The Role of Video Marketing in B2B for 2025

The Rise of Video Marketing in B2B

Video – whether short or long-form – has become a staple in most effective B2B marketing strategies for one simple reason; it engages viewers with storytelling in a way text- or image-based content cannot. It captures attention quickly, conveys key messages without overwhelming the viewer, builds brand connection, supports buyer journeys, and delivers results. 

Take a look at this data from LinkedIn’s 2024 B2B Marketing Benchmark report: 55% of marketers that use video say that short-form, social videos produce the highest ROI, followed by testimonials/case studies, product/service demos, expert/thought leader interviews, and webinars. Additionally, this recent research from Content Marketing Institute confirms that majority of marketers (58%) rated videos as the most effective type of content that produced the best results and 61% of them think their organisation will increase investment in videos in 2025. 

Types of Video Content for B2B Marketing Success

So, what kind of videos actually work in B2B food and nutrition digital marketing? It depends on what you’re trying to achieve. Some videos are great for awareness, others build trust, and still others can help move buyers along the digital marketing and sales funnel. The key is aligning content with your objective. What do you want your audience to know, feel, or do? Here are three creative yet powerful ideas to bring your brand to life onscreen and give buyers a reason to connect with you:

1. Product Innovation and Sustainability Stories

With innovation and sustainability high on the agenda among modern-day consumers, video is the perfect medium to showcase your journey and commitments. Highlight new product developments, breakthrough technologies, research advancements, eco-friendly initiatives, manufacturing improvements, and industry impact. It helps deepen consumer brand perception, affinity, and shows you’re not just talking the talk but actively creating solutions for tomorrow’s challenges.

    2. Factory Walkthroughs

Take your consumers on a behind-the-scenes virtual factory tour. Give them a closer look at how your solutions are manufactured and developed or ingredients produced and packaged. Factory tours not only offer transparency and insight but also build confidence in your supply chain and subsequently, what you have to offer.

    3. Onsite Event Highlights

Are you an exhibitor at our Fi Europe or Vitafoods Europe events? Make the most of your onsite presence with highlight videos that showcase your booth, innovations, and team. It’s evergreen content that you can reuse across digital channels for months (hello #throwback posts). 

Remember, the key is to know when to feed short-form videos (best for sparking curiosity) and long-form videos (delivering depth when audiences are ready for more). 

Webinars: A Powerful Video Marketing Solution

Now, while video content is great for awareness, branding, and credibility, have you considered webinars as part of your digital marketing strategy? Going beyond conventional video content delivery, webinars excel at educating and converting target audiences in a more personalised way. This type of video format distinguishes itself by offering live, vibrant visual and audio experiences. Better still, they enable brands to engage and connect with their audiences in real-time. 

Here are three reasons why webinars work and remain one of the best digital tools for B2B marketers:

1. Brand awareness – Webinars enable you to show your expertise, values, and innovations to a highly relevant audience, boosting brand recognition in your specialty.

2. Lead generation – Because webinars are focused on specific topics, they enable you to captivate interest of a relevant audience and convert them into actionable leads with gated access, follow-up resources, and targeted nurturing opportunities.

3. Thought leadership – You can position your brand as a go-to expert by diving deep into industry topics and sharing exclusive insights your audience won’t find elsewhere.

Thus, whether it’s introducing a new solution, sharing research, or driving action, webinars combine compelling storytelling with strategy to build trust and guide your audience from interest to intent.

Taking Your Video Marketing Strategy to the Next Level

To get more value from your video content in 2025, think beyond views and impressions. Think viewing gated access to capture leads, track engagement, and maximise your ROI.  You could also repurpose one core long video or one webinar into bite-sized snippets across your channels to extend their value and stretch your budget. And after that, transcribe it or build a follow-up piece to keep the momentum going – sky’s the limit.

Remember, with the right video content, objective, and platform, your video strategy can take your digital marketing to the next level.

Partner With Us

Video has fast become a cornerstone of effective and successful B2B marketing. From short-form highlights to in-depth webinars, videos boost credibility, drives action, and supports every stage of the buyer journey. 

Would you like help with your video content and video marketing strategy? Check out our Custom Content Production for the most in-demand types of video content that differentiates you from competitors. Alternatively, start your journey to impactful engagement with our custom webinars solution. 

Discover interviews with satisfied clients, including Zooca®, Uelzena Ingredients, and IMCD Food & Nutrition, and see how our smarter digital marketing solutions have helped them drive success. Get in touch today to learn how we can help you thrive in 2025.