The numbers don’t lie—viewers retain a staggering 95 percent of a message when watching it on video, compared to just 10 percent through text. Unsurprisingly, 68 percent of marketers who aren’t using video are planning to jump on board this year. With video’s ability to capture attention and drive retention, it’s clear that video marketing is a game changer for B2B businesses.

Five Key Trends Shaping B2B Video Marketing

With an overwhelming amount of information available, your target audiences’ attention span is shorter than ever. But some video marketing trends are cutting through the noise.

Trend #1: Hyper-Personalized Video Campaigns

According to Gartner, “86% of B2B customers expect companies to be well-informed about their personal information during interactions. Personalized experiences have the power to make customers feel seen, appreciated, and understood.”

Have you ever felt like a video was speaking directly to you? Consider Spotify’s Wrapped campaign, which is shared more than 60 million times every year globally. It doesn’t just promote a service—it gives users a personalized experience they can’t resist sharing. That’s the kind of connection brands can create with customized video content tailored to their audiences’ needs.

Customized messages show you’ve done your homework. That’s a surefire way to win your audiences’ trust (and hearts)!

Creating personalized video content starts with truly knowing your audience—not based on hunches or hearsay but grounded in hard data and insights. Here’s how to collect the information you need:

• Leverage CRM and automation tools. Use tools like HubSpot, Salesforce, or Marketo to effectively segment your audiences. Tailor content to the appropriate stage in the buying journey—whether it’s awareness, consideration, or decision.
• Monitor your data. Track website activity, such as the pages visited, the time spent on each, and any resources downloaded. Pay attention to email engagement by analyzing which links visitors click, videos they open, or forms they complete. Analyzing past purchase history can help marketers anticipate future needs and tailor messaging accordingly.
• Conduct surveys or polls. Send out short surveys or post polls that ask questions like “What’s your biggest challenge this quarter?” or “What features matter most in [your product/service]?”

Pro tip: Video engagement platforms like Vidyard, Wistia, or Bonjoro make it easy to automate personalization.

Trend #2: The Rise of Interactive Video

Firework reports that 65 percent of businesses using interactive videos see higher engagement, customer satisfaction, and loyalty. In fact, “interactive videos that are personalized show a 200% increase in engagement.”

Interactive videos allow users to click, choose, or engage directly within the video itself. It’s an immersive experience that puts your audience in the driver’s seat. For example, a guided demo for a B2B product lets prospects explore features interactively.

Platforms like Visme and Ghost help brands add clickable hotspots, decision points, and embedded forms directly into videos. These tools let marketers transform a traditional video into an engaging experience with minimal technical expertise.

Pro tip: Measure success with click-through rate to track interactions and decision-tree paths to see how users navigate through options.

Trend #3: Micro-Moments in Video (Snack-Sized Storytelling)

Content Beta reports that 39 percent of marketers say 30-60 second videos deliver the best results, proving short-form content drives success. Micro-moments are bite-sized videos designed for specific moments in the buyer’s journey. These quick, impactful clips provide just the right amount of information to address a prospect’s immediate need.

B2B decision-makers are consuming content faster than ever. Short-form videos allow marketers to deliver value instantly, grabbing attention and moving prospects down the funnel.

Pro tip: Create videos that align with the style and tone of each platform. For example, LinkedIn videos should be professional and concise, while Instagram or YouTube content can be more informal and visually engaging.

Trend #4: The Dominance of Explainer Videos

According to a recent survey by Wyzowl, “73% of video marketers use explainer videos, making this the most popular singular use case for video marketing in 2025.” Explainer videos are clear and informative videos that describe a product, service, or concept concisely. They typically focus on addressing a specific problem and providing a solution. Great examples of this approach include Wistia and Loom’s explainer videos, which make complex concepts easy to understand while focusing on the audiences’ pain points.

Platforms like MotionCue and Vyond specialize in helping brands create explainer videos.

Pro tip: Start with a compelling hook to grab attention, then clearly define the problem, offer your solution, and wrap up with a strong call to action.

Trend #5: SEO for Video

With more than 2.6 billion people using YouTube every month, video makes up 82 percent of all internet traffic, according to Synthesia. Videos have been a dominant force online. To stand out, SEO for video becomes crucial.

Success relies on optimizing video content for Google and YouTube search rankings. This includes using the right keywords, descriptions, and metadata to make videos more discoverable and increase their visibility in search results. Make sure the title, description, and tags include relevant keywords that your audiences are searching for. For example, if you’re offering a B2B software solution, include specific terms like “enterprise software,” “B2B automation,” or “streamline processes” in the metadata.

Leverage Video Trends for Your B2B Growth

Video marketing is no longer optional—it’s essential for B2B success. Whether embracing interactive videos or capitalizing on the power of short-form storytelling, staying ahead of these trends will ensure your brand connects with your audiences.

As Forbes put it, “The great thing about online videos from a marketing standpoint is that you don’t need to be the next Steven Spielberg or Martin Scorsese to generate results.”

The truth is marketers don’t need a Hollywood budget to make a lasting impact. The businesses that embrace these trends won’t just grab attention—they’ll build more meaningful relationships with their audiences. Now’s the time to refine your video strategy and create content that truly resonates, drives results, and sets you apart from the competition.