Video is No Longer Just a “Nice to Have” in B2B Marketing

In 2025, video is a key aspect of successful B2B campaigns.

According to recent reports:

• 89% of B2B companies now use video as a marketing tool
• 95% of marketers who use video say it’s now central to their overall strategy—not just an add-on
• Businesses using video in B2B see 49% faster revenue growth
• Video content drives 1,200% more engagement than text and static images combined

The shift is clear: even teams that once focused mainly on written content are investing heavily in video because it performs across every stage of the funnel.

B2B buyers are watching, comparing, and deciding all through video. If your company isn’t using it yet, you’re behind. If you’re using it inconsistently, you’re leaving growth on the table.

This guide breaks down how to achieve a strong video strategy in 2025.

Why Video Works in B2B

Video supports EEAT principles: Experience, Expertise, Authoritativeness, and Trustworthiness. It shows people who you are, what you know, and how you solve real problems.

• Memorable impact: 95% of a video’s message is retained by viewers, compared to only 10% with text.
• Decision-stage influence: Over 70% of B2B buyers watch videos during product research.
• Conversion power: Adding video to landing pages can boost conversion rates by up to 86%.
• Platform performance: Video views on LinkedIn have jumped 36% year-over-year. And short-form video has the highest ROI of any content format in 2025.

Three Video Content Types Every B2B Company Should Prioritize

1. Case Study Videos

Nothing builds credibility like proof.

Short, punch case study videos showcase how you’ve helped actual clients get measurable results. They’re one of the most powerful tools for closing deals in complex B2B sales cycles.

What to include:

• A quick introduction to the client and their challenge
• Your solution, with a focus on process
• Specific results, backed by metrics
• A brief client quote or testimonial
• Visual overlays to make the data pop

Aim for 2 to 3 minutes. Keep it conversational. Let the client tell part of the story if possible. Authenticity beats polish every time.

2. Educational Videos

Today’s B2B buyers expect value before talking to sales.

Educational content helps you meet them early and earn their trust. It positions your team as an expert resource, not just a vendor.

What to create:

• “How-to” tutorials Thought leadership videos relevant to your industry
•  Product walkthroughs with real use cases
• Explanation videos to clarify complex ideas

Structure matters. Start with a hook: a bold question, a stat, or a pain point. Then introduce your topic simply and build depth with visuals, step-by-step explanations, or customer examples. Clear beats clever every time. Even a basic framework like “Problem → Process → Outcome” works well when paired with a clean script and visuals that support the message.

3. Platform-Optimized Video

Creating great content isn’t enough. It also needs to be seen in the right way.

Different platforms demand different formats. Here's how to tailor your videos:

• LinkedIn: Keep videos under 90 seconds. Add captions (most users watch with sound off). Focus on thought leadership and case studies.
• YouTube: Great for longer educational content, product demos, or series. Use chapters to make navigation easy.
• YouTube Shorts / TikTok: Snappy, high-impact clips. Think 15–60 seconds. Share a key stat, insight, or moment from a longer piece.
• Your Website: Use video on landing pages, pricing pages, and product pages. It boosts conversions and improves time on page.
• Email: Embedding thumbnail links to videos can increase CTR by 200–300%.

One video shoot can give you assets for every platform if you plan for it upfront. Record longer interviews or demos, then slice them into short clips for LinkedIn, add captions for social, turn highlights into Shorts or TikToks, and use polished versions on your site and YouTube. The key is to script and film with repurposing in mind.

How to Build a B2B Video Strategy That Performs

Here’s a quick roadmap:

• Audit what you have: Check your current video library. What’s outdated? What’s missing?
• Map content to funnel stages: Awareness = educational. Consideration = case studies. Decision = product walk-throughs.
• Plan quarterly themes: Align video content with your broader campaigns.
• Keep production agile: You don’t always need a high-budget shoot. Tools like Loom, Zoom, or even a phone plus mic can get the job done. For easy editing and repurposing, platforms like Riverside let you record high-quality video remotely and quickly clip highlights for social. Focus on clarity, not perfection — strong content beats studio polish.
• Measure everything: Track engagement, watch time, click-throughs, lead quality, and influenced revenue.

The key is consistency. A one-off video won’t move the needle. A steady stream of content designed to educate, prove, and persuade will.

Incorporating EEAT in Your Videos 

• Experience: Highlight your team and real clients on camera. Show you’ve been there.
• Expertise: Share strategies, tips, and tools that work.
• Authoritativeness: Reference data. Show results. Be specific.
• Trustworthiness: Avoid exaggeration. Be transparent about challenges and processes. Let your customer speak.

Following these guidelines will ensure your videos are what both algorithms and real buyers are looking for.

Final Takeaway

Video is the most effective B2B content format based on performance.

It boosts trust, engagement, and revenue, and brings your expertise to life. Furthermore, it’s effective across every stage of the buyer’s journey.

If you’re not already building a thoughtful, consistent video strategy, now’s the time. Start with case studies and add educational content from there. Optimize it for the platforms your buyers use every day.

The ROI is clear. The only question is how fast you’ll get started.

Ready to put video to work for your business?
If you’re looking to build a smarter B2B content strategy, we can help. From case study planning to platform-optimized video campaigns, our team knows what it takes to turn complex ideas into content that connects and converts. Let’s chat about what’s possible.