Do buyers actually want video on websites or is this just a trend?

Why are B2B teams questioning whether buyers actually want video?

The internet is full of short-form video, making many B2B teams wonder whether they should follow the trend or avoid noise. But the real question is not whether buyers want ‘video’—it’s whether they want clearer, faster ways to understand products. According to Gartner, 83% of the B2B buyer journey now happens before talking to sales, and buyers prefer formats that reduce friction, not add to it. Video becomes valuable when it simplifies learning, not when it is added for aesthetics.

Buyers are overwhelmed by content, emails, and long pages. A short, human explanation can cut through clutter and give them the information they need instantly. When a video is clear and placed at a high-friction moment (homepage, product, or pricing), it feels like a helpful guide—not a gimmick.

The takeaway: video isn’t a trend when it solves a real problem. It only feels like a fad when used without purpose.

What do buyers actually say about video as a research format?

Multiple studies show strong buyer preference for video, especially during early evaluation. Wyzowl’s 2024 State of Video Marketing found that 89% of people say watching a video convinced them to buy a product, and 73% prefer short videos over text when learning about offerings. HubSpot’s content trends report shows similar patterns: video leads all formats in perceived usefulness for product understanding.

This doesn’t mean buyers want 20-minute demos on your homepage. They want clarity. They want to see how something works, whether it's for someone like them, and what the value is. When video answers these questions quickly, it becomes a natural part of the research workflow.

In B2B specifically, TrustRadius found that 87% of buyers prefer a fully or partially self-serve experience. Video accelerates self-serve clarity, which is why buyers gravitate to it when done well.

When do buyers prefer video over text?

Buyers prefer video at moments where understanding matters more than detail. On a homepage, for example, video helps buyers grasp what you do in under a minute—far faster than reading a paragraph. On a product page, a micro-demo shows workflows more effectively than screenshots. On a pricing page, a calm explanation reduces anxiety and clarifies how tiers work.

Where text still wins is in comparison and reference—tables, specifics, integrations, and FAQs. This is why the strongest websites pair video + text together, not one or the other. A video gives orientation and confidence; text fills in depth and detail.

Use video for orientation, clarity, and momentum. Use text for precision. Together, they support the buyer’s preferred way to learn.

Why do some videos feel like a trend while others feel essential?

Bad video feels trendy because it is generic, too long, autoplaying, or not aligned with what the visitor wants in that moment. Buyers bounce because it interrupts rather than assists. Essential video, on the other hand, solves a real comprehension problem and respects the visitor’s time.

Essential video usually has these qualities:

• Short and focused: 30–90 seconds, not a full webinar.
• Human and clear: A real person or clean storyboard with plain-language explanation.
• Placed at a moment of confusion: Homepage clarity gaps, product explanation friction, or pricing uncertainty.
• Optional, not forced: Play on demand, no autoplay with sound.

Differentiation comes from usefulness, not production value. A simple founder explanation often outperforms a cinematic brand film if it answers what buyers want to know.

How does interactive video shift buyer expectations even further?

Interactive video takes the clarity of short-form video and adds control, letting buyers choose their path and self-serve at a deeper level. Instead of forcing every viewer through the same story, you let a CMO, RevOps leader, or founder click into the path that matters to them. This mirrors how modern buyers prefer to research: McKinsey reports that buyers increasingly expect to navigate multiple digital touchpoints independently and value control over their journey.

The interactivity boosts engagement because it replaces passive watching with active exploration. It also generates structured, anonymous intent data—branch choices, drop-offs, CTA clicks—that help you understand what topics matter to different buyers. This turns video from a “content asset” into a learning system for your GTM team.

Most importantly, interactive video transforms the website from a static brochure into a guided experience. That shift alone differentiates you from competitors whose sites still rely heavily on long text and generic feature lists.

How should teams implement video so it feels like a permanent improvement, not a trend?

The key is to use video intentionally, starting with the pages where visitors most need clarity. Focus on placements like:

• Homepage: A short explainer or interactive intro that routes visitors by role or use case.
• Product pages: Micro-demos showing real workflows rather than generic animations.
• Pricing: A simple walkthrough explaining tiers, value, and onboarding expectations.
• Solution pages: Videos framed to industry problems or role-specific use cases.

From there, expand into interactive journeys where buyers can choose their path. The long-term value lies in helping buyers understand and compare faster—something that will always matter in B2B, long after specific video trends fade.

Teams should also track performance: play rate, completion, branch choices, and CTA clicks. This ensures video is continuously refined based on real buyer behaviour, making it a durable part of your website strategy.

FAQ

Do all buyers prefer video?

No, but most appreciate video at key moments. That’s why pairing video with strong text gives visitors freedom to choose how they learn.

Will adding video everywhere help?

No. Focus on pages with high intent or high confusion—homepage, product, pricing—not every corner of the site.

Does video hurt SEO or site speed?

Not if implemented correctly. Lightweight players and async loading keep performance healthy while video improves engagement signals.

Is video just a trend driven by social platforms?

No. While short-form video is popular on social channels, buyers prefer video on websites because it helps them learn faster—not because it’s trendy.