“This post was originally published in 2024 and has been updated in April 2025 with fresh research, data, and insights to ensure you have the most relevant and effective video marketing strategies.”
Why Video Marketing Matters More Than Ever
Video isn’t just a trendy tactic in 2024 – it’s a cornerstone of modern marketing strategy. If you’re a B2B brand marketer, director, or VP, you likely know your audience craves video content. In fact, the number of digital video viewers worldwide now tops 3.3 billion. Recent surveys show 91% of businesses use video as a marketing tool, and 89% of consumers say they want to see more videos from brands. It’s no surprise – people retain 95% of a message when watching it in a video, versus only 10% when reading text. Video content is engaging, memorable, and persuasive, making it a powerful medium to influence B2B purchase decisions. (In fact, 70% of B2B buyers watch videos throughout their buying process.)
But leveraging video effectively requires a solid strategy. Simply churning out content isn’t enough; your videos need purpose and planning behind them. According to HubSpot’s 2024 industry report, creating an effective video strategy is the number one challenge marketers face. A clear roadmap will ensure your investment in video pays off – and 93% of marketers say video has given them a good ROI, so the payoff can be huge with the right approach.
So how can your brand craft a winning video marketing strategy in today’s landscape? Below we break down the key steps – from setting objectives to distribution – to help you plan video content that captivates your target audience and drives real business results. (And if you need help, a dedicated video marketing agency can guide you through this process.)
Then, came the internet.
Most marketers kept the same video marketing strategy as broadcast television and placed their television spots on their web and social channels. YouTube and Facebook were simply a dumping ground for print ads, radio, and tv spots.
Yet, as time progressed generations grew up that were natively attuned to social media and its nuances. Millennials and Generation Z expected content that was custom made for these platforms and, gradually, audiences shifted. Now, content for web and social media platforms have to be native to be successful; particularly video content.
Step 1: Set Clear Video Objectives
The first step in any successful video marketing strategy is to define your goals. Ask yourself what business outcome you want each video to achieve. Not every video can do everything at once – a brand awareness video will look very different from a product demo meant for closing sales. Be specific about the purpose of your video content. For B2B marketers, common objectives include building brand awareness, educating the market, generating leads, nurturing prospects, and driving conversions.
It helps to consider where your viewer is in the buyer’s journey. Most of the time, the audience’s stage (awareness, consideration, or decision) will determine the aim and style of your video. For example:
Awareness stage:
Focus on inspiring, high-level content to introduce your brand or problem/solution space. A great option here is a compelling brand story video or even a thought leadership piece (think a mini brand documentary that highlights your mission or industry vision). These videos spark interest and humanize your brand. (For instance, check out some of our favorite brand video examples to see how storytelling can build awareness.)
Consideration stage:
At this middle funnel stage, viewers are actively evaluating solutions. Trust and credibility are key. This is where customer-focused videos shine – like a client testimonial video or case study. Hearing success stories from real customers can powerfully influence B2B buyers who need proof of ROI and reliability. Testimonials and product explainer videos help educate your prospects, addressing their questions and concerns directly.
Decision stage:
When prospects are close to buying, offer video content that seals the deal. Product demos, in-depth walkthroughs, or personalized sales videos can showcase exactly how your solution works and its specific benefits. A concise explainer or demo video of your product/service is perfect here to drive that final conversion. (Tip: An interactive demo or screen share video can work wonders – viewers want to see the product in action.)
By clearly mapping videos to stages of the funnel, you ensure each piece of content has a focused objective. Set measurable KPIs for each video that align with its goal (views and engagement for awareness, click-throughs or lead captures for consideration, conversion rate for decision, etc.). This way, you can later gauge success and ROI for your video marketing efforts.
When done well, video marketing can do wonders for your business. Here are the steps we recommend every brand takes in order to ensure that their video marketing strategies become optimized for engagement.
Step 2: Understand Your Target Audience
Knowing who you’re speaking to is just as important as what you say. Before scripting or shooting anything, define your target audience and create buyer personas for your ideal viewers. A deep understanding of your audience will inform the style, message, and distribution of your videos.
Consider the key traits of your B2B buyers: their job roles, industries, pain points, and preferences. Are you trying to reach C-suite executives, technical managers, or frontline users? A video geared toward a time-strapped CFO might need to be short, data-driven, and to-the-point, whereas a video for a marketing director could be more creative or inspirational. Tailor your content to resonate with the specific needs and interests of the decision-makers or influencers who will watch it.
It’s also critical to figure out where and how your audience consumes content. What platforms do they frequent, and what formats do they prefer? For example, if your target customers are 45-year-old finance executives, they’re likely active on LinkedIn and might respond well to polished, informative videos (but probably won’t be scrolling TikTok for business content). On the other hand, if you target younger tech entrepreneurs, you might incorporate a bit of humor or a quicker pace, and you could reach them on YouTube or even Twitter/X in addition to LinkedIn.
Always ask: Where does my audience spend time online, and what type of video would they find valuable and shareable?
Keep in mind that even in B2B, your audience are humans who enjoy engaging storytelling. Emotion matters – a study by Google found that B2B buyers who feel an emotional connection to a brand are more than twice as likely to consider purchasing. So, while you tailor content to professional interests, don’t be afraid to be human and authentic in your videos. The tone can still be inspirational or empathetic as appropriate.
Lastly, leverage data if you have it. Look at your existing content analytics: Which past videos got the most engagement from your target audience? What topics or formats generated the best response? Use those insights to refine your approach. And remember, 70% of B2B buyers are watching videos during their journey – if you know what they’re looking for at each stage (industry insights, product comparisons, customer proof points, etc.), you can serve up the right video at the right time.
Step 3: Choose the Right Channels and Formats
Not all video platforms are created equal. Once you know who you’re targeting, you need to decide where your videos will live and in what format. A robust video marketing strategy meets your audience on the channels they prefer, whether that’s YouTube, LinkedIn, your website, or other social networks. Here’s how to navigate channel selection:
YouTube
As the world’s second-largest search engine, YouTube is a must for most brands. It’s the home of evergreen video content and tutorials – in fact, educational “how-to” videos are hugely popular on YouTube. It remains the most widely used video marketing platform (around 90% of video marketers use YouTube), and about 78% rate it an effective channel. For B2B marketers, YouTube is fantastic for hosting product demos, thought leadership talks, recorded webinars, and how-to guides that can be discovered via search. Just remember to optimize your videos for SEO on YouTube (more on that in Step 5)
LinkedIn has rapidly become the go-to social channel for B2B video. In 2025 it even surpassed other platforms as the most frequented video channel for marketers. The professional audience on LinkedIn is primed for business-related video content – think industry trend insights, expert interviews, company culture highlights, or client success stories. The engagement stats speak volumes: LinkedIn users are 20× more likely to share a video post than any other type of post, and video content on LinkedIn drives 5× higher interaction rates compared to text posts. This means your videos have a strong chance of being seen and shared among decision-makers. If you’re running ads, LinkedIn video ads can also be powerful for account-based marketing (they hold attention 3× longer than static ads on LinkedIn, giving your message time to sink in). For B2B brands, a solid LinkedIn video strategy is essential.
Website and Landing Page
Don’t forget your own website. Embedding videos on key landing pages can boost engagement and conversion. A product page with a demo video or a landing page with a customer testimonial can increase prospects’ time on page and trust. Some data suggests including video on a landing page can increase conversion rates significantly (sometimes by 80% or more) – because video conveys information more efficiently and persuasively than text alone. Hosting videos on your site (via a platform like Wistia or YouTube embed) also lets you capture leads (using gated video content or CTAs) and track viewing data. Just ensure the videos are relevant and load quickly to keep the user experience smooth.
Facebook and Instagram
These mainstream social platforms are traditionally stronger for B2C, but they shouldn’t be ignored if your goal is broad reach. Facebook still has a huge user base and robust video ad targeting options, and Instagram (with Feed videos, Stories, and IG Reels) is a hotspot for short, engaging clips. For B2B, you might use Facebook/Instagram for employer branding videos, behind-the-scenes looks, or snackable insights that make your brand feel more human. Also, paid video ads on these platforms can amplify your reach: Facebook’s advanced targeting lets you get your video in front of very specific job titles, industries, or interest groups. Many companies use Facebook and Instagram video ads for retargeting – for example, showing a case study video to someone who already visited your B2B website. (If social media video feels overwhelming, our team can help you craft platform-specific content – from social videos optimized for Instagram to longer-form pieces for YouTube.)
Twitter/X, TikTok, and Others
These channels can play a role depending on your industry and audience. Twitter (now X) allows short videos and can work for quick announcements or thought leadership bytes, especially in tech and media circles. TikTok has exploded in popularity for consumer content and is creeping into B2B as well – but tread carefully. The ultra-short, entertaining format of TikTok requires a creative approach that not every brand or audience will mesh with. In fact, recent research found TikTok to be one of the least effective video channels for many marketers (52% rated it ineffective), likely because B2B brands struggle to find the right audience and tone on this heavily B2C platform. That said, if your target includes younger professionals or you can put an educational spin on fun short-form videos, TikTok or Instagram Reels might be worth experimenting with. Just align it with your brand voice and ensure you have the resources to produce content frequently – trends on these platforms move fast.
Webinars and Virtual Events
For B2B companies, webinars and virtual events are a form of video content that can be incredibly valuable in the consideration stage. Hosting a live webinar (or a series) on a topic relevant to your customers can position your brand as a thought leader and generate leads (registrants). These longer-form videos cater to prospects deepening their research. The recorded webinars can later be repurposed into on-demand videos, short clips for social, or even gated assets for lead capture. So consider including webinars in your channel mix if educating your audience is a major goal.
Choosing the right channels comes down to where your audience hangs out and where your content fits naturally. It’s often best to adopt a multi-channel approach – for example, publish a core video on YouTube and your website, share a teaser on LinkedIn, and maybe cut a 30-second snippet for Twitter. But you don’t need to be everywhere, especially if resources are limited. It’s better to consistently deliver value on a couple of key platforms than to stretch yourself thin on five of them. Focus on the channels that give you the highest ROI and engagement for the type of content you create.
Lastly, optimize for native execution on each chosen channel. That means using the correct video format and specs (e.g., vertical videos for Stories, captions for silent autoplay on LinkedIn and Facebook, compelling thumbnails and titles for YouTube). Each platform has its own best practices – embrace them so your content feels tailor-made for that environment. A strategic mix of channels, each playing to its strengths, will ensure your video content gets in front of the right eyes and drives action.
Step 4: Plan Your Content and Identify Gaps
With objectives, audience, and channels in mind, now you can zero in on what content to create. Start by taking stock of what you already have and what you need. A little upfront research and planning here can save budget and maximize impact down the line.
Conduct a content audit:
Review your existing video content (and even related content like blogs or webinars). What messages have you already covered? Which buyer personas or funnel stages are well-served, and where do you have gaps? The last thing you want is to spend time and money producing a video that duplicates something in your library. By auditing, you might discover you can repurpose some older content. For example, an old product demo might be refreshed with new branding and used again, or snippets from a webinar could be edited into short social clips. Past footage (B-roll, interviews, etc.) can sometimes be repackaged into new videos, saving you a shoot. Repurposing is a video marketer’s best friend when budgets are tight – it squeezes more value from content you’ve already created.
Research your competitors and industry
See what kinds of videos other brands in your space are putting out. Are there popular topics or formats (e.g. FAQ videos, how-tos, customer spotlights) that you haven’t tried yet? If your competitor has a successful tutorial series racking up views, that might indicate strong audience interest – perhaps you can create something even better or fill a niche they missed. Also, identify content gaps: areas of interest to your customers that no one in the market has addressed well in video form. That’s your opportunity to stand out with a fresh video idea. Maybe you notice no one has made a clear explainer about a new regulation affecting your industry – you could be the first and become the go-to source. Observing the marketplace will spark ideas and help ensure your strategy covers all the bases your audience cares about.
See what formats and topics drive engagement
Broad market data can inform this. For instance, educational and instructional videos are extremely effective – they were the most engaging video content type for businesses last year. Audiences love to learn, especially in B2B, where helpful content builds trust. Do you have enough educational videos (how-tos, explainer videos, industry insights) in your plan? If not, consider adding them. Another insight: a huge majority of people (44%) say they prefer to learn about a product via a short video over any other medium. This suggests you should create concise explainer or overview videos for your key products, because many prospects would rather watch that than read a whitepaper or brochure. Make sure your content strategy aligns with these preferences.
Brainstorm a mix of content
Some effective types for B2B include:
Thought Leadership
e.g. interviews with your executives or industry experts, conference presentations, or a mini-documentary on a trend. Great for awareness.
Brainstorm a mix of content that covers different purposes and formats.
Thought Leadership – e.g. interviews with your executives or industry experts, conference presentations, or a mini-documentary on a trend. Great for awareness.
Educational How-Tos – teach your audience something useful (related to your product’s domain). This attracts viewers in early research mode and positions your brand as an authority.
Product Explainers and Demos – show what your solution does and how it solves problems. Screen recordings, live demos, or motion-graphic explainers fit here.
Case Studies & Testimonials – profile happy customers and the results they achieved. These build credibility in the consideration/decision stages.
Company Culture/Brand Story – humanize your brand with “about us” videos, recruiting videos, or founder stories. Useful for both awareness and recruiting talent.
Webinars and Q&As – longer form content to dive deep into topics, which can be chopped into shorter videos later.
Social Media Shorts – quick, attention-grabbing clips (30-60 seconds) for LinkedIn feed or Twitter that pull people to larger content. These could be tips, stats, or myth-busting videos.
Lay out a content calendar aligning these videos with your marketing campaigns and product launches. It often helps to prioritize quality over quantity: it’s better to produce a few highly relevant, polished videos that hit home for your audience than dozens of random pieces. That said, not every video needs a Hollywood budget. A bigger budget does not always mean higher engagement – viewers often respond just as well to simple, authentic videos (even a talking-head recorded over Zoom) as to glossy productions. Audiences appreciate authenticity and clarity. So if resources are limited, you can still succeed with agile production – focus on strong storytelling and valuable content. Save your splurge budget for the really important, customer-facing videos, and consider more cost-effective approaches (animation software, smartphone shooting, etc.) for internal or lower-funnel pieces.
As you plan, be realistic about your team’s capacity. Content creation involves scripting, filming, editing, and more. If you find that your list of needed videos is beyond what your in-house team can handle, consider bringing in outside help. Many brands partner with a video marketing agency or video production company to execute their vision. In fact, a recent industry survey found that a majority of companies rely on a mix of in-house and external resources for video productionwyzowl.com. Collaborating with experts can infuse fresh creativity and ensure high production values, while freeing your team to focus on strategy. Whether you outsource or produce internally, make sure every planned video ties back to a strategic goal (Step 1) and speaks to a defined audience need (Step 2). With a solid content plan in place, you’re ready to move into production and distribution with confidence.
We are Passionate about Telling Brand Stories through Video
Step 5: Distribute and Promote Your Videos Strategically
You’ve created your video content – now it’s time to ensure it actually reaches your target audience. A brilliant video is wasted if no one sees it. Distribution and promotion are critical components of video marketing strategy, encompassing everything from SEO and social sharing to paid advertising and email campaigns. Matching your distribution plan to your objectives will help your videos get the views and engagement they deserve.
Start with the basics: optimize each video for its primary platform. If it’s on YouTube, pay close attention to SEO factors. Use relevant keywords in your title, description, and tags (think about what your audience might search for on Google or YouTube). For example, if your video is an explainer about cloud security, a title like “What Is Cloud Security? Explainer Video” with a detailed description will improve its search visibility. Also add a compelling custom thumbnail – something that grabs attention and clearly conveys the topic. Remember, YouTube is often a prospect’s first stop for research (it’s frequently used to learn about products/services), so appearing in search results is gold. Additionally, take advantage of YouTube features: create playlists for related videos, add cards and end screens with calls-to-action (like links to your website or other videos), and enable subtitles for accessibility (which can also help with SEO since YouTube can index caption text).
For videos on social platforms (LinkedIn, Facebook, Instagram, etc.), tailor your approach to maximize engagement in feed. Always upload videos natively to each platform rather than just posting YouTube links – native videos autoplay and generally get higher priority in feeds. Write punchy post copy to hook viewers into clicking the unmute button. On many social feeds, videos autoplay muted, so including captions or on-screen text is key (many viewers will watch with the sound off, especially in a work setting). Make the first few seconds count – lead with an intriguing question, a bold statement, or eye-catching visuals. (Marketers rank capturing attention in the first 3 seconds as one of the most important tactics for effective video.) Given short attention spans, front-load the value to prevent thumb-scrolling past your content.
Leverage your existing marketing channels to promote videos as well. Email is a great distribution method: include video thumbnails with play buttons in your B2B email newsletters or drip campaigns to boost click-through rates. Simply mentioning “video” in an email subject line can increase open rates because people are drawn to video content. You can also embed videos on your blog posts or resource library pages, and of course share them across your company’s social media profiles more than once (Twitter/X especially benefits from repeated posting due to its fast timeline). If you have sales or customer success teams, equip them with pertinent videos to send directly to prospects and clients at the right moment – a personalized note with a video link to a demo or case study can be very convincing.
Don’t shy away from paid promotion to amplify reach. Most social platforms offer robust targeting for video ads. For example, on LinkedIn you can target by job title, company size, or industry – perfect for getting a white-paper teaser video in front of, say, IT directors at mid-market companies. Facebook and Instagram video ads let you target custom audiences (like website visitors or email lists) for effective retargeting. Even YouTube offers TrueView ads that can put your video before related content (just be sure to target relevant keywords or channels so you hit the right audience). A strategic ad campaign can ensure your hard-made video content is seen by thousands of the exact people you want to reach. And it doesn’t have to break the bank – you can start small, test which videos perform best as ads, and then scale up investment on the winners. The good news: 85% of video marketers plan to maintain or increase their video ad spend in 2024, showing that many find value in paid video promotion.
As your videos roll out, keep a close eye on performance and be ready to optimize. Track metrics that align with your goals: view counts and watch time for awareness videos, click-through rates on video CTAs, lead form fills, share counts, comments, and so on. Most platforms provide granular analytics (e.g., audience retention graphs on YouTube to see where people drop off). These insights are gold for refining your strategy. If one video isn’t getting the traction you hoped, analyze why – maybe the intro needs more punch, or perhaps you need to adjust when/where you’re sharing it. On the flip side, if a particular video is performing well, consider boosting it further with ad spend or featuring it more prominently on your website.
A note on engagement: Encourage it! Respond to comments on your videos, ask questions in your video posts to spur conversation, and generally be active where your video is posted. This not only boosts algorithms in your favor (especially on LinkedIn/Facebook which reward active content), but it also opens dialogues with potential customers. For example, if someone comments asking a question about your product in a video, that’s a warm lead you can follow up with directly.
Finally, tie your video metrics back to business outcomes to close the loop. If your objective for a video was lead generation, measure how many leads or pipeline dollars it helped create. If the goal was engagement or brand awareness, report on growth in followers or time spent with your brand’s content. By attributing results, you can prove ROI and secure future investment in video. (That shouldn’t be too hard – marketers increasingly agree video delivers: 93% say video marketing has brought good ROI for their company.) Use those results to iterate on your strategy, doubling down on what works and refining what doesn’t.
In short, don’t let your videos be a one-and-done drop in the ocean. Actively promote them across channels, optimize for each outlet’s nuances, and nurture the audience engagement that comes. Distribution is where your careful planning pays off, as you watch your content inform and inspire the right people. With strong distribution, your videos will start generating the views, leads, and conversations that fuel business growth.