The State of B2B Video Marketing in 2022

B2B video marketing has been on the rise for the past few years, and everything so far indicates that 2022 will continue the same trend. Modern marketing delivery systems – websites, email, social networks, mobile apps, messaging apps, etc. – all support video content to some capacity. As a result, B2B marketers increasingly rely on video as their marketing tool of choice.

If you’re new to using video marketing in a B2B context, you might be wondering how other businesses are utilizing video for better B2B outcomes. To help you understand the state of the B2B marketing landscape in 2022, read our short guide on the topic in the paragraphs below.

What is B2B Video Marketing?

B2B video marketing is the practice of using video to attract business clients. B2B video marketing is not new – companies have been using video for decades for advertising, branding, events, etc. However, the cost and logistics of producing video content were typically such that only big companies with well-funded marketing departments could afford to use B2B marketing video.

That all changed with the rise of digital marketing. Affordable, web-based digital marketing tools made it possible to create B2B video marketing content on any budget. As a result, video is now a B2B marketing staple.

Why do Businesses use B2B Video Marketing?

So why do B2B companies use video marketing in the first place? It boils down to 4 factors:

  • Engagement
  • Versatility
  • Information
  • Value

Video is more engaging than other media formats such as text or images. What video offers and other formats don’t is a complete experience. It affects all our senses at the same time, which compels people to keep watching.

Video is extremely versatile. There are a variety of types to choose from, multiple distribution channels, different use case scenarios, and countless ways to customize it for your business needs.

Video is a multi-media product, which means it can embed a lot of information. Images, graphs, animation, text, sounds, music, and speech are potential vehicles for information. They can work together to stress important points, contrast to highlight differences, transition into each to represent change, and synchronize in other ways.

Video provides great value to clients, and it provides great ROI for businesses. You can give away videos for free, place them behind a subscription paywall, sell them them individually or as a series,  and reuse them across different distribution channels.

B2B Video Marketing Stats

According to a recent study by HubSpot, video marketing is a top priority for B2B businesses. Their findings are as follows:

  • 86% of businesses use video as a part of their marketing strategy.
  • 87% of video marketers claim that video offers a positive ROI.
  • 86% of video marketers argue that video is an effective way to generate leads.
  • 81% of marketers believe that video has a positive impact on sales.
  • 79% of business report that they’re planning to use video in 2022.
  • 94% of marketers claim that video helps clients better understand their product or service.
  • 88% of video marketers use YouTube as their main marketing platform.
  • 54% of viewers report they want to see more videos from businesses they follow.
  • 96% of viewers report watching explainer videos to learn more about products and services.
  • 78% of viewers say they’ve been convinced to purchase software based on video.

From this we see a clear indication that video is gaining ground in B2B marketing. We can expect these trends to continue in the near future.

B2B Marketing Video Types

B2B marketing videos come in a variety of types. Each type plays a different role and offers some unique benefits. Here are the 5 most common B2B marketing video types:

1. Case Study Video

Business case studies are typically summaries of real-life business scenarios, or imaginary accounts of a business situation or problem. Case study videos go to great length in analyzing the causes and effects of such scenarios. Case studies are used to illustrate a particular business theory and show how such a theory can be applied. Their role is to provide evidence for your B2B marketing claims. Case study videos benefit from a neutral tone, tactical use of visual elements, and high information content. Case studies are a great way to improve the authority of your brand.

2. Thought Leadership Video

Thought leadership is philosophy in a business context. It involves speculation about ongoing and upcoming industry trends, practices, technologies, and theories. Thought leadership videos are an effective way to establish a business as an authority in a particular industry niche. Thought leadership videos offer an effective way to engage businesses your community while making your company stand out as an industry leader.

3. Testimonial Video

Using testimonial videos in your B2B marketing campaigns is a good way to leverage positive experiences from satisfied clients to help you convert additional ones. Business professionals tend to rely on the word of other professionals from their industry because they don’t risk wasting time and money on lackluster products and services. Honesty is key for a good testimonial video. Make sure that clients providing testimonials do so without pressure, lest you come off as doing paid testimonials.

4. Product Launch Video

Product launch videos are used by businesses to showcase their offerings to potential clients. They tend to strike a balance between information and hype in order to appeal to reason and feelings equally. A good product video always directs attention to how the product will improve your client’s business. There’s no single right way to do product videos – humor, exciting visuals, narrative, testimonies, etc. can all help get your message across.

5. Event Recap Video

Event recap videos are released after successful business events. They’re typically structured as  highlight reels of all the inspiring moments, speakers and activities that took place during the event. Their purpose is to drive home the idea that the event was success, and to generate interest for upcoming ones. Event recap videos don’t need to have high production values. Audiences tend to respond more favorably to footage that contains a human element.


B2B marketing video is great way to unpack difficult concepts, help potential clients learn more about your business, and create content that can be reused across different marketing channels. It is one of the most effective marketing strategies you have at your disposal as a B2B enterprise.

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