How effective is video for B2B marketing?

Why is video so effective in B2B marketing?

B2B buyers now research independently and often avoid sales calls until late in the process. This shift makes video essential because it condenses complex information into an easy-to-digest format. In fact, 96% of buyers say video helps them understand products better (Wyzowl, 2024).

Video also builds trust in ways static copy cannot. LinkedIn reports that video ads increase purchase intent by 45% (LinkedIn, 2024), underscoring how seeing and hearing real people improves credibility. Importantly, video aligns with buyer preferences. 59% of B2B buyers prefer video over text when researching solutions (HubSpot, 2024). And perhaps most compelling: 78% of B2B buyers have been persuaded to purchase software after watching a video (HubSpot, 2024).

What statistics prove video works in B2B marketing?

• Engagement: B2B video delivers 1200% higher engagement than text + images (Wistia, 2025).
• Completion rates: Videos under 1 minute achieve 66–82% completion vs. just 22% for 20+ minutes (Wistia, 2025).
• ROI: 71% of marketers say short-form video delivers the highest ROI of any content type (HubSpot, 2024).
• Conversions: B2B email campaigns with video see 2–3x higher click-through rates (Vidyard, 2024).
• Sales cycle: 83% of marketers say video helps shorten sales cycles by educating buyers upfront (Vidyard, 2024).
• Trust: 62% of B2B buyers trust LinkedIn video content, the highest of any platform (LinkedIn, 2024).

What are the most effective ways to use video in B2B marketing?

Homepage Introductions

The homepage is often a company’s first chance to make an impression. A short video can instantly humanise the brand, introducing team members or outlining solutions in plain language. According to HubSpot (2024), 65% of buyers say seeing a person in video makes a site more trustworthy. Interactive “concierge” style videos can go even further, letting visitors self-select paths by role, industry, or intent.

Pricing Pages

Pricing is consistently one of the highest drop-off points on B2B websites, with studies showing 40–60% exit rates (Databox, 2023). Buyers often leave due to confusion, sticker shock, or lack of context. Short videos placed on pricing pages can reduce that friction by explaining value, clarifying tiers, and addressing common objections. Vidyard (2024) reports that companies using pricing explainer videos saw 20–30% lower bounce rates compared to static pricing pages.

Product Demos & Features

Video is especially powerful for product demos. On YouTube, how-to and demo content maintains 50%+ completion rates even at 10+ minutes (Wistia, 2025). On-site, however, shorter demos (30–90 seconds) are most effective. These allow buyers to quickly understand features and self-educate, which reduces the number of “basic explanation” sales calls.

Customer Success Stories

Trust is central in B2B, and video testimonials outperform written case studies. In fact, 84% of B2B buyers say customer testimonial videos build more trust than text-only formats (HubSpot, 2024). These short, story-driven videos are especially effective in ABM campaigns, where social proof helps win over committees.

ABM Landing Pages

Personalised video on ABM pages is proving transformative. Vidyard (2024) data shows personalised video can increase engagement by 200–300% compared to generic ABM landing pages. For sales teams, personalised video allows for asynchronous pitching, ensuring that multiple stakeholders in a buying group can experience a tailored message.

Blog & Content Summaries

Most B2B blogs and resources are long-form, making them overwhelming for casual readers. Short recap videos, often under 60 seconds, achieve 66–82% completion rates (Wistia, 2025). These serve as easy “entry points” into deeper content, improving retention and scroll depth.

Email Campaigns

Video is also a proven email performance booster. Simply adding the word “video” in a subject line can increase open rates by 19% (HubSpot, 2024). Meanwhile, Vidyard (2024) reports that emails containing embedded video links drive 2–3x higher click-through rates than text-only campaigns.

Which platforms work best for B2B video?

Company Websites

A company’s own website remains the most critical platform for video because it engages buyers who are already in research mode. According to Wistia (2025), videos placed on product pages achieve some of the highest engagement rates. Interactive elements like CTAs and lead forms also perform strongly, with completion rates of 24% for end-of-video lead forms and 16% CTR on CTA buttons.

Linkedin

LinkedIn is the clear leader for B2B video distribution. Engagement rates rose to 5.6% in 2024, up from 4.0% in 2023, with completion rates above 50% for sub-30-second videos (LinkedIn, 2024). Beyond raw numbers, LinkedIn benefits from trust: 62% of B2B buyers say they trust LinkedIn video content (LinkedIn, 2024).

YouTube

YouTube remains essential for educational and long-form B2B video. While average engagement rates are lower (1.63% for channels under 15k subs, Wistia, 2025), how-to and demo content can achieve 50%+ completion even at 10+ minutes. YouTube’s strength lies in discoverability and content longevity, making it ideal for evergreen training or product tutorials.

TikTok

‍TikTok is an emerging player, with surprisingly strong B2B engagement at 3.85% overall (Wistia, 2025). While adoption is low — only 3% of B2B marketers currently find value there — the algorithm rewards high-completion videos, giving successful B2B content exponential reach.

Instagram & Twitter

‍Instagram Reels generate 38% more engagement than static photos, but overall engagement has fallen to just 0.45% (Wistia, 2025). Twitter/X is in sharper decline, with engagement down to 0.029% and posting frequency reduced by one-third (Wistia, 2025). These platforms can still be useful for distribution, but they’re far less effective than LinkedIn, YouTube, and owned websites.

FAQs

Is video more effective than text in B2B marketing?

‍Yes. Video generates significantly more engagement - 1200% higher than text and images (Wistia, 2025).

What type of video is most effective in B2B?

‍Short-form educational content (30–90s explainers, demos, testimonials) consistently outperforms long-form overviews.

Does video shorten the B2B sales cycle?

‍Yes. 83% of marketers report video shortens time-to-decision (Vidyard, 2024).

Which platform is most effective for B2B video?

LinkedIn leads with 5.6% engagement rates, followed by websites (high on-page engagement), YouTube (educational content), and TikTok (emerging but high upside).

[fs-toc-omit]Can video be used throughout the buyer journey?

‍Absolutely. Video works from awareness (short explainers) to decision (testimonials and demos).