High B2B Video Advertising and marketing Traits to Inform Your Video Advertising and marketing Technique [+ Data & Expert Insight]

With 91% of companies leveraging video and customers preferring video over all different types of content material, you possibly can’t afford to overlook out.

Whereas everyone knows a lot of video advertising and marketing is used within the B2C area, it may be equally efficient within the B2B area if correctly leveraged in your audience.

So what methods, targets, platforms, and metrics are B2B entrepreneurs utilizing for his or her movies? I dug into the outcomes of the HubSpot Weblog’s 2024 analysis 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 and marketing technique.

Desk of Contents

Advantages of Video for B2B Advertising and marketing

Why do you have to think about including (or rising) video content material to your B2B advertising and marketing technique? Listed here 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 audience, 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 and marketing targets, engagement is all the time a very good signal that you just’re successfully connecting together with your viewers.

Furthermore, most B2B consumers want doing their very own analysis earlier than connecting with a gross sales rep, so producing partaking content material to achieve these available in the market in your services or products is essential to turning them into leads.

Sturdy ROI

Video advertising and marketing additionally supplies a powerful return on funding (ROI).

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

Though video manufacturing could be extra demanding than producing different varieties of content material, I feel these numbers converse for themselves when it comes to how video can enhance your advertising and marketing efforts.

Efficient in Reaching Enterprise Objectives

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

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%).

For those who’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 number of different notable the reason why video advertising and marketing is helpful, in accordance with entrepreneurs.

41% say movies assist prospects perceive their services or products.
29% declare movies enhance their website positioning rating and drive natural internet site visitors.
26% have discovered movies enhance their prospects’ onboarding and/or coaching expertise.

I spoke with Mira Nathalea, chief advertising and marketing 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 complicated options. A product demo video breaks down the options and performance of the answer in a manner that’s straightforward for prospects to digest.”

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

“As an alternative of counting on a gross sales workforce to elucidate the product over the cellphone 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 and marketing methods so you possibly can profit from their expertise.

The principle aim of B2B manufacturers is to extend model consciousness by way of video advertising and marketing.

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

Right here’s the breakdown of their targets:

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

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

Quick-form movies, resembling TikTok, Instagram Reels, and YouTube Shorts, are the large 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.

Reside movies are usually not so fashionable, 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 one of the best place to share it together with your viewers? There really appears to be a number of fashionable choices. Right here’s what I discovered:

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

Of those that put up 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 fashionable 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 accordance with our survey.

91% of B2B entrepreneurs leverage AI when creating movies.

With the appearance 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 automated 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? Try 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 here are the metrics video entrepreneurs suppose are most vital to trace:

Engagement, resembling likes, feedback, and shares (43%).
Watch time (39%).
View rely (32%).
Viewers retention (27%).
Follower/subscriber progress (25%).
Common view period (22%).
Common watch proportion (22%).

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

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 best at reaching their targets. Over half say crucial and best content material is showcasing their services or products.

54% make video content material to showcase their merchandise/providers.
39% produce relatable content material.
36% want instructional or informational content material.
32% go for humorous content material.
31% give attention to fashionable content material (e.g., cultural moments, information tales).
29% make video content material that displays their model’s values (range, inclusivity, equality, and so forth.).

Professional tip: Wish to perceive customers’ perspective on video advertising and marketing? Try how video consumption is altering.

Suggestions for Your B2B Video Advertising and marketing Technique

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

1. Set targets to information your video advertising and marketing.

To create an efficient technique, you first want to find out what you hope to attain with video advertising and marketing. Your targets will information the remainder of your choices within the planning and creation course of. I counsel you think about targets resembling:

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

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

Cooper says groups ought to give attention to understanding their audiences.

“What’s their ache level? How will you assist? When you’ve bought one thing, put it on the market, observe the way it performs, and refine as you go. The hot button is simply to start out. 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 in your video content material.

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

Earlier than you fill within the particulars of your mission, I counsel deciding on what sort of video you wish to make. Listed here are some fashionable B2B video sorts:

Buyer testimonials.
Model movies.

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

Recorded webinars.
Professional interviews.

Consider 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 finest in your functions and what resonates together with your viewers.

“You gained’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 palms soiled and dig into as many alternative alternatives as attainable,” advises Elise Montanari, head of natural progress at Wrike.

3. Work inside your price range.

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

The great factor is you don’t want an exorbitant price range 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 analysis helps this discovering, sharing that audiences want genuine, low-budget movies.

Take it from Deni Ivanov, digital advertising and marketing 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 fundamental gear.”

Listed here are a number of exhausting numbers to offer you a way of video advertising and marketing 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, think about instruments like Clip Creator, Vidyard, Vimeo, and Wistia. They will 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 largest 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 constantly placing out content material.

Professional tip: Try the following tips from HubSpot’s video advertising and marketing workforce.

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 crucial key to creating efficient movies.

Take the time to craft a compelling script and think about 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 supplies. You’ll want to edit it to ensure your model voice and message come by.

6. Edit your video for efficient storytelling.

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

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

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

“We use video to simplify complicated ideas by 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 useful. It could significantly velocity up the enhancing course of and add results for top-notch high quality on a price range. Try these video enhancing instruments.

7. Promote your video on the correct channels.

After all of your work creating the video, you wish to be certain your viewers sees it! You might have many choices for methods 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 website positioning/natural search.
43% combine their movies into e-mail campaigns.

My recommendation can 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 straight together with your web site, put up there.

The kind and objective of your video can even decide its placement. A model consciousness video can be higher positioned on social media or pushed with paid adverts, whereas an explainer video might be more practical in your web site or in an e-mail.

Professional tip: Uncover the nuts and bolts of video advertising and marketing with HubSpot’s final information.

8. Monitor efficiency.

Lastly, it’s time to trace how your video does. You’ll give attention to totally different metrics relying in your targets, however fashionable video metrics to regulate are:

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

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

9. Repurpose your video content material.

One of the best information about making video content material? You possibly can increase its worth by repurposing it. Taylor Scher, a B2B website positioning guide, gives some concepts. He says he all the time data his podcast in video kind, 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 new weblog content material.
Use the keypoints and create a LinkedIn carousel.
Have his company share clips to extend his attain.
Combine clips into e-mail newsletters.

“There’s simply so many alternative methods that you could repurpose video content material,” Scher concludes, “It’s truthfully my most important engine for managing a number of channels. I positively 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, information base articles, product explainers, or different advertising and marketing collateral into the premise of your movies.

Lights, Digital camera, Motion!

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

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

I feel what we will’t ignore is that video advertising and marketing is a vital a part of any advertising and marketing technique in 2025. So, let the cameras roll!

Editor’s word: This put up was initially printed in Could 2022 and has been up to date for comprehensiveness.