Video is everywhere on social media, but do we need it in B2B marketing? It can be expensive and time-consuming to produce, not to mention difficult to get employees on camera, so here are our thoughts as a Canadian B2B marketing agency on using video for your marketing.
Hop Skip client announces launch of new service using a video post on LinkedIn.
Opportunities for video have been met with a rise in marketing spend on video. B2Bs are using video in a variety of ways on social media and for explainers and brand story videos on websites. According to Wyzowl, 91% of businesses use video as a marketing tool in 2026 — the highest adoption rate ever recorded, up from 89% in 2025.
Think about all of the points in the buying process where you might use video, like building brand awareness (ads or perhaps a quick hello from the floor of a tradeshow you’re at), generating leads and answering FAQs from existing customers.
There are tons of ways to use it. But the question of ROI looms.
We’ve seen first hand that, done right, video can absolutely deliver measurable results for businesses big and small. This is backed up by Wyzowl, which reports that 82% of marketers say video delivers good ROI — down from last year’s all-time high of 93%, but still a dominant result showing video consistently returns on investment.
Consider using it to improve the marketing-sales process! It works: 70% of B2B buyers watch video during their purchase decision process (Google/Vidico). And 65% of B2B companies have won new customers directly from video on LinkedIn, according to Vidico.
How can you ensure your video will garner great results? While there’s no guarantee, following these steps will help you get there:
Review Your Marketing Strategy
Spend time reviewing your company’s core competencies, market differentiators, key messages and competitive advantages. Ensure the video clearly communicates the value you offer customers or your point of view. It needs to be uniquely yours.
Define the Intended Audience
You likely have different buyer personas with varying needs and interests. Identify who the video is for and what their pain points and commonly asked questions are. Remember: different people need and care about different things.
Be On-brand
We recently saw a video by a past client that used childish memes and low-brow humour to sell their luxury service to wealthy women. Meanwhile, their brand essence is about feminine sophistication and best-in-class service. We were sad to see them unknowingly eroding the brand they built. Avoid a similar disaster by ensuring the style and tone align with the rest of your marketing.
Be Specific
After watching the video, what do you want the viewer to take away? Do you want them to know how your solution will solve their problem? Whatever it is, it helps to be clear about that from the outset.
Set Goals and Measure Success
Pinpoint the goal and specific success metrics ahead of time, then make sure to look at the uptake after launch. Understanding video performance will help you produce more successful videos in the future.
