What are the most popular types of videos worldwide? According to the data-gathering organisation Statista, music videos hold the number one spot, followed by comedy/meme/viral videos at spot number two. How-to videos, product reviews, and tutorials do make it on the list, but they’re a little less popular.
What does this mean, if anything, for B2B marketers? Well, all the things that make cat videos so compelling – they’re quirky, engaging, and can quickly create an emotional connection – can also translate to B2B video marketing. (And in case you’re wondering, Grumpy Cat is believed to be the original cat meme, dating from back in 2012.)
The key difference is that B2B audiences are looking for much more than an interesting distraction.
They’re seeking information and insights that can help them achieve their goals – whether that’s to guide a buying decision, better understand a technology, or learn more about their industry, for example. And video marketing for B2B isn’t judged on popularity, but rather on its effectiveness in sharing information in a way that’s compelling, memorable, and measurable.
Marketing specialist HubSpot surveyed 500 marketing professionals for its 2024 Video Marketing Report. According to the respondents, video marketing works well for B2B in three areas in particular:
Improving the understanding of a product or service (according to 79% of the respondents)
Engaging an audience (according to 77% of the respondents)
Generating leads (according to 79% of the respondents)
For B2B marketers, video offers an ideal medium to simplify complex technologies or solutions, through product demos, explainer videos or even customer testimonials. The human aspect of video also helps to build trust and connections.
Why? These are some of the reasons video is so powerful:
On the engagement side:
It’s personal and relatable. Video features a ‘real’ human face and voice, connecting directly with the viewer.
It grabs attention. Motion, sound, changing visuals – video offers a sensory experience that a static image can’t match.
It tells a story. As humans, we’re wired to enjoy hearing stories. Whether it’s a customer testimonial or a product demo, we like listening to and learning from the experiences of other people.
On the marketing side:
It’s easily shared. Videos can be shared easily across platforms, strengthening awareness and boosting your reach.
It’s cost-effective to create. Videos don’t always have to be big-budget productions. A “casual” style video can be seen as more authentic and relatable, for example, for a product demo or tutorial.
It’s growing in importance for B2B marketing strategies. Eighty-three per cent of the marketers surveyed by HubSpot are using short-form video in their marketing activities. About 33% say it generates more leads than other content types, and 73% reported that video marketing is “effective or very effective in helping them reach their business goals.”
The increasing marketing value and accessibility of video present exciting opportunities to enrich your programs. Consider how you can strategically integrate video across your channels to bring your brand story to life through authentic moments and real connections. Explore the impact of showcasing genuine experiences within your marketing initiatives.
When planning your marketing programs and selecting channels, think about where and how video can be most effectively integrated to resonate with your audience. Here are some key points to consider:
Think strategically about volume. It's often more impactful to create a series of targeted, concise videos rather than focusing solely on large, high-production projects.
Align with your business objectives. Video excels at building brand awareness and effectively communicating product or solution information. Consider these as primary goals when incorporating video into your strategy.
Measure your results. Track engagement metrics and conversion rates, and utilise analytics tools to assess the performance and impact of your video content.
Creating great video content is only part of the equation. To make sure it reaches the right audience – and gets the right results – it’s important to be strategic about distribution and targeting.
Here are a few tips to help you get your videos in front of the right B2B decision-makers:
Leverage LinkedIn. As the go-to social platform for professionals, LinkedIn is ideal for B2B video. Use it to target specific industries, job titles, or company sizes, and consider using sponsored posts to boost reach.
Use account-based marketing (ABM). Customise videos for high-value accounts or industries and share them via personalised email campaigns or targeted landing pages.
Optimise for search. Add relevant keywords to your video titles, descriptions, and tags so they’re easy to find – both on YouTube and in search engines.
Embed in the right places. Place your videos where your audience is already engaged – such as on key landing pages, in nurture email flows, or within product pages.
Promote across channels. Don’t rely on one platform. Share your videos across social, email, blog posts, and even in webinars or sales pitches.
Test and tweak. Think small and use A/B testing to experiment with different formats, messaging, or thumbnails – and use the data to improve future content.
Video isn’t just a nice-to-have anymore – it’s a must-have in the B2B marketing toolbox. Whether you’re simplifying complex ideas, building trust, or generating high-quality leads, video delivers the engagement modern buyers expect. Think and start small, stay focused on your goals, and don’t be afraid to experiment. With the right strategy and smart distribution, your next video could be the one that drives real business impact. So, grab your camera (or your smartphone), hit record – and start turning views into value. Or even better: contact Living Stone to develop your video marketing strategy and roll-out.
At Living Stone, we’re experts at marketing strategy, including video/podcast programs. Contact us today and find out how we can help create a video strategy to help you meet your goals. Contact Anne-Mie Vansteelant anne-mie.vansteelant@livingstone.eu