B2B Video Marketing in 2026

2025 Video Marketing Statistics That Matter for B2B

Video has reached its highest adoption rate in marketing history. The data from multiple 2024-2025 research studies paints a consistent picture: video is no longer optional for B2B marketers—it's essential infrastructure.

Adoption and Investment Trends

According to Wyzowl's annual State of Video Marketing survey, business adoption has remained consistently above 89% since 2023, with 92% of marketers planning to maintain or increase video spending in 2025. This stability suggests video has transitioned from experimental channel to core marketing function.

B2B-Specific Video Performance Data

Conversion data is equally compelling. Landing pages featuring video boost conversions by up to 80%, whilst interactive and product demonstration videos increase conversion rates by up to 70%. For B2B companies with complex products or services, video bridges the gap between technical capability and buyer understanding in ways text simply cannot match.

Full-Funnel Video Strategy for B2B Marketers

Effective B2B video marketing requires matching video types to each stage of the buyer's journey. The mistake many companies make is producing awareness-stage content whilst neglecting consideration and decision-stage videos—or worse, using the same video format across all touchpoints.

Top-of-Funnel: Building Awareness

Awareness-stage videos should be short, punchy, and designed for social sharing. Research consistently shows that videos under 60 seconds achieve the highest engagement rates, with 83% of marketers recommending this length for initial audience contact. Content types that work best at this stage include thought leadership interviews, brand storytelling, and educational explainer content.

Short-form video has achieved mainstream B2B acceptance faster than many predicted. LinkedIn video watch time grew 36% year-over-year in 2024, with video uploads increasing 34% in Q4. Even TikTok has reached 19% adoption among B2B marketers, with companies like Salesforce, Adobe, and HubSpot establishing active presences.

Middle-of-Funnel: Driving Consideration

Consideration-stage videos can and should be longer—between 1-5 minutes—providing the depth buyers need to evaluate solutions properly. Detailed explainer videos, product demonstrations showing specific features, and case study testimonials perform exceptionally well here.

Webinars remain the top B2B lead generation format, with 73% of B2B marketers citing them as their primary source of high-quality leads. The global webinar market reached £3.5 billion in 2025, projected to grow to £14.5 billion by 2032. Critically, 44% of webinar audiences now watch on-demand recordings rather than live sessions—making repurposing essential.

Bottom-of-Funnel: Closing Deals

Decision-stage videos should be longer and more detailed—2-5 minutes or more—focusing on removing final objections and building confidence. Customer proof points with specific metrics, ROI breakdowns, and personalised sales videos all accelerate deals at this stage.

Here's a counterintuitive finding: whilst shorter videos have higher engagement rates, longer videos (30-60 minutes) actually achieve the highest conversion rates for lead generation when forms are placed at optimal points. This makes sense—someone willing to invest 30+ minutes has demonstrated serious purchase intent.

HubSpot Video Integration and Attribution

For B2B marketers using HubSpot, video's real power emerges when viewing data connects to CRM records. This integration transforms video from a broadcast medium into a measurable, attributable pipeline influence tool—something Whitehat SEO prioritises in every HubSpot implementation.

Native HubSpot Video Capabilities

HubSpot Video, powered by Vidyard integration, provides Professional and Enterprise users with native video hosting, embedding, and analytics. Key capabilities include AI-powered clip identification for creating shareable segments, multilingual caption generation, CRM-connected analytics with video-triggered workflows, and in-video forms and calls-to-action. The platform supports up to 250 hosted videos on Professional and Enterprise plans.

What makes HubSpot's approach distinctive is the direct connection between video engagement and contact records. When someone watches your video, that engagement appears on their contact timeline—not in a separate analytics dashboard you'll never check.

Vidyard Integration for Advanced Video Analytics

Vidyard's native HubSpot integration provides deeper video analytics for sales and marketing teams. Video views are logged directly on contact activity timelines, enabling lead scoring based on video engagement thresholds. Workflows can be triggered by specific video consumption patterns, such as watching 75%+ of a pricing video or completing a product demo.

The integration syncs critical data points including player UUID, video name, percentage watched at key thresholds (25%, 50%, 75%, 100%), and precise timestamps. This granularity enables sophisticated lead scoring—you can create active lists of contacts who've watched 80%+ of high-intent videos and route them directly to sales.

Wistia Integration for Marketing Teams

Wistia offers an alternative integration path with particular strengths for marketing-focused use cases. HubSpot forms can be embedded directly within videos for mid-roll lead capture, webinar attendance and engagement data syncs automatically, and the platform's video heatmaps show exactly where viewers rewatch, skip, or drop off.

Wistia's 'Channels' feature creates Netflix-style video galleries that can significantly increase binge-watching behaviour on your owned properties—keeping prospects engaged longer and building familiarity with your brand and methodology.

Platform Selection: Choosing Between YouTube, LinkedIn, Vidyard and Wistia

Platform choice should follow strategic objectives, not default habits. The decision between YouTube, LinkedIn, and dedicated B2B video platforms like Vidyard and Wistia depends on whether your priority is discoverability or lead generation.

YouTube: Discoverability and SEO

YouTube remains the dominant video platform, used by 90% of video marketers with 78% reporting success. For B2B companies, YouTube serves as both a search engine and a credibility platform—prospects often check YouTube presence as part of vendor evaluation.

YouTube SEO requires attention to specific ranking factors: include target keywords in the first 55 characters of titles, write detailed descriptions with primary keywords in opening sentences, add full transcripts for searchability, and create custom thumbnails rather than relying on auto-generated options. Videos with captions see 7.32% higher views on average.

LinkedIn: B2B's Primary Social Video Platform

LinkedIn has emerged as the essential B2B video platform, with members spending 3x more time engaging with video than other content formats. The platform launched a TikTok-inspired vertical video feed in March 2024, and video creation is growing at 2x the rate of other format types.

Critical LinkedIn video considerations: 80% of videos are watched without sound, making captions mandatory rather than optional. Hook viewers in the first 2-3 seconds, prioritise authenticity over production value (mobile phone footage often outperforms studio content), and note that posts from C-suite executives generate 4x more engagement than average.

The Recommended Hybrid Approach

Most B2B companies benefit from a hybrid strategy: use YouTube for discoverability and SEO value whilst using Vidyard or Wistia for embedded, gated, and sales-focused videos where lead capture is the primary goal. This approach maximises reach whilst maintaining the attribution capabilities essential for proving video ROI.

AI Video Tools and Automation in 2025

AI adoption in video marketing has accelerated dramatically, jumping from 18% to over 40% between 2024-2025. The global AI video generator market reached approximately £490 million in 2024 and is projected to exceed £2 billion by 2032, growing at 20% annually.

How Marketers Are Using AI for Video

Current AI video applications focus on production efficiency rather than full automation. The most common uses include auto-generating captions and transcripts (59% of AI video users), script writing and brainstorming (50%), generating visuals and music (35%), and identifying key clips for editing (29%).

Companies report 70-90% production cost reductions when using AI video tools for appropriate use cases. However, the technology works best for specific formats—training videos, product explainers, and personalised outreach—rather than replacing high-production brand content.

AI Avatar Adoption for Personalised Video

Vidyard's AI Avatar adoption grew 12x from April to December 2024, enabling sales teams to create hyper-personalised video messages at scale. These AI-generated videos allow representatives to appear in personalised outreach without recording each message individually—a significant efficiency gain for high-volume sales teams.

Leading platforms in this space include Synthesia (offering over 1,000 AI avatars across 140+ languages), HeyGen (175 languages with lip-sync translation), and Descript (text-based editing with AI overdub capabilities). Each serves different use cases, from multilingual marketing to content repurposing.

Measuring Video ROI in B2B: Attribution Models That Work

Single-touch attribution fails to capture video's full impact in complex B2B sales cycles with multiple stakeholders and lengthy consideration phases. Whilst 74% of companies measure video ROI through engagement metrics, leading organisations complement these with downstream business metrics like pipeline influence and revenue attribution.

Metrics by Funnel Stage

Top-of-funnel metrics: View count and unique views, impressions and reach, play rate (industry benchmark: 41-60% average), and social shares. Videos generate 1,200% more shares than text and image combined, making shareability a legitimate awareness metric.

Mid-funnel metrics: Engagement rate and watch time (benchmark: 65% completion for under 1 minute), video heatmaps showing rewatches, skips, and drop-off points, CTA click-through rates, and time on page with video embedded.

Bottom-funnel metrics: Video-influenced leads, form completions from video, demo booking rate, video-to-opportunity conversion rate, and sales cycle length reduction. Research indicates video can accelerate sales cycles by 25-40%.

Multi-Touch Attribution Models for Video

For B2B sales cycles, consider these attribution approaches: U-shaped or position-based models work well for clear entry and exit points, allocating 40% credit to first touch, 40% to last touch, and 20% distributed across middle interactions. W-shaped models add lead creation as an additional anchor touchpoint, useful when you have defined funnel stages.

Implementation requirements include UTM-tagging all video links for journey tracking, using 14-30 day post-view attribution windows appropriate for B2B consideration cycles, mapping video exposure data to CRM accounts, and creating cohorts comparing video-engaged versus non-engaged deals.

The Cohort Analysis Approach

The most reliable method for quantifying video's revenue impact involves cohort-based analysis. Sync video platform data with CRM and product analytics, create two groups (high video engagement versus low or no engagement), then calculate metrics separately for each group: win rate, cycle length, and deal size. The difference represents video's dollar-denominated impact.

Companies using video grow revenue 49% faster year-over-year than non-video users, and personalised video messages have driven 8x improvement in click-through rates and 4x improvement in reply rates in documented case studies.

Mobile-First Design and Accessibility Requirements

75% of viewers watch short-form video content on mobile devices, with more than 75% of all video expected to be viewed on mobile in 2025. This reality demands mobile-first design principles throughout your video strategy.

Designing for Sound-Off Viewing

85% of mobile videos are watched without sound, making captions essential rather than optional. Videos with captions are shared 15% more and achieve 28% higher completion rates for B2B content. Caption design should prioritise high contrast (white text with black outline), positioning in the lower third of the screen, large fonts for mobile readability, and maximum 3 lines with 3-5 words at a time.

2026 Accessibility Compliance Deadlines

Video accessibility requirements are tightening. The ADA Title II Final Rule (April 2024) mandates WCAG 2.1 Level AA compliance for web content including video, with deadlines of April 2026 for larger organisations and April 2027 for smaller entities. Requirements include synchronised captions for all pre-recorded audio, audio descriptions for pre-recorded video, and keyboard-accessible media player controls.

254% more businesses added closed captions in 2023 versus 2022, reflecting growing awareness of both accessibility requirements and the engagement benefits captions provide. Nearly 50% of videos uploaded in 2024 include at least 3 accessibility features.

Frequently Asked Questions

Taking Action: Your B2B Video Marketing Priorities

B2B video marketing in 2025 is characterised by universal adoption (91%), proven ROI (93% positive), and rapidly evolving AI capabilities. The critical success factors are clear: design for mobile-first, sound-off viewing; implement multi-touch attribution to capture video's full influence across long sales cycles; leverage platform-native features on LinkedIn whilst maintaining YouTube for discoverability; and ensure accessibility compliance before the April 2026 deadline.

The most significant emerging trend is the convergence of personalisation and AI—enabling hyper-personalised video at scale. Meanwhile, short-form video has achieved mainstream B2B acceptance, with LinkedIn redesigning its interface around vertical video and even TikTok reaching meaningful B2B adoption.

For measurement, the path forward requires integrating video analytics platforms with CRM systems to create cohort-based analysis comparing video-engaged versus non-engaged deals—the only reliable method for quantifying video's revenue impact.

References and Sources

1. Wyzowl – Video Marketing Statistics 2025/2026 (State of Video Marketing Survey)
2. Vidyard – Video in Business Benchmark Report 2025 (AI Edition)
3. Wistia – State of Video Report and Video Marketing Statistics
4. Sprout Social – LinkedIn Video Guide and Statistics
5. HubSpot – How Video Consumption is Changing
6. 3Play Media – How Video Transcripts and Captions Improve SEO