Video Content

10+ Amazing B2B Video Marketing Statistics & Latest Trends (2024)

Laura Chaves
December 21, 2023

The State of Video in 2024

B2B organizations increasingly turn to video marketing as a powerful tool to engage, educate, and connect with their target audience.

Video consumption in B2B marketing strategies has become more prevalent than ever, driven by its ability to convey complex information in an easily digestible format and its capacity to foster trust and relationships in a virtual world.

To shed light on the significance and impact of B2B video marketing, here are the updated B2B video marketing statistics highlighting its growth, effectiveness, and the undeniable potential it holds for businesses looking to thrive in the competitive marketplace.


    Business-to-Business Video Marketing Data Quick Summary

    Infrographics of a Business-to-Business Video Marketing Data Quick Summary

    • In 2023, there are about 3.48 billion digital video viewers, marking a significant leap from the 2.78 billion in 2019.
    • B2B marketing experts who harness the power of video experience a jaw-dropping 49% faster growth in revenue compared to those who don’t.
    • 96% of individuals rely on videos to gain deeper insights into products and services, choosing to watch videos instead of reading manuals or text instructions.
    • 50% of B2B purchasers rely on video content when making purchasing decisions.
    • In 2023, B2B video content now achieves an average engagement rate that is 1200% higher than text and image-based content combined.

    Top 15 Stats on Video Marketing in the Business-to-Business Sector

    1. Usage by B2B Marketers: 87% of B2B marketers integrate video into their marketing strategies.

    Infographics on How B2B Videos Drive Success and Engagement


    The data from the Content Marketing Institute underscores the widespread adoption of video marketing within the B2B sector.

    It indicates that the majority of B2B companies acknowledge the critical role of video in establishing connections with their intended audience and effectively showcasing their product or service.

    The widespread adoption of explainer videos speaks to the adaptability of B2B marketers in harnessing the dynamic potential of video content within their strategies.

    These marketers have harnessed the dynamic potential of video content as a versatile and persuasive medium.

    By utilizing explainer videos, they have successfully distilled complex concepts and offerings into digestible, engaging formats that resonate with their audience, ultimately contributing to their marketing success.

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    2. B2B Buyer Engagement: Around 70% of B2B buyers and researchers engage with videos during their purchasing journey.

    According to Google, 70% of B2B buyers and researchers incorporate video content into their decision-making journey.

    The video marketing stats highlight the valuable role that screen-recorded videos, YouTube videos, and other types of videos play in the decision-making process for B2B buyers.

    Companies that produce informative and engaging video content have the advantage of effectively guiding potential customers along their purchasing journey, ultimately enhancing their prospects of successfully closing a sale.

    “Companies creating informative and captivating video content gain the upper hand in expertly guiding potential customers through their buying journey, ultimately improving their chances of securing a successful sale.” – Vidico

    Video content becomes the bridge that connects businesses with their target audience, facilitating informed decision-making and fostering more robust customer relationships.

    3. ROI of Video Content: 52% of B2B marketers acknowledge video as the content type yielding the highest return on investment.

    As per Smart Insights data, 52% of B2B marketers affirm that video content delivers the highest return on investment (ROI) among various content types.

    This statistic underscores the confidence of B2B marketers in the effectiveness of video marketing strategy to yield favorable ROI.

    Companies that allocate resources to produce high-quality video content can anticipate significant benefits in lead generation and increased sales, making it a valuable investment in their marketing strategies.

    It demonstrates that businesses attuned to the potential of video are positioned to reap substantial rewards, reaffirming video’s central role in contemporary marketing success.

    Consider this: most people are tuned in to their mobile devices, and by bringing your product or service to social media platforms, they can watch videos, learn from them, and be interested in your business.

    4. Impact on Revenue Growth: B2B marketers utilizing video report 49% faster revenue growth than non-users.

    According to data from WordStream, current video marketers who incorporate video into their strategies achieve a remarkable 49% faster revenue growth than those who do not use video.

    This statistic highlights the substantial positive influence of video marketing on business performance. By embracing video as a marketing tool, companies can effectively seize their target audience’s attention and convey their value proposition.

    Ultimately, video marketing can expedite revenue growth through heightened lead generation and improved conversion rates.

    The video marketing statistics serve as a resounding endorsement of the video’s potential to expedite revenue growth and solidify its position as an indispensable asset in the modern B2B marketing strategy [1].

    5. Effectiveness in Attracting Attention: 85% of B2B marketers find video an effective medium and marketing tool for online engagement.

    Infographics on B2B Video Marketing's Impact on Online Engagement

    As reported by Vidyard, an impressive 85% of B2B marketers affirm that video proves to be a highly effective method for capturing online attention.

    This statistic underscores the belief among B2B marketers that video content is a potent tool for grabbing the interest of online audiences.

    By leveraging informative video content, businesses can successfully captivate their target audience’s attention and differentiate themselves from competitors in the digital landscape.

    The video marketing statistics show the undisputed value of video as a dynamic and impactful medium in the arsenal of modern B2B marketing strategies.

    6. Positive Marketing Outcomes: 73% of B2B marketers report a positive impact of video on their marketing results.

    According to data from OptinMonster, a substantial 73% of marketers have reported that video has benefited their marketing outcomes.

    This statistic highlights that a majority of B2B marketers who integrate video into their strategies experience positive results.

    Over 80% of global internet traffic comes from downloading and streaming videos, especially animated videos and viral videos.

    A marketing video, compared to text and image content combined, is more effective. It can drive more results, especially if uploaded and accessed using a mobile device.

    By dedicating resources to video marketing (e.g., video budget), businesses can enhance their marketing initiatives and achieve improved outcomes in terms of video engagement, lead generation, and overall marketing effectiveness with the help of social media.

    “Allocating resources to video marketing, including a video budget, empowers businesses to boost engagement, generate leads, and enhance overall marketing effectiveness via social media.” – Vidico

    This statistic is a compelling motivator for businesses to continue harnessing the potential of video, as it plays an increasingly pivotal role in achieving video marketing success in the contemporary business environment.

    Also read: State of Video Marketing

    7. Email Campaigns Enhancement: B2B video use in email campaigns leads to 2-3 times higher click-through rates.

    According to HubSpot, integrating B2B videos into email campaigns has yielded significantly higher click-through rates, ranging from 2 to 3 times higher than campaigns without informative video content.

    Businesses that embrace video strategy are at a distinct advantage. By incorporating video content into their email campaigns or other marketing strategies, they can create videos that resonate with recipients.

    This, in turn, drives higher click-through rates, leading to increased website visits, conversions, and, ultimately, the achievement of campaign objectives.

    By optimizing video content within emails, businesses can capture the attention of their recipients more effectively, and online video marketing efforts will pay off.

    8. Investment Plans: 45% of B2B marketers plan to increase their investment in video marketing.

    infographic on Rising Investment in B2B Video Marketing

    As per data from Demand Metric, a significant 45% of B2B marketers have expressed their intentions to boost their investments in video marketing.

    This statistic signifies that a substantial portion of marketers acknowledge the intrinsic worth of video marketing and are actively planning to allocate more resources to it.

    Video content creation reinforces the brand’s message that it is no longer just a choice but a strategic imperative for businesses aiming to thrive in the competitive and ever-evolving digital ecosystem.

    As more businesses across various industries increase their focus on online video marketing, it underscores the growing importance of creating compelling and engaging video content to remain competitive in the evolving digital landscape.

    9. Influence on Purchase Decisions: 50% of B2B buyers use video content to make purchase decisions.

    According to data from Demand Gen Report, half of B2B buyers use videos to help them decide what to buy. This means that videos play a significant role in influencing purchase decisions for business buyers.

    Businesses that create informative and helpful videos can better guide potential customers through buying, increasing their chances of making a sale.

    Such user-generated content serves as a guiding light for potential customers as they navigate the intricacies of their buying journey.

    By creating videos, you can empower businesses to effectively educate prospects, showcase the value of their offerings, and instill confidence in their decision-making process.

    10. Customer Acquisition: 65% of B2B companies have gained customers through LinkedIn video marketing.

    According to Social Media Today, 65% of B2B companies have successfully gained new customers via video marketing on LinkedIn.

    This statistic underscores the effectiveness of incorporating video content into marketing efforts on the LinkedIn platform for B2B firms.

    Videos, with their dynamic and visual appeal, have the potential to captivate viewers, convey complex messages effectively, and build trust. This, in turn, culminates in increased sales and overall business growth.

    “Dynamic videos captivate, convey messages, and build trust, driving increased sales and business growth.” – Vidico

    By sharing engaging and informative videos, businesses can establish meaningful connections with potential clients, increasing sales and business growth.

    Find an estimate for your video project in minutes.
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    11. In 2023, approximately 3.48 billion internet users engaged with video content online.

    In 2023, an astounding 3.48 billion individuals [2] across the globe accessed and engaged with video content on the internet. This figure underscores online videos’ immense popularity and reach as a preferred medium for information and entertainment.

    As we move forward, the influence of online videos on our digital landscape is poised to grow even further. They are widely used in video marketing campaigns as consumers watch videos on different social media platforms.

    The social media video statistics underscore not only the sheer scale of video consumption but also the imperative for businesses and marketers to harness the potential of video in reaching and connecting with their target audiences effectively.

    Read also about the most impactful short-form video statistics and trends.

    12. 78% of video marketers reported that videos played a pivotal role in boosting sales.

    infographics on The Impact of Online Videos on Sales Growth

    A significant 78% of marketing experts and professionals acknowledged the instrumental role of online videos in driving sales growth. This statistic shows the effectiveness of video marketing strategies in boosting business revenue and achieving marketing objectives.

    In today’s digital landscape, where consumers crave engaging and informative content, video marketing is a powerful tool for achieving revenue goals and fulfilling marketing objectives.

    These video statistics serve as a compelling endorsement for businesses to integrate video into their marketing arsenal, as it captures attention and converts it into tangible results.

    13. 96% of individuals rely on videos to gain deeper insights into products and services.

    An overwhelming 96% of consumers rely on engaging videos as their primary source of information when seeking to understand and gain insights into products or services. The video marketing statistics highlight the pivotal role of video content in educating and engaging potential customers.

    It further emphasizes video’s crucial role in educating and captivating potential customers with your product or service using animated or live video content, making it an indispensable tool for businesses to communicate their value propositions in today’s competitive marketplace effectively.

    14. Video conferences contributed to a noteworthy 13% of revenue for B2B enterprises.

    Video conferences have become a substantial revenue driver for B2B (business-to-business) companies, contributing 13% of their overall revenue.

    This illustrates the growing importance of virtual meetings and collaboration in the modern business landscape.

    In an era where remote work and global partnerships are prevalent, the prominence of video conferences continues to rise, reshaping how B2B enterprises conduct their operations and contribute to their bottom lines.

    15. 91% of businesses effectively harness the power of video as an integral component of their marketing strategy.

    Infographics on Video Marketing's Dominance in Modern Business


    A staggering 91% of businesses recognize the significance of video as a key component of their marketing arsenal.

    Marketing teams believe these video statistics underscore the widespread adoption of video marketing strategies across various industries and sectors, highlighting its effectiveness in reaching and engaging target audiences.

    As businesses increasingly prioritize video content to convey their messages, showcase their offerings, and foster meaningful connections, it reinforces video’s pivotal role in shaping modern marketing efforts and its continued relevance as a dominant force in the evolving digital landscape.

    Ready to transform your video marketing with Vidico? Take your content to the next level, create captivating videos that engage your audience, and drive results. Use our VidiFit Quiz and get transparent pricing in 90 seconds.


    How does B2B video marketing add value?

    B2B video marketing adds significant value by effectively engaging and educating the target audience. It allows businesses to convey complex information in an easily digestible format, making it more straightforward for potential clients to understand their products or services.

    Additionally, video marketers claim that an explainer video can foster trust and credibility, which is crucial in B2B relationships. It also enhances brand visibility, promotes thought leadership, and, as statistics suggest, often leads to higher conversion rates.

    Overall, marketing videos are a powerful tool for building connections, driving sales, and establishing a competitive edge in the marketplace.

    Why is video advertising attractive for B2B?

    Video ads appeal to B2B because they convey complex information and engage audiences effectively. For instance, YouTube and other video ads offer a dynamic and visually engaging medium to showcase products, services, and solutions.

    Moreover, based on video marketers, video fosters authenticity, helping to establish trust and credibility in the B2B space [3]. Also, investing in a video thumbnail is a great idea.

    Video marketers and marketing professionals believe watching videos or long-form video content can promote user understanding of the product or service. Videos can be a sales funnel that can create organic traffic on your landing page or social media platform and increase website traffic.

    With the potential for higher click-through rates and ROI, video advertising is an attractive option for video marketers looking to reach their target audience effectively and leave a lasting impact, ultimately driving business growth and success.

    What is the average conversion rate for B2B video marketing?

    The standard benchmark suggests that B2B video marketing can achieve conversion rates of around 4.8%. These conversions may include signing up for a newsletter, downloading a whitepaper, or requesting a product demo [4].

    It’s important to note that achieving a higher conversion rate often involves crafting compelling, relevant, and audience-focused video content tailored to specific marketing objectives and the needs of the B2B audience.

    The journey to a new and enhanced experience begins with a simple step – use our VidiFit Quiz. In less than 90 seconds, you can get clear pricing and the right video type for your business.

    In Conclusion

    B2B video marketing has emerged as a transformative force in the contemporary digital landscape. The comprehensive array of statistics presented here underscores its undeniable significance and impact.

    Videos [5] have become an essential medium for businesses, effectively engaging, educating, and connecting with target audiences. Also, watching videos on mobile devices has proven to be more engaging and resonates with customers.

    B2B marketers increasingly recognize the value of video content, with a majority using it in their strategies and acknowledging its role in boosting sales and delivering a solid ROI. Social media videos facilitate decision-making for B2B buyers, enhancing engagement and expediting revenue growth.

    As businesses continue to invest in video marketing, creating videos, especially compelling and informative content in social media becomes paramount to remain competitive and drive success.

    Ready to elevate your video content strategy? Experience the power of video to engage, inform, and connect with your audience with Vidico [6]. Use our VidiFit Quiz for free and get transparent pricing and the right video type for your business.


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