3 Critical Video Marketing Considerations for B2B Buyer Engagement
The data doesn’t lie. Video marketing continues to be one of the top trends for B2B digital marketing in 2025.
88% of B2B buyers say they watch explainer videos to learn more about a product or service in the last three months¹
>50% of B2B global marketers say it’s their top form of content²
⅔ of B2B global marketers expect to increase video marketing budget in 2025 into 2026²
Video is an excellent medium for busy B2B buyers who need complex information communicated quickly. Well-executed videos can increase ROI by boosting lead generation and shortening sales cycles. For businesses looking to invest more into video marketing, here are a few important considerations when adopting or adjusting your video marketing strategy.
Avoid Overreliance on Long Form Content
One pitfall that companies can fall into is prioritizing long form content. Long form can be tempting because you can create long form videos from a separate marketing activity. Speaking at a conference? Record it and make a video of it. Doing a product demo? Record it and throw it on the website. Two birds-one stone, right?
These types of videos are usually secondary or an after thought. It can be challenging to turn them into polished, engaging, brand worthy videos. Even with high video production and strategic editing, long form videos almost always have higher drop-off rates, lower engagement on CTAs, and lower share rates than short form videos. They CAN serve their purpose, but more B2B marketers need to prioritize short-form video strategies.
Diversify Your Video Approach
Whether you’re only doing short form videos or creating both short and long form videos, you can best reach your audience and see your biggest ROI if you have diverse video marketing content. Videos can (and should) serve multiple business and viewer needs.
Explainer videos can quickly show your audience what your products or services are–simplifying complex ideas into quick, engaging content.
Demo videos are a step beyond explainer videos. They drill down into more features and details of products and services–helping your audience more deeply understand benefits and value props.
Customer testimonial videos are a very effective way to build trust with your audience–providing emotional connection and proof of your brand’s value.
Case study videos dive in-depth into problem/solution narratives that appeal to analytical buyers who need deep data to justify a purchase.
Brand videos help build and promote your overall company’s identity. They focus on mission, values, personality, and culture and focus less on selling a particular product.
Webinars/interviews/events are longer, educational videos that usually focus less on a particular product and more on an important industry topic. These can be recorded live events or created specifically for on demand digital views.
These are just some of the most common types of marketing videos. They all serve different purposes in your marketing and sales funnel, and a good video marketing strategy makes use of them all. Different videos for different needs and different audiences.
Extend Your Reach
One of the many benefits of video marketing is how many channels can see effective engagement with video.
Organic Search: Video is a critical part of organic search. Videos appear in a significant number of Google universal search results, and YouTube is the world’s second-largest search engine after Google with over 2.5 billion logged-in users per month.³
Social: LinkedIn Creative Labs examined over 13,000 B2B video advertisements to look at video effectiveness. According to this study, video posts generate 20 times more shares than any other content format on LinkedIn.⁴ Attention grabbing, visually engaging bite size information? Social and video are truly a match made in heaven.
Email: Studies on email marketing also show that including videos within emails improves performance. They improve click through rates, overall engagement, and ROI.⁵ Videos can be used to personalize a relationship and create emotional connection… marketing tactics that work well for email campaigns.
Video assets can be repurposed fairly easily across multiple channels (and sales stages), which means that your production and budget can work smarter not harder when you engage them all.
Lean into the Future with Video Marketing
Video isn’t a trend. It’s now one of the fundamental pillars of a digital marketing ecosystem. Although video marketing can be resource-intensive, AI-powered features in video software have started making video production a less intensive endeavor. This can help marketing departments really deliver value with videos without sacrificing too high a portion of their overall marketing budget.
If you’re looking to jumpstart or ramp up your video marketing, we can help. Cimarron Winter offers extensive video marketing experience. We can help you define a strategy, create captivating content, engage with the right people, and drive greater lead generation.