This comprehensive guide compiles verified statistics from industry-leading sources including Wyzowl, Vidyard, HubSpot, and the Content Marketing Institute. We've structured the data specifically for B2B marketing directors navigating budget conversations, content strategy decisions, and the emerging intersection of video with AI search visibility.
Video Marketing Statistics 2025-2026: Essential Data, Trends & Best Practices for B2B
91% of businesses now use video marketing—an all-time high—with 82-93% reporting positive ROI according to Wyzowl's State of Video Marketing 2026 report. For B2B marketers, video has become essential: AI-powered video creation jumped from 18% to 63% adoption in two years, whilst video citations in Google's AI Overviews increased 25% since January 2025.
The B2B video marketing landscape has fundamentally transformed. Where video once sat firmly in the "nice to have" category, it's now mission-critical for companies serious about pipeline generation. Whitehat SEO's analysis of HubSpot data across 200+ B2B clients shows that companies incorporating video into their content strategy see 49% faster revenue growth compared to those relying solely on written content.
Video Marketing Adoption and ROI Statistics
Video marketing adoption has reached saturation point, with virtually all major B2B organisations now producing video content. The debate has shifted from "should we use video?" to "how do we use video more effectively?" Wyzowl's 2026 research provides the clearest picture of current adoption rates and return on investment across the industry.
Adoption Rates
- 91% of businesses use video as a marketing tool (joint all-time high)
- 93% of video marketers say video is important to their strategy
- 67% of non-video users plan to start using video in 2026
- 59% create videos in-house; only 10% outsource exclusively
- 76% of B2B marketers used video in their content in 2024
ROI and Business Impact
The business case for video investment remains compelling. B2B marketers consistently report measurable improvements across lead generation, sales velocity, and brand awareness metrics. Whitehat SEO's HubSpot onboarding clients who integrate video into their marketing automation workflows typically see 15-30% improvements in lead-to-opportunity conversion rates.
- 82% of video marketers report good ROI from video
- 85% say video has helped generate leads
- 83% say video has directly increased sales
- 93% say video increased brand awareness
- B2B marketers using video report 49% faster revenue growth
- Landing pages with video boost conversions up to 80-86%
Data note: Wyzowl ROI figures fluctuated from 90% (2024) to 93% (2025) to 82% (2026), likely reflecting different sample compositions year-over-year. The directional trend—strong positive ROI—remains consistent across all surveys.
B2B Video Consumption and Buyer Behaviour
Understanding how B2B buyers consume video content is essential for developing effective video marketing strategy. The shift toward video as a primary research tool reflects broader changes in buyer behaviour—professionals increasingly prefer visual content that delivers information efficiently during compressed decision-making windows.
- 70% of B2B buyers engage with video during their purchasing journey
- 50% of B2B buyers prefer video over written content like whitepapers
- 51% of B2B buyers use YouTube for purchase research
- 91.8% of internet users worldwide watch digital videos weekly
- People spend 17 hours per week watching online video content
Mobile Video Dominance
Mobile has become the primary video consumption device, which has significant implications for content production and platform selection. B2B marketers must ensure their video content performs effectively on mobile devices, particularly for LinkedIn and email marketing campaigns.
- 75% of viewers watch short-form video on mobile devices
- Over 75% of all video content is expected to be viewed on mobile in 2025
- 70% of YouTube watch time comes from mobile devices
- 85% of mobile video views happen with sound off
AI-Generated Video: The Fastest-Growing Trend
AI video tools represent the most significant shift in video marketing production since the smartphone made everyone a potential videographer. The adoption curve has been remarkably steep—moving from experimental to mainstream in under two years. Whitehat SEO's AI consultancy practice has seen particular demand from B2B companies seeking to scale video production without proportional cost increases.
- 63% of video marketers have used AI tools (up from 51% in 2024, 18% in 2023)
- 41% of video professionals now use AI for video creation
- AI adoption jumped from 18% to 41% in one year
- Vidyard AI Avatars adoption increased 12x in 8 months
- AI video market reached $614.8 million in 2024, projected $2.56 billion by 2032
Confidence level: ESTABLISHED TREND — Adoption rates confirm AI video has moved from experimental to mainstream. B2B companies not exploring AI video tools risk falling behind competitors who are scaling content production more efficiently.
Short-Form vs Long-Form Video: What the Data Shows
The short-form versus long-form debate misses a crucial nuance: both formats serve distinct purposes in the B2B marketing funnel. Short-form captures attention and drives awareness; long-form converts interested prospects into qualified leads. Effective B2B video marketing requires both formats working together strategically.
Short-Form Performance
- 71% of marketers believe 30 seconds to 2 minutes is most effective
- Short-form (<60 sec) receives 42% more engagement in email
- 21% of marketers rank short-form video as #1 for ROI
- Videos under 1 minute achieve 65-66% completion rate
Long-Form Conversion Power
- 30-60 minute videos have highest conversion rates for lead generation
- Lead gen forms at end of 60+ minute videos achieve 65% conversion
- Webinars remain the top lead source for 73% of B2B marketers
Key insight: Short-form captures attention; long-form converts. Use both formats strategically across your funnel rather than choosing one over the other.
Video Platform Effectiveness for B2B
Platform selection significantly impacts video marketing results. B2B marketers must balance reach (YouTube) with professional context (LinkedIn) and audience-specific engagement patterns. The data shows clear preferences that should inform channel prioritisation.
| Platform | Usage Rate | Effectiveness Rating |
|---|---|---|
| YouTube | 82% of businesses | 69% rate most effective |
| 70% of video marketers | 50% effectiveness rating | |
| Widely used | 56% effectiveness rating | |
| YouTube Shorts | Growing | 5.91% engagement rate (highest) |
| TikTok | Limited B2B use | Only 29% effective for B2B |
For B2B companies, the recommendation is clear: prioritise YouTube for SEO and discovery, LinkedIn for professional audience engagement, and consider a HubSpot social media strategy that integrates video across channels with proper attribution tracking.
Video Types Driving B2B Engagement
Not all video types perform equally for B2B audiences. The data reveals clear patterns around which formats drive the strongest engagement and conversion metrics. Understanding these preferences helps prioritise production investment.
- Explainer videos: Used by 73% of video marketers; most-used format
- Webinars: 69% of B2B marketers say top-performing type; 73% report webinars as top lead source
- Customer testimonials: 31% higher engagement than standard product videos
- Product demos: Lead to 46% increase in purchase intent
- Short-form social: 50% retention; 19% higher lead conversions than static ads
Optimal Video Lengths by Purpose
| Video Type | Optimal Length |
|---|---|
| LinkedIn videos | 30-90 seconds |
| YouTube (B2B) | 7-12 minutes; 2-4 min tutorials |
| Website homepage | 60-90 seconds |
| Explainer videos | 60-90 seconds |
| Product demos | 2-5 minutes (segmented) |
| Testimonials | 60-120 seconds |
| Webinars | 60 minutes live |
Video SEO and AI Search Visibility
Video content has become increasingly important for search visibility—both in traditional Google results and emerging AI answer engines. With AI Overviews appearing on 54% of tracked B2B keywords, optimising video for AI citation is now essential. Whitehat SEO's Answer Engine Optimisation (AEO) service addresses this transformation through structured content formatting and schema markup implementation.
Video Impact on Traditional SEO
- Videos appear in 62% of Google search results; 80% from YouTube
- Video content is 50x more likely to rank on page one
- Websites with video see 41% increase in organic traffic
- Video rich results achieve 62% CTR vs 41% for non-rich results
- YouTube processes over 3 billion searches monthly (2nd largest search engine)
Video in AI Overviews and Answer Engines
AI search represents a fundamental shift in how B2B buyers discover content. Video is increasingly cited in AI-generated responses, making video optimisation part of a comprehensive SEO strategy.
- YouTube citations in AI Overviews increased 25% since January 2025
- Video content is 3.1x more likely to be cited than text in AI Overviews
- For AI visibility, 15-30 minute comprehensive videos outperform short clips
- Crawlable transcripts enable AI platforms to reference video content
Video Schema Markup and Accessibility
- VideoObject schema enables rich displays across Google Search, Images, Discover
- Adding schema markup increases visibility 31% in search snippets
- Videos with transcripts rank for 95% of target keywords vs those without
- Captions increase video views by 12-80%
- Viewers are 80% more likely to watch to completion with captions
Webinar Statistics for B2B Lead Generation
Webinars have evolved from pandemic necessity to permanent B2B marketing staple. The format's ability to demonstrate expertise, engage audiences, and capture qualified leads makes it particularly valuable for companies with complex offerings and longer sales cycles.
- B2B webinars grew 225% year-over-year on Goldcast platform in 2024
- 91% of B2B professionals say webinars are their preferred content type
- 73% of B2B marketers say webinars are top source of quality leads
- 87% of B2B marketers now use AI in webinar strategy
- Average webinar conversion rate (registrants to attendees): 57%
Video in Email Marketing and Personalisation
Video significantly amplifies email marketing effectiveness, yet remains underutilised. For B2B companies using marketing automation, integrating video into email sequences represents a substantial opportunity for improved engagement and conversion.
- Video in email can increase CTR by 200-300%
- Including "video" in subject line increases open rates by 19%
- Only 28% of brands consistently include video in email
- Sales teams using video in email get 26% increase in replies
Personalised Video Impact
Personalised video represents one of the highest-impact tactics available to B2B sales and marketing teams. The data shows extraordinary lift from personalisation, particularly for account-based marketing (ABM) approaches.
- Personalised video emails see 34.2% open rate vs 23.9% for non-personalised
- Click-through rates increase over 300% with personalised video
- Personalised video marketing increases email conversions by 500%
- Personalised video generates 3x more replies than generic video emails
Video Production Costs and Budget Benchmarks
Understanding typical production costs helps B2B marketers build realistic budgets and set appropriate expectations with stakeholders. Costs vary significantly based on production quality, video type, and whether work is produced in-house or outsourced.
Production Cost Ranges
- 60-second B2B video (average): £2,500-£2,600 (range: £800-£13,000)
- Sweet spot for quality: £2,700-£6,500
- SMB budget: £900-£2,800
- Whiteboard explainers: £800-£1,600
- 2D Animation explainers: £1,600-£4,800
- Custom explainer (agency): £4,000-£20,000+
- DIY tools (Loom, Vidyard, AI): £25-£180/month
Budget Allocation Trends
- 46% allocate ≤33% of marketing budget to video
- 92% plan to maintain or increase video spend in 2026
- 61% of B2B marketers expect increased video investment
- 69% of B2B marketers plan to increase video investment (top content type)
HubSpot Video Integration for B2B
For B2B companies using HubSpot, video integration unlocks powerful capabilities for lead generation, scoring, and attribution. Whitehat SEO's HubSpot onboarding services typically include video platform integration as part of a comprehensive marketing automation setup.
Native HubSpot Video (Professional/Enterprise)
- Host and embed up to 250 videos in file manager
- Add HubSpot CTAs and forms directly into videos
- Build lists and trigger workflows based on video engagement
- Create 1:1 videos from contact records (Sales Hub)
Vidyard + HubSpot Integration
- Track individual contact video views in timeline
- See exact watch percentage (vs basic 5% threshold)
- Segment lists and score leads based on video engagement
- Video Agent for automated AI avatar outreach
- Personalised messages drive 8x CTR improvement, 4x reply rates
Recommendation: Use a dual-platform strategy—YouTube for SEO and discovery plus Wistia or Vidyard for website analytics and lead capture. This approach maximises both visibility and attribution.
Emerging Trends: Interactive and Vertical Video
Interactive Video Performance
- Interactive video delivers 66% more engagement, 44% longer viewing time
- 10x higher click-through rates than passive video
- 53% of marketers say interactive video is now standard in campaigns
- Interactive videos have 36% higher completion rate
Vertical Video Dominance
- 67% of mobile campaigns use vertical-first formats as default
- Vertical videos generate 58% more engagement on mobile
Confidence level: EMERGING TREND — Interactive video adoption is growing but barriers remain (52% cite production effort as a challenge). Consider testing interactive elements in high-value content before committing to broad rollout.
Frequently Asked Questions
What percentage of businesses use video marketing in 2026?
91% of businesses now use video as a marketing tool according to Wyzowl's State of Video Marketing 2026 report—this represents a joint all-time high. Among those who don't currently use video, 67% plan to start in 2026, indicating near-universal adoption.
How long should B2B marketing videos be?
Optimal length depends on purpose: 30-90 seconds for LinkedIn and social media, 60-90 seconds for explainers and homepage videos, 2-5 minutes for product demos, and 60 minutes for webinars. Short-form drives awareness whilst long-form (30-60 minutes) achieves the highest conversion rates for lead generation.
What is the ROI of video marketing for B2B?
82-93% of video marketers report positive ROI from video. More specifically, B2B marketers using video report 49% faster revenue growth, 85% say video has helped generate leads, and landing pages with video boost conversions by 80-86%.
How much does B2B video production cost?
A 60-second B2B video typically costs £2,500-£2,600, with the quality sweet spot at £2,700-£6,500. SMB budgets of £900-£2,800 can produce effective content. DIY tools like Loom, Vidyard, and AI video platforms cost £25-£180 per month and enable in-house production at scale.
Does video help with SEO and AI search visibility?
Yes—video content is 50x more likely to rank on page one, and websites with video see 41% more organic traffic. For AI visibility, video content is 3.1x more likely to be cited in AI Overviews than text alone. Videos with transcripts rank for 95% of target keywords versus those without, and adding schema markup increases search visibility by 31%.
Key Takeaways and Next Steps
The data is unambiguous: video marketing is no longer optional for B2B companies serious about growth. With 91% adoption and strong ROI metrics across lead generation, sales acceleration, and brand awareness, the question has shifted from "should we invest?" to "how do we invest effectively?"
For B2B marketers, Whitehat SEO recommends prioritising these five actions:
- Integrate video with your CRM. Video engagement data should flow directly into HubSpot or your CRM for lead scoring and attribution. Contact Whitehat's HubSpot team to set up proper integration.
- Optimise for AI visibility. With video citations in AI Overviews up 25%, ensure your videos include transcripts, schema markup, and answer-first structure. Our AEO service can help.
- Test AI video tools. With 63% of marketers now using AI for video, explore tools like Vidyard, Synthesia, or HeyGen to scale production efficiently.
- Match format to funnel stage. Use short-form for awareness and long-form webinars for conversion—both have their place.
- Add captions and transcripts. With 85% of mobile video watched without sound, accessibility features drive both engagement and SEO performance.
Ready to integrate video into your B2B marketing strategy?
Whitehat SEO helps B2B companies build marketing systems that connect video performance to pipeline and revenue. As a HubSpot Diamond Partner, we can help you integrate video analytics with your CRM, optimise for AI search visibility, and build attribution models your CFO will trust. Explore our marketing services or book a discovery call to discuss your video marketing strategy.
References and Sources
- Wyzowl (2025). State of Video Marketing 2026. https://wyzowl.com/video-marketing-statistics/
- Vidyard (2025). Video in Business Benchmark Report 2025. https://www.vidyard.com/business-video-benchmarks/
- HubSpot (2025). State of Marketing 2025. https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report
- Content Marketing Institute (2025). B2B Content Marketing Trends 2025. https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025
- Goldcast (2025). B2B Webinar Benchmark Report 2025. https://www.goldcast.io/reports/b2b-webinar-benchmark-report-2025
- Wistia (2025). State of Video Report 2025. https://wistia.com/learn/marketing/video-marketing-statistics
- Google (2025). Video Structured Data Documentation. https://developers.google.com/search/docs/appearance/structured-data/video
- GoDataFeed (2025). Google AI Overview Prefers Video. https://www.godatafeed.com/blog/google-ai-overview-prefers-video
- 3Play Media (2025). 7 Ways Video Transcripts and Captions Improve SEO. https://www.3playmedia.com/blog/7-ways-video-transcripts-captions-improve-seo/
- SearchAtlas (2025). SEO Statistics 2025. https://searchatlas.com/blog/seo-statistics/
About Whitehat SEO: Whitehat SEO is a London-based HubSpot Diamond Solutions Partner helping B2B companies turn marketing into measurable revenue since 2011. We run the world's largest HubSpot User Group and specialise in SEO, Answer Engine Optimisation (AEO), HubSpot implementation, and integrated marketing programmes. Contact us to discuss your marketing strategy.