Video Marketing • Strategy • B2B Marketing
Video now accounts for over 82% of all consumer internet traffic, with the average person watching 17 hours of online video per week. Mobile dominates consumption patterns, with 75% of all video viewing happening on smartphones where users hold their devices vertically 94% of the time.
Video Marketing Stats, Trends and Best Practices for 2026
Video now dominates B2B marketing with 91% of businesses using it as a core tool and 93% of marketers reporting the strongest ROI ever recorded. For B2B organisations, video has become non-negotiable: 95% of buyers say video is important in purchase decisions, whilst companies using video grow revenue 49% faster than those that don't. Whitehat's analysis of the latest research reveals how AI-generated video adoption has jumped from 18% to 41% in just two years, why vertical-first formats have become the default, and what this means for your marketing strategy.
Video Consumption Has Reached Unprecedented Levels
Platform engagement reveals clear winners for B2B marketers. TikTok users spend 34 hours 56 minutes monthly on the platform, whilst YouTube users average 27 hours 10 minutes. YouTube Shorts alone generates over 70 billion daily views with a 5.91% engagement rate—the highest among short-form platforms.
The shift towards short-form is decisive: 78% of consumers prefer watching short videos when learning about products, compared to just 9% who prefer text articles. Meanwhile, 96% of people have watched an explainer video to learn about a product or service, and 85% have been convinced to buy after watching a video.
Whitehat insight: The data confirms that video isn't optional—it's where your audience spends their time and makes purchasing decisions. If you're not integrating video into your inbound marketing strategy, you're missing the primary channel for B2B engagement.
B2B Video Marketing Delivers Exceptional Results
B2B buyers have fundamentally changed how they research and purchase. According to Wyzowl's research, 70% of B2B buyers watch video content during their purchase journey, with 50% preferring video over text formats like whitepapers. B2B video content achieves 1,200% higher engagement than text and images combined—a statistic that should reshape how you think about content investment.
The business impact is measurable and significant. Wistia's 2024 State of Video Report found that 87% of B2B marketers actively use video in their strategies, with 74% reporting that videos convert better than other content types. LinkedIn has emerged as a critical channel, with 97% of B2B marketers using it for content marketing and 65% of B2B companies having gained customers directly through LinkedIn video.
Video's influence extends throughout the sales process. HubSpot research shows that 59% of B2B decision-makers prefer video over text when learning about products, and video-equipped sales teams report 16% higher email open rates and a 26% increase in replies. For B2B marketers evaluating where to invest, video consistently outperforms across the metrics that matter: lead generation, conversion, and revenue growth.
| Metric | Statistic | Source |
|---|---|---|
| B2B buyers watching video | 70% | Wyzowl |
| Video vs text/image engagement | 1,200% higher | Industry research |
| LinkedIn video sharing likelihood | 20x more likely | |
| Video testimonial conversion lift | 80-86% | Wistia |
Video Dramatically Boosts Email and Landing Page Performance
Adding video to email campaigns produces some of the most dramatic performance improvements in digital marketing. Including "video" in email subject lines increases open rates by 7%, whilst embedding video in emails boosts click-through rates by 200-300%. Yet only 23% of marketers currently use video in emails—representing a significant competitive opportunity for businesses willing to experiment.
Landing pages with video convert up to 86% better than those without, according to Eyeview Digital research. Interactive product videos specifically boost conversion by up to 70%. Across platforms, 38.6% of marketers identify video as the most effective element for improving landing page conversion rates.
The engagement benefits compound with time on page. Pages with video keep visitors engaged significantly longer, and video testimonials outperform text equivalents by 80-86% in conversion impact. For HubSpot users, the native video capabilities through the Vidyard partnership enable direct tracking of these metrics in contact records and workflow automation.
Social Media Video Benchmarks by Platform
YouTube remains the dominant platform for video marketers, with 82% actively using it and 69% reporting effectiveness. YouTube Shorts engagement has risen from 3.95% in January 2024 to 4.71% in January 2025, signalling growing momentum for short-form content on the platform.
LinkedIn video is experiencing rapid growth with a 34% year-on-year increase in video uploads in Q4 2024 and 36% growth in video viewership in 2025. Notably, 97% of LinkedIn videos are now vertical, and 78% are shot on smartphones—reflecting the platform's shift towards authentic, mobile-first content. LinkedIn users are 20x more likely to share video than other post types.
TikTok delivers strong engagement metrics with an average rate of 4.64-4.9%, and micro-accounts under 100K followers achieve engagement rates as high as 7.5%. Instagram Reels now account for over one-third of total Instagram usage, whilst Facebook Live videos generate 6x more engagement than regular video posts.
| Platform | Marketer Usage | Effectiveness | Key Engagement Stat |
|---|---|---|---|
| YouTube | 82% | 69% | 5.91% Shorts engagement |
| 70% | 50% | 20x more likely to share | |
| 69% | 56% | 1/3 of usage is Reels | |
| 66% | 55% | 6x engagement for Live | |
| TikTok | 40% | 29% | 4.64-4.9% avg engagement |
AI Video Creation Has Reached an Inflection Point
AI adoption for video has accelerated dramatically, with 63% of video marketers now using AI tools to create or edit videos—up from 51% in 2024 and just 18% in 2023. By 2026, 75% of marketing videos are projected to be AI-generated or AI-assisted, fundamentally changing production economics and speed.
Wistia's 2025 State of Video Report confirms this shift: 41% of video marketers now use AI tools, with 19% planning to start soon. Auto-generating captions has become the most common AI use case at 59% adoption, followed by translation into multiple languages at over 30%. The cost implications are substantial: AI video tools can reduce production costs by 97-99% for simple projects.
The leading AI video platforms have established clear market positions. Synthesia commands 62% enterprise adoption for AI avatars and multilingual content across 140+ languages. HeyGen—named G2's #1 Fastest Growing Product of 2025—offers hyper-realistic Avatar IV technology. Runway ML, backed by a $1.5 billion valuation and partnerships with major studios including Lionsgate, leads in creative AI video generation.
| Tool | Primary Use Case | Starting Price | Key Feature |
|---|---|---|---|
| Synthesia | Corporate training | £15-24/month | 240+ AI avatars, 140+ languages |
| HeyGen | Marketing videos | £24/month | Avatar IV with expressions |
| Runway ML | Creative generation | £10/month | Gen-4 models, 4K upscaling |
| Descript | Podcast/video editing | £10/month | Text-based editing, Overdub |
Whitehat insight: AI video tools are no longer experimental—they're becoming essential for competitive content production. The 97-99% cost reduction for simple projects means even small marketing teams can produce professional video content. Our AI consultancy can help you identify which tools fit your workflow.
Short-Form Dominates Engagement, Long-Form Converts
Short-form video has become the number one content format used by marketers, with 30% of both B2B and B2C marketers leveraging it as their primary format. Videos under 60 seconds maintain 82% engagement rates compared to just 61% for videos over two minutes. The preference is clear: 71% of marketers believe videos between 30-60 seconds deliver the best ROI.
However, the conversion story is more nuanced. Wistia's analysis of 90+ million videos reveals that 30-60 minute videos actually have the highest conversion rates, with lead generation forms at the end of 60+ minute videos achieving a remarkable 65% conversion rate. For shorter content, forms placed in the third quarter of 1-3 minute videos convert at 58%.
The strategic implication is to match format to objective. Use short-form video for awareness, engagement, and social reach. Deploy long-form content—webinars, detailed tutorials, original series—when conversion is the primary goal. Remember that 67% of mobile viewers swipe away if a video doesn't engage them within the first three seconds, making hooks critical regardless of length.
Vertical Video and Mobile-First Formats Are Now Mandatory
Vertical-first video formats have become the default for 67% of mobile campaigns across social platforms. The performance data supports this shift: vertical videos generate 58% higher engagement on mobile than horizontal formats, and viewers watch 76% of vertical videos to completion compared to just 49% for horizontal.
Mobile video consumption has reached dominance, with 75% of all video viewing happening on mobile devices and 70% of YouTube watch time coming from mobile alone. Users hold their phones vertically 94% of the time, making vertical formatting not just a preference but a viewing reality.
The design implications extend to captions and sound. A striking 85% of mobile videos are viewed without sound, making captions essential rather than optional. Content designed for silent viewing is 70% more likely to be watched completely on LinkedIn. Wistia reports that vertical HD uploads (1080×1920) saw 51% more uploads than the previous year, confirming the industry-wide shift.
Optimal Video Length by Platform and Purpose
| Platform/Purpose | Optimal Length | Key Insight |
|---|---|---|
| YouTube long-form | 7-15 minutes | Higher watch time improves ranking |
| YouTube Shorts | 15-30 seconds | Max 60 seconds; fast hooks essential |
| 30-90 seconds | Under 60 seconds gets 200% more completion | |
| TikTok | 21-34 seconds | Best retention; algorithm boost at 15-20s |
| Product demos | 5-10 minutes | Include chapters and timestamps |
| Webinars | 30-60 minutes | Highest conversion rates per Wistia |
| Sales cold outreach | 30-60 seconds | Personalised intro video |
LinkedIn native videos get 5x more engagement than external links, whilst video content under 60 seconds sees 200% better completion rates. For sales videos, research shows videos placed after the first 10% of email copy but before the halfway point see the biggest reply increase.
Video SEO Requires Schema Markup and Platform Optimisation
Video schema markup has become essential for search visibility, yet only 18% of organisations implement it despite 72.8% of first-page results including structured data. The required VideoObject schema should include title, description, thumbnail URL, upload date, duration, content URL, and embed URL in JSON-LD format preferred by Google.
YouTube SEO fundamentals remain critical: titles under 60 characters with front-loaded keywords, descriptions of 200-300 words with natural keyword inclusion, and chapters with timestamps that help Google show "key moments" in search results. Watch time is the most important ranking signal, with a target of 50%+ retention.
Short-form videos have tripled in visibility in mobile search results, growing from 5% to 15% according to Semrush research. Video transcripts make content crawlable by search engines and should include relevant keywords naturally. Caption usage has increased 572% since 2021 per Wistia data—beneficial for both accessibility and SEO.
Accessibility Requirements Are Tightening with Legal Deadlines Approaching
New legal deadlines are imminent. The European Accessibility Act (EAA) takes effect on 28 June 2025, requiring WCAG 2.1/EN 301 549 compliance. US ADA Title II updates require WCAG 2.1 Level AA compliance by 24 April 2026 for state and local government websites.
WCAG 2.1 Level AA requirements for video include pre-recorded captions, audio descriptions, and live captions where applicable. Captions must achieve 99%+ accuracy for pre-recorded content, be synchronised within 2 seconds of audio, and include speaker identification and relevant sound effects. Auto-generated captions alone are insufficient per WCAG standards and require human review.
The business case extends beyond compliance: captions improve engagement for the 85% of mobile viewers who watch without sound. Nearly half of all videos uploaded to Wistia in 2024 have at least three accessibility features added to them—up from just 11% in 2021.
Measuring Video ROI Requires Attribution Integration
The primary video KPIs tracked by marketers include engagement rate (most popular at 60%), conversion rate, play rate, view count, and total watch time. Wistia's analysis shows video viewers are approximately 70% more likely to convert than non-viewers—a powerful data point for ROI calculations.
For HubSpot users, the Vidyard integration enables contact-level video tracking with percentage watched (25%, 50%, 75%, 100%), workflow enrolment triggers based on video engagement, and lead scoring using video activity. Video view events sync to contact timelines, enabling influenced revenue reports that attribute pipeline to video touchpoints.
Multi-touch attribution is essential for B2B video measurement. Standard models include first-touch (100% credit to first interaction), U-shaped (50%/50% to first touch and lead creation), and W-shaped (30%/30%/30% across first touch, lead creation, and opportunity creation). Companies implementing closed-loop attribution see 15-18% lift in revenue.
Video Cost-Per-Lead Benchmarks Favour the Channel
Webinars deliver CPL of approximately £60—significantly lower than LinkedIn ads at £340, trade shows at £675, or paid search at £150. This positions video content favourably against most B2B lead generation channels, with only SEO (£26), referrals (£21), and email marketing (£44) achieving lower CPL.
B2B video production costs have decreased significantly. The average budget per 60-second video ranges from £900-£2,900 for SMBs to £3,750-£6,750+ for enterprise. AI video tools have disrupted traditional pricing, offering costs of £0.40-£25 per minute compared to £800-£4,000 per minute for traditional freelance production.
Platform advertising costs vary by channel. YouTube averages £2.90-£2.95 CPM and £0.02-£0.03 cost per view. LinkedIn commands premium pricing with average CPC of £4.30 due to B2B targeting value, though video plus lead form combinations can achieve CPL of £33-£125. Facebook video ads can achieve CPC as low as £0.15, making it the most cost-effective major platform for video advertising.
Three Strategic Imperatives for Video Marketing Success
The data overwhelmingly supports video as a primary content investment. With 93% of marketers reporting the highest ROI ever and 91% of businesses now using video, the format has moved from differentiator to baseline requirement. Three strategic imperatives emerge from this research.
1. Adopt AI Video Tools Now
The 63% adoption rate, combined with 97-99% cost reduction potential and rapidly improving quality, makes AI-assisted video production a competitive necessity. Tools like Synthesia, HeyGen, and Descript enable production at scale that was previously impossible for most marketing teams.
2. Optimise for Mobile-First Vertical Formats
With 75% of video viewing on mobile and vertical videos generating 58% higher engagement, horizontal-first thinking is obsolete. Design for silent viewing with captions since 85% of mobile viewers watch muted.
3. Implement Attribution Infrastructure
The Vidyard-HubSpot integration or equivalent enables contact-level tracking that connects video views to closed revenue. Companies with closed-loop attribution see 15-18% revenue lift—the data infrastructure investment pays for itself.
The trend towards shoppable video and social commerce exceeding £83 billion creates additional opportunity for organisations that move quickly. Video marketing is no longer about whether to invest, but how strategically to allocate resources across formats, platforms, and the buyer journey.
Frequently Asked Questions About Video Marketing
What is the ROI of video marketing in 2025?
According to Wyzowl's 2025 research, 93% of video marketers report positive ROI from their video marketing efforts—the highest figure ever recorded. Companies using video grow revenue 49% faster than those that don't, and adding video to landing pages can boost conversion rates by up to 86%.
How long should B2B marketing videos be?
Optimal video length depends on platform and purpose. For LinkedIn, 30-90 seconds works best with videos under 60 seconds achieving 200% better completion. For webinars and detailed product content, 30-60 minute videos have the highest conversion rates. YouTube long-form content performs best at 7-15 minutes.
How are AI tools changing video marketing?
AI adoption for video has jumped from 18% in 2023 to 41% in 2025. The most common uses include auto-generating captions (59%), creating translations (30%+), and generating scripts. AI tools can reduce video production costs by 97-99% for simple projects, with platforms like Synthesia, HeyGen, and Runway ML leading the market.
Why is vertical video important for B2B marketing?
With 75% of video viewing happening on mobile and users holding phones vertically 94% of the time, vertical video has become essential. Vertical videos generate 58% higher engagement and achieve 76% completion rates compared to 49% for horizontal. On LinkedIn, 97% of videos are now vertical.
How can HubSpot users track video marketing performance?
HubSpot's Vidyard integration enables contact-level video tracking with engagement percentages (25%, 50%, 75%, 100%), workflow triggers based on video views, and lead scoring using video activity. Video view events sync directly to contact timelines, enabling revenue attribution reports that connect video engagement to closed deals.
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Discuss Your Video StrategyReferences and Sources
- Wistia State of Video Report 2025 – Video marketing statistics and benchmarks from analysis of 100+ million videos
- HubSpot Video Marketing Statistics 2025 – Comprehensive video marketing data and trends
- Wyzowl Video Marketing Statistics 2025 – Annual survey of video marketers
- HubSpot State of Video Marketing 2024 – Analysis of video marketing trends and performance
- HubSpot Marketing Statistics 2025 – Comprehensive marketing data including video trends
- HubSpot Blog Video Marketing Report 2024 – Survey of 500+ video marketers