B2B Video Marketing in 2024

Combining Video With Social Media Content Leads to Marketing Success

Report by Kelsey Voss  | Aug 13, 2024
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Executive Summary
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Table of Contents
Executive Summary
The Significant Role of Video in B2B Marketing
Key Takeaways for B2B Marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.
Topics
B2B Marketing
US
Table of Contents
Executive Summary
The Significant Role of Video in B2B Marketing
Key Takeaways for B2B Marketers
EMARKETER Interviews
Sources
Media Gallery

Video is vital in B2B marketing, with short-form social media videos proving highly effective. Marketers plan to boost video content distribution in 2024, especially on LinkedIn and YouTube. Video is key to user-generated content (UGC), influencer marketing strategies, and engaging younger buyers. AI enhances video production efficiency, improves ROI, and streamlines efforts, though the quality must improve. Challenges include success measurement, budget constraints, and time limitations.

Key Question: How can B2B marketers adapt their strategies to take advantage of video for better marketing performance?

B2B Marketers Plan to Increase Social Media and Video Content Distribution the Most (% change in content distribution in 2024 among B2B marketers in North America and Europe, April 2024)
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Key Stat: In 2024, 41% of B2B marketers plan to increase their distribution of video content.

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    Table of Contents

    1. Executive Summary
    2. The Significant Role of Video in B2B Marketing
    1. Key Takeaways for B2B Marketers
    2. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    B2B Marketers Plan to Increase Social Media and Video Content Distribution the Most (% change in content distribution in 2024 among B2B marketers in North America and Europe, April 2024)Short-Form Social Videos Produce the Highest ROI for B2B Marketers Worldwide (% of B2B marketers worldwide, March 2024)
    Social Platforms Used by Their Company to Post Videos According to Marketers in North America, Aug 2023 (% of respondents)How B2B Marketers Worldwide Are Using/Plan to Use AI for Video, 2023 (% of respondents)
    Time and Bandwidth Affect Video Creation for Most B2B Marketers Worldwide (% of B2B marketers worldwide, Q4 2023)

    Interviewed for This Report

    Doug Baird
    RainFocus
    Founder and President
    Interviewed July 3, 2024
    Chris DeMartine
    Programmatic B2B
    Chief Commercial Officer
    Interviewed July 17, 2024
    Chris Savage
    Wistia
    Co-Founder and CEO
    Interviewed June 26, 2024

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    authors

    Kelsey Voss

    Contributors

    Ross Benes
    Senior Analyst
    Nikolai Dineros
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst