B2B Video Marketing in 2024

Combining Video With Social Media Content Leads to Marketing Success

Report by Kelsey Voss  | Aug 13, 2024
Download
Report
Executive Summary
Share
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)
E-Mail ChartDownload

Key Stat: In 2024, 41% of B2B marketers plan to increase their distribution of video content.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    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

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    Download PDF

    authors

    Kelsey Voss

    Contributors

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

    Latest Reports

    Gen Z Path to Purchase 2024
    Report
    Gen Z Path to Purchase 2024
    Worldwide Retail Ecommerce Forecast 2024 Midyear Update
    Report
    Worldwide Retail Ecommerce Forecast 2024 Midyear Update
    Western Europe Ecommerce Forecast 2024
    Report
    Western Europe Ecommerce Forecast 2024
    The Retail Media Opportunity
    Report
    The Retail Media Opportunity
    Generational Differences in Patients’ Health Journeys
    Report
    Generational Differences in Patients’ Health Journeys
    In-Store Digital Payment and Checkout Trends
    Report
    In-Store Digital Payment and Checkout Trends
    Infopack: Apparel 2024​
    Report
    Infopack: Apparel 2024​
    Mass Affluent Consumer Banking
    Report
    Mass Affluent Consumer Banking
    Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
    Report
    Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
    Western Europe TikTok Marketing 2024
    Report
    Western Europe TikTok Marketing 2024
    Asia-Pacific Ecommerce Forecast 2024
    Report
    Asia-Pacific Ecommerce Forecast 2024
    Consumer Approaches Toward Social Commerce
    Report
    Consumer Approaches Toward Social Commerce
    US Ecommerce Forecast 2024
    Report
    US Ecommerce Forecast 2024
    The CTV Opportunity
    Report
    The CTV Opportunity
    UK Ecommerce Forecast 2024
    Report
    UK Ecommerce Forecast 2024

    Popular on EMARKETER

    Gen Z Path to Purchase 2024
    Report
    Gen Z Path to Purchase 2024
    Data Drop: 6 Charts on Social Shopping by Product Category, by Platform
    Article
    Data Drop: 6 Charts on Social Shopping by Product Category, by Platform
    How the US presidential election could upend holiday sales
    Article
    How the US presidential election could upend holiday sales
    The Trade Desk plans to seize a bigger chunk of CTV advertising
    Article
    The Trade Desk plans to seize a bigger chunk of CTV advertising
    Data Drop: 3 Charts on US Audio Creator Revenues
    Article
    Data Drop: 3 Charts on US Audio Creator Revenues
    Facebook hints at an attempt to court Gen Z users
    Article
    Facebook hints at an attempt to court Gen Z users
    Google will replace Video Action Campaigns with AI-powered Demand Gen
    Article
    Google will replace Video Action Campaigns with AI-powered Demand Gen
    Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
    Report
    Earnings Report: How Is the Retail & Ecommerce Industry Faring Halfway Through 2024?
    Snap is testing a ‘simplified’ redesign as it looks to right the ship
    Article
    Snap is testing a ‘simplified’ redesign as it looks to right the ship
    X faces renewed advertiser exodus amid content concerns
    Article
    X faces renewed advertiser exodus amid content concerns
    YouTube, Roku, and Disney saw CTV ad revenue growth taper in Q2, while Netflix climbed
    Article
    YouTube, Roku, and Disney saw CTV ad revenue growth taper in Q2, while Netflix climbed
    A viral social media trend caused an uptick in banking fraud
    Article
    A viral social media trend caused an uptick in banking fraud
    Consumers are slow to trade down in the baby, pet care, and beauty categories
    Article
    Consumers are slow to trade down in the baby, pet care, and beauty categories
    Western Europe Ecommerce Forecast 2024
    Report
    Western Europe Ecommerce Forecast 2024
    In-Store Digital Payment and Checkout Trends
    Report
    In-Store Digital Payment and Checkout Trends

    Latest Forecasts

    B2B Ad Spending, US
    Forecasts
    B2B Ad Spending, US
    B2B Ad Spending, Australia
    Forecasts
    B2B Ad Spending, Australia
    B2B Digital Ad Spending, Brazil
    Forecasts
    B2B Digital Ad Spending, Brazil
    B2B Ad Spending, Canada
    Forecasts
    B2B Ad Spending, Canada
    B2B Ad Spending, China
    Forecasts
    B2B Ad Spending, China
    B2B Ad Spending, France
    Forecasts
    B2B Ad Spending, France
    B2B Ad Spending, Germany
    Forecasts
    B2B Ad Spending, Germany
    B2B Ad Spending, India
    Forecasts
    B2B Ad Spending, India
    B2B Ad Spending, Japan
    Forecasts
    B2B Ad Spending, Japan
    B2B Ad Spending, Mexico
    Forecasts
    B2B Ad Spending, Mexico
    B2B Ad Spending, South Korea
    Forecasts
    B2B Ad Spending, South Korea
    B2B Ad Spending, UK
    Forecasts
    B2B Ad Spending, UK
    B2B Ad Spending, Spain
    Forecasts
    B2B Ad Spending, Spain
    B2B Ad Spending, Worldwide
    Forecasts
    B2B Ad Spending, Worldwide
    B2B Ad Spending, by Country
    Forecasts
    B2B Ad Spending, by Country

    "Behind the Numbers" Podcast

    The Banking & Payments Show: Financial Media Networks
    Audio
    The Banking & Payments Show: Financial Media Networks
    The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
    Audio
    The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
    The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ones, and more
    Audio
    The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ...
    The Daily: What AI should (and shouldn’t) be allowed to do in healthcare
    Audio
    The Daily: What AI should (and shouldn’t) be allowed to do in healthcare
    Reimagining Retail: What will impact this year’s 2024 holiday sales and why in-store shopping will be a priority
    Audio
    Reimagining Retail: What will impact this year’s 2024 holiday sales and why in-store shopping will ...
    The Daily: Why OOH advertising is making a comeback, the potential of OOH CTV ads, and more
    Audio
    The Daily: Why OOH advertising is making a comeback, the potential of OOH CTV ads, and more
    The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping into consumer ‘modes’, and more
    Audio
    The Weekly Listen: How the new NBA rights deal affects networks, viewers and advertisers, tapping ...
    The Daily: The relationship between where people spend their media time and the ad dollars that are trying to reach them
    Audio
    The Daily: The relationship between where people spend their media time and the ad dollars that are ...
    Reimagining Retail: The Unofficial Most Interesting Retailers List (August)
    Audio
    Reimagining Retail: The Unofficial Most Interesting Retailers List (August)
    The Daily: Why CMOs tenure is falling, the main ways the role is changing, and how GenAI is helping them work
    Audio
    The Daily: Why CMOs tenure is falling, the main ways the role is changing, and how GenAI is helping ...
    Around the World: The Paris Olympics—broadcast medalists, changing viewing habits, and ad potential for the next Games
    Audio
    Around the World: The Paris Olympics—broadcast medalists, changing viewing habits, and ad potential ...
    The Weekly Listen: Venu Sports (the Disney, Fox, and Warner venture) gets blocked, how to sell folks on AI, and more
    Audio
    The Weekly Listen: Venu Sports (the Disney, Fox, and Warner venture) gets blocked, how to sell folks ...
    The Daily: AI—Are investments paying off, how is it overrated, and are we approaching a bubble?
    Audio
    The Daily: AI—Are investments paying off, how is it overrated, and are we approaching a bubble?
    Reimagining Retail: Why Starbucks is struggling and how they can turn things around
    Audio
    Reimagining Retail: Why Starbucks is struggling and how they can turn things around
    The Banking & Payments Show: Banks in 2030
    Audio
    The Banking & Payments Show: Banks in 2030