For years, we’ve talked about video as another marketing tactic: something to support a campaign, promote an event or sit alongside a product launch. I think that’s selling it short.
One statistic recently caught my attention: pages featuring video are 53 times more likely to rank on the first page of Google than text-only pages. That’s an incredible figure, but I don’t think the biggest opportunity lies in search rankings. The bigger opportunity is recognising that buyers increasingly want to consume information through video, yet many B2B organisations still treat it as an occasional marketing asset rather than a strategic business tool.
Don’t forget always-on brand building
Buyers don’t simply appear when they’re ready to purchase. The 95:5 rule tells us that only around 5% of your market is actively buying at any one time. The remaining 95% are building opinions, learning about suppliers and deciding who they’ll trust when the time comes. That’s why brand building has become such a critical part of modern B2B marketing, and why video deserves a much bigger role within it.
The businesses that stand out aren’t necessarily producing more content. They’re creating content that helps buyers solve problems, answer questions and build confidence long before a sales conversation begins. That’s where video comes into its own.
A moment to celebrate video
According to Informa TechTarget’s 2025 Media Consumption and Vendor Engagement Study, 96% of B2B buyers watch videos or webinars as part of their vendor evaluation process, while earlier TechTarget research found that 74% will go on to consume additional video content from a vendor after watching a webinar. Buyers aren’t just willing to watch video; they’re actively looking for it as part of their research.
So the question isn’t whether your business should be creating video, but whether you’re thinking broadly enough about the opportunities.
When people hear “B2B video”, they often jump straight to event highlights or promotional campaigns. Those absolutely have their place, but they’re only scratching the surface. Think about the expertise that already exists inside your business.
The video possibilities are endless
Your sales team answers the same questions every week. Your technical specialists simplify complex topics for customers every day. Your consultants share valuable insights during workshops. Your customer success team helps clients get more from your products, while your leadership team has opinions on where the market is heading. Most of those conversations happen once and then disappear, but they don’t have to.
Your best product demonstration could become an on-demand resource. Your specialists could record short explainers on the questions they answer every day, your newest recruit could meet the team on video before their first day, and customer onboarding could feel more personal because it comes from the people customers will actually work with. Video then stops being something the marketing team owns and becomes something that adds value across the whole business.
This is also where I think many organisations need to rethink their wider content strategy. Too often, content gets created because the calendar says it’s time for another blog or another social post. Instead, every piece of content should start with three simple questions: who is this for, what problem does it solve and what do we want someone to do next? If you can’t answer those, the format almost doesn’t matter. Purpose should always come before production.
The humanistic nature of video
Video simply happens to be one of the most effective ways of delivering that purpose, because it lets businesses share expertise in a way that feels authentic, human and easy to consume. It gives buyers the chance to hear directly from the people behind the brand, rather than reading another polished marketing message. That human element matters.
As AI makes it easier than ever to generate written content, genuine expertise is becoming one of the biggest competitive advantages a business has. Video helps you showcase that expertise in a way that feels credible, because buyers can see the people, hear the passion and understand the thinking behind your business.
Over the last twelve months, we’ve found ourselves producing a much broader range of video than traditional campaign assets. We’ve supported live webinars with industry authors, filmed thought leadership discussions, created ‘meet the team’ content, planned customer onboarding videos and even developed podcast series around proprietary research. None of those projects started with ‘we need a video’. They started with a business problem that video happened to solve.
So rather than asking whether you should invest in more video, I’d encourage you to ask a different question. If you could create any video for your business tomorrow, what would it be? Not because it’s trendy or because it might improve your rankings, but because it would genuinely help your customers.
My guess is that your answer probably isn’t another promotional video. It’s a conversation that’s already happening somewhere inside your business, and you just haven’t thought of it as content yet.