Key Insights
Essential data points from our research
87% of marketers say video has given them a positive ROI
86% of video marketers say video has helped them generate leads
87% of video marketers report that video has increased traffic to their website
91% of businesses use video as a marketing tool
75% of B2B marketers use video as a content marketing tactic
71% of B2B marketers use video marketing to build brand awareness
96% of people have watched an explainer video to learn more about a product or service
73% of people prefer to watch a short video to learn about a product or service
People spend on average 2.6x more time on pages with video than without
LinkedIn is rated as the most effective channel for B2B video marketing by 68% of marketers
90% of video marketers use YouTube as a platform
Explainer videos are the most common video type created by 74% of marketers
88% of marketers plan to spend more or the same on video in the coming year
68% of non-video marketers say they plan to start using video in 2024
AI video generation usage is expected to grow by 40% in the next two years
Consumer Behavior
- 196% of people have watched an explainer video to learn more about a product or service
- 273% of people prefer to watch a short video to learn about a product or service
- 3People spend on average 2.6x more time on pages with video than without
- 459% of senior executives agree that if both text and video are available on the same topic, they are more likely to choose video
- 575% of executives watch work-related videos on business-related websites at least weekly
- 654% of consumers want to see more video content from a brand or business they support
- 790% of consumers watch videos on their mobile devices
- 885% of Facebook videos are watched without sound
- 940% of consumers state that video increases the chance that they will purchase a product on their mobile device
- 10Viewers retain 95% of a message when they watch it in a video
- 1146% of users act after viewing a video ad
- 1265% of executives visit the marketer’s website and 39% call a vendor after viewing a video
- 1368% of consumers prefer watching a video to solve a product issue over contacting support
- 1462% of people say they are more interested in a product after seeing it in a Facebook Story
- 1592% of mobile video consumers share videos with others
- 16B2B buyers watch an average of 30 minutes of B2B-related video during their research process
- 1783% of consumers prefer 5 minutes or less for video length
- 1845% of people watch more than an hour of Facebook or YouTube videos a week
- 1950% of viewers stop watching a video after 2 minutes if it doesn't hook them
- 2079% of people say a brand’s video has convinced them to buy a piece of software or app
Interpretation
Video is the new business currency; short, mobile-first, silent-ready explainers that hook within two minutes win attention, retention, sharing, website visits, vendor calls, and purchases because executives and consumers overwhelmingly prefer watching to reading and act on what they see.
Content Types & Platforms
- 1LinkedIn is rated as the most effective channel for B2B video marketing by 68% of marketers
- 290% of video marketers use YouTube as a platform
- 3Explainer videos are the most common video type created by 74% of marketers
- 446% of B2B marketers used webinars/webcasts/online courses in the last 12 months
- 5Short-form video is the top leveraged media format for 31% of social media marketers
- 672% of B2B marketers use LinkedIn for organic content distribution including video
- 753% of video marketers use Instagram
- 845% of marketers use TikTok for video marketing
- 9Case study videos are used by 42% of B2B marketers
- 1039% of marketers created social media videos in the last year
- 11The average length of a B2B video is 6 to 10 minutes for webinars
- 1268% of video marketers plan to include YouTube in their video marketing strategy
- 13Interactive videos engage viewers for 47% longer than linear videos
- 14Live action video is the most popular style used by 52% of marketers
- 1570% of B2B marketers use Facebook to distribute video content
- 1673% of webinars are B2B focused
- 17Short-form video (TikTok, Reels) has the highest ROI of any social media marketing strategy
- 1836% of marketers create product demo videos
- 19B2B videos under 60 seconds have a completion rate of 68%
- 20Vertical video generates 4x more engagement on Facebook than square video
Interpretation
B2B marketers are waging a two-front campaign for trust and attention, leaning on LinkedIn for dependable organic reach and YouTube for long-form presence while short, vertical social clips deliver the best ROI and completion rates, and webinars, explainers, demos, case studies and interactive or live formats together deepen engagement across Facebook, Instagram and TikTok.
ROI & Effectiveness
- 187% of marketers say video has given them a positive ROI
- 286% of video marketers say video has helped them generate leads
- 387% of video marketers report that video has increased traffic to their website
- 494% of marketers say video has helped increase user understanding of their product or service
- 5Companies that use video grow revenue 49% faster year-over-year than those that do not
- 6Including video in emails can lead to a 200-300% increase in click-through rates
- 7Video on a landing page can increase conversion rates by up to 80%
- 887% of marketers say video has directly increased sales
- 953% of marketers say video has helped them reduce the number of support queries they receive
- 1043% of marketers say video has reduced the number of product support calls
- 11Marketers who use video grow revenue 49% faster than non-video users
- 12Enjoyment of video ads increases purchase intent by 97%
- 1351% of marketing professionals worldwide name video as the type of content with the best ROI
- 14Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 1584% of consumers have been convinced to buy a product or service by watching a brand’s video
- 16Video drives a 157% increase in organic traffic from SERPs
- 1792% of video marketers consider video an important part of their marketing strategy
- 18Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t
- 19Using the word 'video' in an email subject line boosts the open rates by 19%
- 20Social video generates 1200% more shares than text and image content combined
Interpretation
Ignoring video is like leaving money on the table in high definition because these statistics show it delivers superior ROI, generates leads, drives traffic and conversions, clarifies your offering, reduces support requests, boosts retention and purchase intent, multiplies shares and email engagement, and is associated with roughly 49 percent faster year over year revenue growth, so make it the backbone of your B2B strategy.
Trends & Future Outlook
- 188% of marketers plan to spend more or the same on video in the coming year
- 268% of non-video marketers say they plan to start using video in 2024
- 3AI video generation usage is expected to grow by 40% in the next two years
- 496% of marketers have invested in ad spend for video
- 5The live streaming market is projected to reach $247 billion by 2027
- 675% of video marketers plan to use AI tools to help create videos
- 730% of marketers plan to experiment with Silent Video trends
- 83 in 5 video marketers expect their budget to increase in the next 12 months
- 926% of marketers plan to invest more in TikTok short-form video
- 1050% of marketers plan to prioritize video content over other forms in the coming year
- 11Virtual Reality (VR) in marketing is expected to grow at a CAGR of 30% through 2025
- 1280% of marketers who use live video say they plan to increase their usage next year
- 13Shoppable video content is expected to grow by 45% in B2B ecommerce sectors
- 1440% of B2B marketers plan to invest in influencer video marketing
- 1522% of marketers plan to leverage user-generated video content (UGC) more significantly
- 16Search engines are prioritizing video content with video thumbnails appearing in 26% of search results
- 1760% of marketers expect to increase their YouTube advertising budget
- 18Automated video personalization is a top priority for 35% of enterprise marketers
- 1967% of marketers plan to increase their investment in webinars
- 20Investment in 360-degree video formats is predicted to rise by 25%
Interpretation
Video has officially graduated from nice-to-have to default strategy: 88% of marketers will spend more or the same, 96% already invest in video ads, live streaming is heading toward a $247 billion market by 2027, AI and personalization are surging, and most teams are shifting budgets to short-form, shoppable, live and immersive formats, so skipping video today is less a budget decision and more a relevance risk.
Usage & Adoption
- 191% of businesses use video as a marketing tool
- 275% of B2B marketers use video as a content marketing tactic
- 371% of B2B marketers use video marketing to build brand awareness
- 460% of businesses use video in their email marketing
- 531% of marketers add video to their blog posts
- 650% of B2B marketers utilize video testimonials as part of their strategy
- 729% of B2B marketers have a documented video content strategy
- 886% of professionals use video as a marketing tool
- 938% of marketers publish video content on a weekly basis
- 1055% of companies develop video content in-house exclusively
- 1148% of marketing teams create 4 or more videos every month
- 1281% of businesses prefer to use Facebook for their video marketing
- 1313% of B2B marketers said they don't use video because they lack time
- 1420% of non-video marketers expect to start using video in 2024
- 1570% of B2B tech buyers watch videos throughout their path to purchase
- 16B2B organizations produce the highest volume of videos annually compared to other sectors
- 1758% of B2B marketers use video to answer frequently asked questions
- 18Sales teams that use video get a 26% increase in replies
- 1966% of B2B marketers use video for product demos
- 20Enterprise companies create an average of 57 new videos per month
Interpretation
With 91% of businesses and 86% of professionals using video, enterprises pumping out about 57 new videos a month, and sales teams seeing a 26% bump in replies, the payoff is obvious—yet only 29% of B2B marketers have a documented video strategy, so winging it is no longer an option.
