results layered on their movies.
• 27% use AI to generate textual content, titles, transitions, or different mild visible options.
• 26% use it for lighting, shade correction, or different computerized enhancements.
• 24% use it to create outlines for his or her movies.

Professional tip: Are you curious about utilizing AI to assist together with your video creation course of? Take a look at HubSpot’s AI-powered Clip Creator.

Entrepreneurs are monitoring engagement and watch time.

All entrepreneurs know metrics are the proof within the pudding of how properly your content material is doing. Listed below are the metrics video entrepreneurs suppose are most necessary to trace:

• Engagement, akin to likes, feedback, and shares (43%).
• Watch time (39%).
• View depend (32%).
• Viewers retention (27%).
• Follower/subscriber development (25%).
• Common view length (22%).
• Common watch proportion (22%).

Our survey additionally revealed that entrepreneurs are inclined to pay much less consideration to CTR, conversion price, and play price. I feel this aligns with our discovering that model consciousness and on-line engagement are their major objectives.

Most manufacturers use movies to showcase their services or products.

What are B2B manufacturers utilizing their movies for?

We requested entrepreneurs to share what content material is of their movies and which they suppose is only at reaching their objectives. Over half say an important and only content material is showcasing their services or products.

• 54% make video content material to showcase their merchandise/companies.
• 39% produce relatable content material.
• 36% choose instructional or informational content material.
• 32% go for humorous content material.
• 31% deal with stylish content material (e.g., cultural moments, information tales).
• 29% make video content material that displays their model’s values (range, inclusivity, equality, and many others.).

Professional tip: Need to perceive customers’ perspective on video advertising? Take a look at how video consumption is changing.

Suggestions for Your B2B Video Advertising and marketing Technique

Now, let’s see how one can put these insights into motion with a video marketing strategy.

1. Set objectives to information your video advertising.

To create an efficient technique, you first want to find out what you hope to attain with video advertising. Your objectives will information the remainder of your choices within the planning and creation course of. I recommend you take into account objectives akin to:

• Rising model consciousness.
• Rising income/gross sales.
• Rising your on-line neighborhood/following.
• Fostering relationships together with your prospects.
• Enhancing buyer understanding of your merchandise/companies.
• Producing leads.
• Rising web site visitors.
• Establishing thought management.
• Educating your viewers.

Professional tip: Vahbiz Cooper, a digital marketer for Demandbase, shares this piece of recommendation: “When you’re simply beginning out, don’t stress about making it excellent. Begin small. Choose one objective — like constructing consciousness or producing leads — and one format, possibly a buyer testimonial or a how-to video.”

Cooper says groups ought to deal with understanding their audiences.

“What’s their ache level? How will you assist? When you’ve bought one thing, put it on the market, monitor the way it performs, and refine as you go. The secret is simply to begin. Your first video doesn’t should be a masterpiece — it simply must be actual and helpful,” Cooper says.

2. Brainstorm video content material concepts.

Now for the enjoyable half! Brainstorm concepts to your video content material.

Surprisingly, 34% of entrepreneurs cite the shortage of video content material concepts as the most important problem of video advertising. I like to recommend writing down something that involves your thoughts after which sifting by means of it and narrowing it down later.

Earlier than you fill within the particulars of your venture, I recommend deciding on what sort of video you wish to make. Listed below are some common B2B video varieties:

• Buyer testimonials.
• Model movies.

• Explainer movies.
• Case research movies.
• Launch movies.
• How-to movies.
• Product demos.

• Recorded webinars.
• Professional interviews.

Be mindful the recognition of short-form video cited above, however don’t be afraid of long-form in case your content material requires that format.

Professional tip: Experiment with various kinds of video to find what works greatest to your functions and what resonates together with your viewers.

“You received’t all the time know what’s going to carry out properly till you see the efficiency metrics, so don’t be afraid to get your fingers soiled and dig into as many various alternatives as doable,” advises Elise Montanari, head of natural development at Wrike.

3. Work inside your funds.

Now for the not-so-fun half: figuring out your funds. How a lot are you (or your organization) keen to put money into video advertising?

The nice factor is you don’t want an exorbitant funds or top-tier gear to make highly effective movies. What I heard again and again from the consultants I talked to is that overly polished, salesy movies don’t come throughout properly. Wistia research helps this discovering, sharing that audiences choose genuine, low-budget movies.

Take it from Deni Ivanov, digital advertising supervisor at Royal Clear: “What doesn’t work for us is very polished, overly produced movies. Our viewers values authenticity, so we’ve pivoted to low-budget however relatable content material filmed with smartphones or primary gear.”

Listed below are a couple of hard numbers to present you a way of video advertising spend:

• 8% of companies spend below $100K per quarter.
• 45% spend between $20K and $100K.
• 47% below $20K.

Professional tip: If you wish to create good high quality movies in-house, take into account instruments like Clip Creator, Vidyard, Vimeo, and Wistia. They may also help you produce and measure high-impact movies that convert.

4. Set a schedule.

Time is of the essence. Greater than a 3rd of entrepreneurs discover the shortage of time to create video content material the most important problem — much more than cash.

I like to recommend creating each a manufacturing timeline so that you create your movies in a well timed method and a posting schedule so that you’re persistently placing out content material.

Professional tip: Take a look at these tips from HubSpot’s video marketing team.

5. Write a compelling script.

As I discussed above, genuine video content material resonates with audiences greater than fancy however empty movies. In truth, 37% of entrepreneurs suppose that creating partaking storytelling is an important key to creating efficient movies.

Take the time to craft a compelling script and take into account how the pictures, visuals, music, and audio all contribute to telling the story you wish to share.

Professional tip: Generative AI could be tremendous useful in brainstorming script concepts or writing a primary draft. Nevertheless, don’t simply run the script AI gives. Remember to edit it to verify your model voice and message come by means of.

6. Edit your video for efficient storytelling.

After filming your video, it’s time to edit. An excellent edit could make video higher, whereas a poor edit can flip your viewers away. In truth, 40% of entrepreneurs say partaking video enhancing is most necessary for creating efficient movies.

Two issues to remember: The primary few seconds are probably the most essential to capturing viewers’ consideration, in keeping with 51% of entrepreneurs. Then, making movies concise is vital to retaining their consideration till the top.

Adil Advani, affiliate product proprietor at Securiti.ai, highlights this level:

“We use video to simplify advanced ideas by means of explainer movies. What works properly is specializing in concise, value-driven content material that solutions particular buyer ache factors. For instance, switching from a 5-minute demo to a 90-second highlights video elevated our engagement charges by 45%.”

Professional tip: Enhancing is one other space the place entrepreneurs discover AI helpful. It might probably drastically velocity up the enhancing course of and add results for top-notch high quality on a funds. Take a look at these video editing tools.

7. Promote your video on the proper channels.

After all of your work creating the video, you wish to be certain your viewers sees it! You’ve many choices for the right way to promote your video from social media to paid adverts to e mail.

Right here’s how different entrepreneurs select to share their movies:

• 69% promote their movies on social media platforms.
• 48% add their movies to their web site or weblog.
• 46% run paid adverts for his or her movies.
• 44% optimize their title and outline for search engine marketing/natural search.
• 43% combine their movies into e mail campaigns.

My recommendation could be to go the place your viewers is. If you have already got a strong social following, use that. If prospects usually tend to work together instantly together with your web site, submit there.

The sort and objective of your video may decide its placement. A model consciousness video could be higher positioned on social media or pushed with paid adverts, whereas an explainer video may very well be more practical in your web site or in an e mail.

Professional tip: Uncover the nuts and bolts of video advertising with HubSpot’s ultimate guide.

8. Monitor efficiency.

Lastly, it’s time to trace how your video does. You’ll deal with different metrics relying in your objectives, however common video metrics to control are:

• Engagement. What number of likes, feedback, and shares?
• Watch time. How lengthy do viewers stick round to look at your video? Are they watching the entire thing or transferring on earlier than it’s completed?
• View depend. How many individuals are viewing your video?

Professional tip: These tools could make monitoring and analyzing your video efficiency simpler.

9. Repurpose your video content material.

The very best information about making video content material? You possibly can broaden its worth by repurposing it. Taylor Scher, a B2B search engine marketing guide, affords some concepts. He says he all the time data his podcast in video type, which permits him to do the next:

• Flip it into clips for social.
• Flip it into clips for YouTube Shorts.
• Use the transcript as a foundation for brand spanking new weblog content material.
• Use the keypoints and create a LinkedIn carousel.
• Have his friends share clips to extend his attain.
• Combine clips into e mail newsletters.

“There’s simply so many various methods you could repurpose video content material,” Scher concludes, “It’s actually my most important engine for managing a number of channels. I undoubtedly couldn’t do that if I have been creating distinctive content material for every channel.”

Professional tip: You possibly can reverse engineer Scher’s recommendation and repurpose blogs, data base articles, product explainers, or different advertising collateral into the premise of your movies.

Lights, Digicam, Motion!

With these stats and ideas at your fingertips, I hope you are feeling empowered to begin integrating video into your B2B advertising technique or to extend your efforts.

I’ve discovered that the important thing to success is aligning your content material with the proper format and the proper channels to achieve your target market.

I feel what we are able to’t ignore is that video advertising is a necessary a part of any advertising technique in 2025. So, let the cameras roll!

Editor’s be aware: This submit was initially printed in Might 2022 and has been up to date for comprehensiveness.