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 possibly can’t afford to overlook out.

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

So what methods, targets, 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.

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

Desk of Contents

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

Sturdy ROI

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

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

Though video manufacturing could be extra demanding than producing different kinds of content material, I believe 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 targets.

They discovered it significantly efficient in these three areas:

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

In the event you’re aiming to enhance any of those metrics for your small business, I believe video is a should.

Different Advantages

Moreover, I need to spotlight just a few 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 net site 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 believe 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 method that’s straightforward for prospects to digest.”

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

“As a substitute of counting on a gross sales group to clarify the product over the cellphone or through e mail, prospects can view a demo at their very own tempo, enabling them to make extra knowledgeable selections,” Nathalea says.

Short-form videos, comparable to 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 best ROI (71%), the best engagement (66%), and essentially 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 best ROI and the best engagement from long-form movies, and 28% essentially the most leads.

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

Most B2B entrepreneurs share their movies on social media.

When you make a video, the place is the very best place to share it along with your viewers? There really appears to be a number of well-liked choices. Right here’s what I realized:

• 81% submit their movies on social media.
• 63% use YouTube or Vimeo.
• 56% submit on their weblog or web site.
• 24% share through 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 best ROI, the 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 well-liked 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 appearance of AI, I assume this stat comes as no shock. However how precisely B2B manufacturers are using AI is what I discover fascinating. 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 gentle 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 along 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 essential to trace:

• Engagement, comparable to likes, feedback, and shares (43%).
• Watch time (39%).
• View depend (32%).
• Viewers retention (27%).
• Follower/subscriber progress (25%).
• Common view period (22%).
• Common watch share (22%).

Our survey additionally revealed that entrepreneurs are inclined to pay much less consideration to CTR, conversion price, and play price. I believe this aligns with our discovering that model consciousness and on-line engagement are their major 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 handiest at reaching their targets. Over half say an important and handiest content material is showcasing their services or products.

• 54% make video content material to showcase their merchandise/companies.
• 39% produce relatable content material.
• 36% favor academic 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 on.).

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

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

1. Set targets to information your video advertising.

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

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

Professional tip: Vahbiz Cooper, a digital marketer for Demandbase, shares this piece of recommendation: “In the event you’re simply beginning out, don’t stress about making it good. Begin small. Decide 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 give attention to understanding their audiences.

“What’s their ache level? How are you going to assist? When you’ve acquired one thing, put it on the market, monitor the way it performs, and refine as you go. The bottom line is simply to start out. Your first video doesn’t have to 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 dearth of video content material concepts as the largest problem of video advertising. I like to recommend writing down something that involves your thoughts after which sifting by way of it and narrowing it down later.

Earlier than you fill within the particulars of your mission, I recommend deciding on what sort of video you need to make. Listed below are some well-liked B2B video varieties:

• Buyer testimonials.
• Model movies.

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

• Recorded webinars.
• Skilled interviews.

Have in mind 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 several types of video to find what works finest in your functions and what resonates along 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 various alternatives as attainable,” advises Elise Montanari, head of natural progress at Wrike.

3. Work inside your finances.

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

The great factor is you don’t want an exorbitant finances or top-tier tools to make highly effective movies. What I heard again and again from the specialists I talked to is that overly polished, salesy movies don’t come throughout properly. Wistia research helps this discovering, sharing that audiences favor 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 tools.”

Listed below are just a few hard numbers to offer 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 can assist 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 dearth 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: 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. The truth is, 37% of entrepreneurs suppose that creating participating 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 need 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 offers. Be sure you edit it to verify your model voice and message come by way of.

6. Edit your video for efficient storytelling.

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

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

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

“We use video to simplify advanced ideas by way 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: Modifying is one other space the place entrepreneurs discover AI helpful. It could actually enormously pace up the enhancing course of and add results for top-notch high quality on a finances. Take a look at these video editing tools.

7. Promote your video on the correct channels.

After all of your work creating the video, you need to ensure your viewers sees it! You might have many choices for how you can 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 stable social following, use that. If prospects usually tend to work together immediately along with your web site, submit there.

The sort and goal of your video also can 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 give attention to different metrics relying in your targets, however well-liked video metrics to regulate 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 shifting 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 most effective information about making video content material? You possibly can develop its worth by repurposing it. Taylor Scher, a B2B search engine marketing marketing consultant, 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 spanking new weblog content material.
• Use the keypoints and create a LinkedIn carousel.
• Have his visitors share clips to extend his attain.
• Combine clips into e mail newsletters.

“There’s simply so many various methods that you may repurpose video content material,” Scher concludes, “It’s truthfully my primary 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 idea of your movies.