100 B2B Video Marketing Statistics for 2025

May 25, 2025

The B2B marketing landscape has undergone a seismic shift, with video content emerging as the cornerstone of successful business communication strategies. As we navigate through 2025, the data reveals that video marketing has achieved universal adoption among B2B organizations, fundamentally changing how businesses communicate value propositions, build trust, and convert prospects into customers.

This comprehensive analysis of 100+ B2B video marketing statistics provides strategic insights into current trends, platform performance, content effectiveness, and emerging technologies that are reshaping the industry. From the dominance of short-form content to the rise of AI-powered personalization, these data points illuminate the path forward for marketing leaders seeking to maximize their video marketing investments and competitive advantage.

Video Marketing Adoption & Impact

1. Widespread Use: 91% of businesses now use video as a marketing tool (Wyzowl, 2024).

2. Strategic Importance: 88% of video marketers consider video an important part of their marketing strategy (Wyzowl, 2024).

3. Faster Revenue Growth: Marketers who use video grow revenue 49% faster than those who don't (Brightcove, 2023).

4. Positive ROI: 93% of marketers report that video has given them a good return on investment (Wyzowl, 2025).

5. Top Content for Results: 58% of B2B marketers say video was their most effective marketing content in 2024 (CMI, 2025).

6. More Qualified Leads: Using video can land marketers 66% more qualified leads on average (Lemonlight, 2023).

7. Higher Brand Awareness: 95% of video marketers say video has improved their brand awareness (Wyzowl, 2024).

8. Better Understanding: 96% of marketers say video helps users understand their product or service better (Wyzowl, 2024).

9. Lead Generation Power: 87% of marketers say video content has helped them generate leads (Wyzowl, 2025).

10. Sales Impact: 87% of marketers report that video has directly increased their company's sales (Vidico, 2025).

11. New Customer Acquisition: 93% of businesses gained a new customer after sharing a video on social media (Animoto, 2023).

12. Influencing Buyers: 97% of B2B buyers say watching video content makes them more receptive to sales communications from a business (Brightcove, 2023).

13. Building Trust: For 93% of B2B buyers, video content is an important way to build trust in a brand (Brightcove, 2023).

14. Higher Engagement Metrics: 60% of marketers say engagement (likes, shares, comments) is the most important metric for video success, more than views (HubSpot, 2024).

15. Social Sharing Boost: Social video generates 12 times more shares than text and static images combined (G2, 2024).

16. Email Performance: Including video in an email can increase click-through rates by up to 300% (Campaign Monitor, 2024).

17. Landing Page Conversions: Adding a video to a landing page can boost conversion rates by up to 80% (HubSpot, 2023).

18. On-Site Engagement: Websites with video have an average 4.8% conversion rate, compared to 2.9% for sites without video (Yans Media, 2025).

19. Longer Site Visits: 82% of marketers say video increases the time visitors spend on their website (Vidico, 2025).

20. Continued Investment: 93% of marketers plan to maintain or increase their video marketing spend in 2025 (Wyzowl, 2025).

21. Budget Growth: Only 5% of companies are cutting their video budgets this year, while over half are investing more in video content (Wistia, 2025).

Key Insight: Video marketing has evolved from experimental tactic to essential business strategy, with near-universal adoption driving measurable improvements in revenue growth, lead generation, and customer acquisition. The overwhelming positive ROI and future investment commitments indicate that video is now fundamental infrastructure for B2B marketing success, not optional enhancement.

Platform Usage: Where B2B Video Content Thrives

22. LinkedIn Dominance: 86% of B2B marketers use LinkedIn – the top-used social platform for B2B content (Statista, 2024).

23. Content Marketing Hub: 97% of B2B marketers use LinkedIn for content marketing efforts (LinkedIn, 2024).

24. Lead Generation on LinkedIn: 89% of B2B marketers use LinkedIn for lead generation, and 62% say it produces leads for their business (LinkedIn, 2023).

25. YouTube's Reach: 67% of B2B video marketers share their videos on YouTube or Vimeo, making it a key channel after social media (HubSpot, 2024).

26. Instagram Engagement: 76% of B2B video marketers post videos on Instagram, which they report delivers the highest ROI, engagement, and lead quantity among social platforms (HubSpot, 2024).

27. Facebook Utilization: 60% of B2B video marketers distribute videos on Facebook, although its ROI and lead generation rank fourth among social channels (HubSpot, 2024).

28. The Rise of TikTok: 19% of B2B marketers now use TikTok for video marketing – more than double the share from the year prior (CMI, 2024).

29. Twitter and Others: 38% of B2B marketers use Twitter (X) for video, and 21% use LinkedIn video posts – though these were not reported as top performers in ROI in a recent survey (HubSpot, 2024).

30. LinkedIn Engagement: Video posts on LinkedIn garner 5× higher engagement than text-only posts on the platform (LinkedIn, 2023).

31. Shareability on LinkedIn: LinkedIn users are 20 times more likely to share a video than any other type of post (LinkedIn, 2023).

32. Live Video Growth: Live video streams on LinkedIn increased by 89% year-over-year, reflecting growing interest in live content for B2B (LinkedIn, 2023).

33. YouTube's Effectiveness: YouTube is rated the second-most effective platform for B2B marketers, trailing only LinkedIn in driving results (Vidico, 2024).

34. Preferred Platform: 90% of video marketers cite YouTube as their most preferred platform for hosting marketing videos (B2W, 2024).

35. Multi-Channel Approach: 81% of B2B marketers share video content on social media, 56% on their websites or blogs, and 24% via email campaigns (HubSpot, 2024).

36. Continued Growth: Two-thirds of marketing teams intend to produce or post more video content on YouTube in the next year (Vidico, 2024).

Key Insight: B2B video marketing success requires a strategic multi-platform approach, with LinkedIn serving as the primary professional engagement hub while YouTube provides search-driven discovery and Instagram surprisingly delivers superior ROI. The emergence of newer platforms like TikTok signals the need for marketers to continuously adapt their distribution strategies to reach evolving professional audiences.

Content Formats & Types: Short-Form, Long-Form, Live, and More

37. Short-Form Reigns: 83% of B2B marketers now create short-form videos (under ~60 seconds, e.g. TikTok, Reels, YouTube Shorts), making this the most popular video format in B2B marketing (HubSpot, 2024).

38. Short-Form ROI: 71% of marketers say short-form videos deliver the highest ROI of any video length or format (HubSpot, 2024).

39. Short-Form Engagement: 66% of marketers report that short-form videos yield the highest engagement levels (likes and shares) compared to other formats (HubSpot, 2024).

40. Lead Generation via Short-Form: 60% of marketers say short-form videos produce the most leads for their business, more than any other format (HubSpot, 2024).

41. Long-Form Niche: 39% of B2B marketers use long-form videos (generally >5–10 minutes, such as webinars or deep dives), making it a distant second in popularity (HubSpot, 2024).

42. Long-Form Performance: Only 22% of marketers report getting their highest ROI from long-form videos, and 28% say long videos produce the most leads – indicating short content often outperforms longer videos (HubSpot, 2024).

43. Limited Live Usage: Just 14% of B2B marketers use live streaming video (e.g. live webinars or events), making live video the least common format in B2B video marketing (HubSpot, 2024).

44. Webinars & Virtual Events: Over 50% of companies produce webinars or live stream videos regularly, reflecting the enduring value of virtual events in B2B (Wistia, 2025).

45. Explainer Videos: 73% of marketers created explainer videos in 2024, making it the most widely produced type of marketing video (Wyzowl, 2024).

46. Social Media Videos: 69% of marketers produced social media-specific videos in 2024 for platforms like LinkedIn, Facebook, and Instagram (Wyzowl, 2025).

47. Customer Testimonials: 60% of marketers made customer testimonial videos in 2024, underlining the popularity of social proof in video form (Wyzowl, 2025).

48. Top B2B Video Type: More B2B companies created testimonial videos than any other video type in 2023, indicating testimonials' prominence in B2B content strategy (Statista, 2024).

49. Educational Content: Educational videos are among the most common content types – over half of companies make educational/tutorial videos regularly (Wistia, 2025).

50. Product Demos: Product demo videos are another staple, with more than 50% of companies producing product videos to showcase offerings (Wistia, 2025).

51. Most Successful Formats: Product demonstration videos are rated the most successful type of video content, closely followed by webinars (live streams) and educational videos in driving results for companies (Wistia, 2025).

52. Success of Social Videos: Social media-focused videos and customer testimonial videos also contribute significantly to success – about one-third of marketers credit social videos, and one-quarter credit testimonials as top performers (Wistia, 2025).

53. Case Studies: 53% of B2B marketers say customer case study videos (testimonials and success stories) are among the most effective content types for results, on par with traditional video content (CMI, 2024).

54. Live Action vs. Animation: 57% of businesses prefer to create live-action videos, while 51% also create 2D animated videos – showing a mix of styles in use (B2W, 2024).

55. Interactive & AI Video Content: 24% of businesses have delved into interactive videos, and another 24% are experimenting with AI-generated video content (B2W, 2024).

56. Emerging Formats: Niche formats remain uncommon – only about 6% of businesses currently use 360°/virtual reality (VR) videos in their marketing (B2W, 2024).

Key Insight: The dramatic shift toward short-form video content challenges traditional B2B marketing assumptions, proving that concise, engaging content can effectively communicate complex business value propositions. While explainer videos and testimonials remain content staples, the superior ROI and lead generation performance of brief formats suggests that attention-scarce professional audiences prefer digestible, impactful messaging over lengthy explanations.

Video Advertising Formats & Performance

57. LinkedIn Ad Impact: Video ads on LinkedIn increase purchase intent by 33% on average for brands (LinkedIn, 2024).

58. Higher Conversion Rates: LinkedIn video ad campaigns see 2× higher conversion rates compared to similar campaigns on other platforms (LinkedIn, 2024).

59. Brand Lift: Advertising on LinkedIn yields a 2–3× lift in key brand attributes for marketers, thanks to the platform's professional audience (LinkedIn, 2024).

60. Retargeting Boost: Audiences exposed to both brand awareness and acquisition video ads on LinkedIn are 6× more likely to convert than those seeing only one type of message (LinkedIn, 2024).

61. Ad-Skipping Habit: 76% of consumers automatically skip online video ads out of habit (Magna/IPG, 2022).

62. Completion Rates: Non-skippable video ads can achieve around an 80% completion rate, whereas skippable ads often see only about a 40% completion rate on average (IPG Media Lab, 2022).

63. Optimal Ad Length: The most-watched video ads are typically 15–30 seconds; skippable ads longer than 30 seconds see steep drop-offs, with only 10–20% of viewers watching a 30s ad to completion (Industry Benchmark, 2024).

64. Video vs. Static Ads: Video ads hold viewers' attention about 3 times longer than static image ads on social media (LinkedIn, 2023).

65. Engagement Rates: On average, click-through rates for video ads (e.g. ~0.44% on social) match or exceed those of static sponsored content, indicating strong engagement potential (Umault, 2024).

66. Connected TV Ads: Skippable video ads on Connected TV devices perform 10–20% better in view-through and completion rates than those on mobile or desktop (Strike Social, 2024).

67. Interactive Video Ads: 87% of marketers state that interactive video ads (with clickable elements or polls) drive higher engagement than standard video ads (Firework, 2024).

68. Interactive Conversion Uplift: Incorporating interactive elements into video ads can increase conversion rates by up to 70% compared to non-interactive videos (Dash, 2024).

69. Shoppable Video Success: E-commerce videos with "shoppable" interactive features see click-through rates 2–3× higher than non-shoppable video ads, as viewers can directly engage with products (Smartzer, 2024).

70. Bumper Ads Recall: 90% of advertisers report significant ad recall lift using 6-second non-skippable bumper video ads – showing that even ultra-short ads can impact awareness (Google, 2023).

Key Insight: LinkedIn's professional environment creates exceptional opportunities for B2B video advertising, delivering superior conversion rates and brand lift compared to other platforms. However, the widespread ad-skipping behavior necessitates strategic creative decisions around length, interactivity, and format to maximize message delivery and engagement in an attention-challenged advertising landscape.

Device Usage: Mobile, Desktop, and CTV

71. Mobile Viewing: About 50% of B2B executives watch business-related videos on their smartphones – even for work topics (Google/Forbes, 2023). 72. YouTube on Mobile: Roughly 63% of YouTube video views come from mobile devices, reflecting the shift to watching on phones and tablets (YouTube, 2023). 73. Desktop vs Mobile: B2B audiences often research on desktop during work hours but consume video follow-ups on mobile; 59% of B2B buyers say they watch vendor videos on mobile off-hours (CMI, 2024). 74. Rise of CTV: In early 2024, connected TVs accounted for 83% of all US digital video ad views – indicating that the majority of video ads are now seen on smart TVs rather than computers or phones (Statista, 2024). 75. Living Room Viewing: 56% of decision-makers say they often watch B2B-related videos (like webinars or how-tos) on a TV or connected TV device when working from home (Cisco, 2024). 76. Vertical Video Growth: Vertical video (9:16 aspect) is on the rise – uploads of vertical HD videos increased 51% in 2024, driven by mobile-first platforms (Wistia, 2025). 77. Video Apps Time: Globally, users now spend an average of 100 minutes per day watching online videos on any device – a figure that continues to climb yearly (Statista, 2024). 78. Multi-Device Journey: 87% of B2B buyers report switching between devices (mobile, desktop, tablet) throughout the video research process – underscoring the need for cross-device video optimization (Google, 2024). 79. HD Video Expectations: 72% of viewers say they will abandon a business video if the quality is poor (e.g. low resolution or buffering), highlighting the importance of HD and adaptive streaming (Brightcove, 2024).

Key Insight: B2B video consumption spans multiple devices and contexts, with mobile viewing extending into professional content consumption and connected TV emerging as the dominant advertising medium. The multi-device customer journey requires seamless cross-platform optimization, while rising quality expectations demand technical excellence to prevent viewer abandonment and maintain professional credibility.

Personalization & AI in Video Marketing

80. AI Adoption: 91% of B2B video marketers leverage some form of artificial intelligence in their video creation process (HubSpot, 2024).

81. AI Growth: The share of companies using AI tools to create or edit videos jumped from 18% last year to 41% this year, with another 19% planning to start soon (Wistia, 2025).

82. Common AI Uses: The top uses of AI for video marketers are: generating video titles/descriptions and tags for SEO (37%), and automating visual effects or editing enhancements (36%) (HubSpot, 2024).

83. Editing Assistance: 27% of video teams use AI to generate scene scripts, subtitles, or transitions, and 26% use AI for automatic lighting and color correction in footage (HubSpot, 2024).

84. AI Video Personalization: 1 in 4 marketers now use AI to personalize video content (such as inserting viewer-specific details), and 32% plan to test personalized video at scale soon (Salesforce, 2024).

85. Personalized Video Retention: Viewers are 35% more likely to watch a personalized video all the way through compared to a non-personalized video (Tavus, 2025).

86. Personalization Impact: 68% of consumers say that personally relevant video content would make them more likely to engage with a brand (Invado, 2024).

87. AR/VR on the Horizon: 61% of B2B marketers say they are exploring augmented or virtual reality video content, though current usage of AR/VR video in marketing remains low (Yans Media, 2025).

88. Captioning for Accessibility: 60%+ of companies add captions or subtitles to their videos – caption usage has surged over 570% since 2021 – not only for accessibility but to improve engagement in sound-off environments (Wistia, 2025).

Key Insight: AI integration in video marketing has reached critical mass, transforming from experimental technology to essential production infrastructure. The rapid adoption of personalization capabilities signals a future where individualized video experiences become standard, while the dramatic increase in captioning reflects both accessibility consciousness and adaptation to changing viewing behaviors in professional environments.

89. Retargeting Lift: (Bonus stat) Users who see video retargeting ads are 70% more likely to convert into customers compared to those who weren't retargeted (Invesp, 2024).

90. Higher Ad Engagement: Running retargeting campaigns can boost ad engagement rates by up to 4× compared to standard prospecting ads (AdRoll, 2024).

91. Conversion Rate Gain: Retargeting methods lead to an average 43% improvement in conversion rates across all devices (RankTracker, 2024).

92. Effectiveness: Retargeting ads are 10× more effective at securing a click-through than regular display ads (RankTracker, 2024).

93. Video in Retargeting: 58% of large enterprises use video ads in their retargeting campaigns (versus only 27% of small businesses), highlighting a gap in adoption of video retargeting (RankTracker, 2024).

Key Insight: Video retargeting delivers exceptional performance improvements across all engagement and conversion metrics, yet remains underutilized by smaller businesses compared to large enterprises. The significant conversion lift and engagement advantages suggest that incorporating video into retargeting strategies should be a priority for organizations seeking to maximize the ROI of their remarketing investments.

Industry & Audience Insights

94. B2B vs. B2C Usage: 71% of B2B marketers use video marketing (vs. 66% of B2C marketers), indicating slightly higher adoption in the B2B sector (Content Marketing Institute, 2025).

95. Platform Preference by Audience: 84% of B2B social media marketers use LinkedIn, compared to just 54% of B2C social marketers – reflecting LinkedIn's strength in B2B, while B2C marketers favor platforms like Instagram (Statista/Cognism, 2025).

96. Industry Variations: In complex industries, video is especially valued – 91% of tech sector B2B buyers, 75% in manufacturing, and 68% in financial services prefer video over text for learning about a product or service (Brightcove, 2023).

97. Video Output by Industry: Financial services firms created more videos than any other industry in the past year – an average of 934 videos per company in 2022, up 83% from the previous year (Vidyard, 2023).

98. Enterprise Video Production: Large enterprises (5,000+ employees) produced 55% more videos in 2022 than they did in 2021, showing rapid growth in video content at bigger B2B organizations (Vidyard, 2023).

99. Influencer Content: 81% of B2B brands that engage in influencer marketing cite webinars as their top format for influencer content, suggesting that live video events with industry thought leaders are highly effective in B2B (Goat Agency, 2024).

Key Insight: Industry-specific adoption patterns reveal that complex, technical sectors demonstrate the highest preference for video content, while enterprise organizations are dramatically scaling video production capabilities. The preference for webinar-based influencer content in B2B contexts highlights the continued importance of thought leadership and educational approaches in professional marketing strategies.

Look Into The Future

The data paints a clear picture: B2B video marketing has evolved from an experimental tactic to mission-critical business infrastructure. With near-universal adoption driving measurable improvements in revenue growth, lead generation, and customer acquisition, video content has become the primary vehicle for business communication in the digital age.

Looking ahead, the convergence of artificial intelligence, multi-device consumption patterns, and evolving professional behaviors suggests that video marketing will continue to transform how B2B organizations connect with their audiences. Companies that embrace these trends—from LinkedIn's professional dominance to the surprising effectiveness of Instagram for B2B—while investing in quality production and strategic distribution will maintain competitive advantages in an increasingly video-first business environment. The question is no longer whether to invest in B2B video marketing, but how quickly organizations can scale their capabilities to meet the elevated expectations of today's digitally-native business buyers.


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