This Is Why B2B Marketers Choose Video

In today’s ultra-competitive B2B landscape, capturing attention isn’t just a creative challenge. It’s a business imperative. According to a recent LinkedIn study, B2B marketers around the world are embracing video content more than ever to cut through the noise and stand out.

Here’s why video has become a must-have in every B2B marketer’s playbook:

1. Attention is the new currency

91% of marketers say grabbing audience attention is their biggest concern. In a sea of endless content, standing out requires more than just a good product. It demands compelling storytelling and formats that stop the scroll. That’s where video excels.

2. Video isn’t a nice-to-have,, it’s a competitive edge

66% agree that not investing in video this year means risking relevance. Competitors are moving fast, and video has become a key differentiator in campaign effectiveness and brand perception.

3. Leadership often plays it too safe

67% of marketers say their leadership prefers traditional and safe marketing tactics. However, clinging to outdated methods may cost brands the ability to connect with modern audiences. Creative risk, especially through video, is proving to be more rewarding than risky.

4. Short form video drives real business impact

75% of marketers agree it helps reach decision makers, and 77% say it builds audience trust. Whether it's a 15-second product demo or a customer testimonial, short-form content is helping marketers move prospects down the funnel faster.

5. Timing is everything

70% believe that the first day of a campaign is critical to achieving the highest impact. Video content has the power to make a strong first impression, which is essential when every click counts.

6. Creativity is no longer optional

80% say they need to leverage more creative marketing tactics to break through the noise. In a crowded market, well-produced video is one of the few mediums that can combine emotion, information and action in a single frame.

7. Video wins on brand recall

93% of marketers agree that video outperforms single-image ads when it comes to brand recall. It’s not just about views. It’s about creating memories that stick.

What does this mean for B2B brands
At Smart 360, we see this shift daily in how our clients communicate across platforms. Video isn't just for B2C anymore. It’s becoming the most powerful tool for B2B engagement. From product explainers to behind-the-scenes footage, it’s the format driving reach, resonance, and results.

Whether launching a campaign or rethinking your content strategy, consider this your sign to hit record.