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  • Writer's pictureSHOOTLAB

How Video Marketing is Transforming Business Growth in 2024

Updated: Apr 5


Modern office setup with dual monitors on a sleek desk displaying colorful video marketing analytics charts and graphs, with ambient backlighting in an urban setting
Marketing office Video marketing analytics charts and graphs.

Video has transformed consumer marketing, but its power for B2B remains underestimated..Here's why that needs to change: Video marketing for B2B will not only be in trend; it is one of your essential tools in the growth strategy for 2024. From customer satisfaction to recruitment and direct sales, the high versatility of videos cuts across all aspects of your B2B marketing approach.

This SHOOTLAB article is your guide to fully leveraging B2B video marketing. Whether you're a seasoned marketer, a business leader, or an entrepreneur eager to innovate, get ready for actionable tips that will elevate your campaigns and deliver results in 2024.


Here's what we'll explore:

  1. Vital B2B Video Marketing Insights for 2024

  2. Key B2B Marketing Trends for 2024

  3. Types and Formats of B2B Video Marketing

  4. Strategic Advantages of Video in B2B Marketing

  5. Influence of Social Media on B2B Video Marketing

  6. The Significance of Mobile in B2B Video Strategies

  7. ROI Metrics for B2B Video Marketing

  8. Conclusion: The Imperative of Video for B2B Marketers in 2024

Shootlab B2B Video Marketing Insights

  1. Video stands as a cornerstone in marketing strategies, with 96% of marketers affirming its critical role.

  2. 87% of B2B marketers have integrated video into their content strategies, highlighting its importance in B2B sectors.

  3. Video's power to boost brand awareness is evident, with 53% of marketers acknowledging its positive impact.

  4. A staggering 84% of consumers have been persuaded to make a purchase after watching a video, showcasing video's persuasive power.

  5. Video significantly enhances message retention, with 95% of viewers remembering video content compared to just 10% for text. "These statistics speak for themselves: video isn't just a trend, it's a game-changer for B2B marketing. From near-universal adoption (96% of marketers) to skyrocketing brand awareness (53% report positive impact) and impressive sales influence (84% of consumers persuaded to buy), video offers unmatched engagement and message retention (95% vs. 10% for text). Are you ready to harness the power of video for your B2B strategy?" Shootlab


Multiple computer monitors on a desk displaying colorful data analytics and graphs, indicating a focus on tracking social media video metrics and performance
Marketing Agency computers displaying colourful data analytics and tracking social media metrics and performance

Key B2B Video Marketing Trends

  1. Video content influences 49% of B2B purchasing decisions, underlining its critical role in B2B sales.

  2. B2B marketers leveraging video report 49% faster revenue growth, illustrating video's direct impact on financial performance.

  3. Video content generates 1200% more shares than text and image content, emphasising its superior engagement capabilities.

  4. Direct sales increases have been reported by 78% of marketers using video, confirming its effectiveness in driving sales.

  5. On Pinterest, video pins achieve three times the click-through rate of static pins, showcasing video's engagement potential.

  6. A significant 54% of B2B marketers plan to increase their video marketing budget in 2024, reflecting growing investment in video content. "These statistics paint a clear picture: video is a B2B marketing powerhouse. With video content influencing nearly half (49%) of B2B purchasing decisions, it's no surprise that marketers leveraging video report a staggering 49% faster revenue growth. Engagement is key, and video reigns supreme, generating 1200% more shares than text and image content. The sales impact is undeniable too, with 78% of marketers using video reporting direct sales increases. Looking ahead, the future is bright – 54% of B2B marketers plan to invest even more in video marketing in 2024. Are you ready to unlock the power of video for your B2B sales funnel?" Shootlab

Close-up of a smartphone screen displaying video platform icons including YouTube, Vimeo, Dailymotion, TikTok, IGTV, and Twitch, emphasising the diversity of video content channels
Social Media Video Mobile Insights

Video Content Types and Formats in 2024

  1. Product demos and explainer videos are leading the charge as the most popular types of B2B video content.

  2. Training videos are being produced by 45% of B2B marketers, indicating a trend towards educational content.

  3. Client testimonials are utilised by 39% of B2B marketers, highlighting the trust and credibility videos can convey.

  4. Live video's popularity is surging, with 82% of marketers planning to incorporate it into their 2024 strategies.

  5. Short-form videos are gaining traction, particularly for social media, pointing towards a shift in content consumption preferences. "With a variety of video content types at your disposal, you can tailor your approach to resonate with your B2B audience. Product demos and explainer videos remain the workhorses (most popular), but the landscape is evolving. Training videos (45% of marketers) cater to the growing demand for educational content. Client testimonials (39% of marketers) leverage the power of social proof to build trust and credibility. Live video's star is rising (82% planning to incorporate it), offering real-time engagement. And don't underestimate the power of short-form videos, particularly for social media, as viewing habits shift." Shootlab

Video Content Strategic Advantages and ROI

  1. Videos can significantly enhance brand engagement, with a 54% improvement in brand comprehension reported.

  2. Website conversion rates can see an 86% increase with the use of B2B videos, showcasing their effectiveness in lead conversion.

  3. A 55% increase in website traffic can be attributed to video content, emphasising its role in driving digital footfall.

  4. Videos are potent lead generation tools, generating 66% more qualified leads, and reducing customer support queries by 47%. "The ROI on B2B video marketing is undeniable. Beyond brand building (54% improved comprehension), videos significantly boost lead generation (66% more qualified leads) and website traffic (55% increase). This translates to more qualified leads entering your sales funnel, reduced customer support needs (thanks to clear video explanations!), and ultimately, a conversion rate jump of a staggering 86%. With numbers like these, it's clear that B2B video marketing is an investment worth making." Shootlab

Social Media Video and Mobile Insights

  1. Videos on social media platforms have been instrumental in acquiring new customers for 93% of brands.

  2. Facebook video ads and LinkedIn video posts significantly outperform their static counterparts, demonstrating video's superior engagement capabilities on social platforms.

Instagram Stories and mobile video consumption statistics underscore the importance of optimising video content for mobile devices, highlighting a shift towards mobile-first content strategies. "The social media landscape is a video powerhouse. A whopping 93% of brands report acquiring new customers through social video content. This isn't surprising when you consider the engagement advantage of video. For example, Facebook video ads and LinkedIn video posts outperform static options. The trend towards mobile-first content consumption can't be ignored either. Platforms like Instagram Stories and the explosion of mobile video viewing emphasise the need to optimise your video content for smaller screens. By creating engaging, mobile-friendly video content for social media, you can tap into a powerful customer acquisition channel." Shootlab

Best Practices for Creating Effective B2B Video Content


"Keep it concise and focused: B2B decision-makers are busy. Aim for videos under 2 minutes for general content, with slightly longer options reserved for in-depth demos or tutorials" Shootlab


Script for success: "A well-written script ensures a clear message and avoids rambling. Don't be afraid of a professional voiceover for a polished feel"Shootlab


Production value matters: "While not every video needs blockbuster-level production, attention to lighting, audio quality, and basic editing makes a big difference in perceived quality"Shootlab

Optimise for channels: "Tailor video lengths and formats for the platforms you'll use (short-form for social, longer on your website, etc.)"Shootlab


Call to action: "Don't leave viewers hanging! Provide a clear next step, whether it's visiting your website, contacting sales, or subscribing" Shootlab

Concluding Thoughts: The Necessity of Video for B2B Marketers

We hope that you have found this blog post interesting, as illustrated, video marketing wields transformative power in the B2B world. From enhancing lead generation and engagement to facilitating customer satisfaction and driving sales, the statistics presented affirm video's critical role in modern B2B marketing strategies.


This exploration into B2B video marketing by SHOOTLAB underscores the strategic imperative for businesses to not only adopt video but to innovate in how they deploy it across their marketing channels. For more insights into leveraging video marketing to its fullest potential, explore our comprehensive resources on video marketing strategies.


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SHOOTLAB are a content Creation Company based in the UK. Specialising in Video Production, Post Production including Colour Grading & Video Editing. Photography, Videography, Social media Content Creation.


Video Production & Post-Production: Our video production team is equipped to handle every aspect of your project with expertise and creativity. From initial concept to final delivery, we offer a comprehensive suite of services, including full-service video production, advanced colour grading, and precise video editing. Whether you're looking to captivate audiences with a promotional video for your website, require the finesse of freelance cameraman services, or need expert video editing, SHOOTLAB has you covered.

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