Your content can reach almost every Internet user today at the click of a button.
It’s no wonder why many B2B brands have turned to video marketing, especially explainer video production, in recent years.
Our statistics show businesses investing 21% of their marketing budget on explainer video content every year.
As for how your brand can do it, that’s what we’re here to find out.
In this blog, I’ll demystify video marketing and explore its benefits, its types, and some best examples along the way.
Showing you how it’s one of the best tools to create an impactful message that brings your audience closer to your business.
Video marketing is a strategic approach that involves using videos to market your offering to your target audience.
For B2B businesses, it can include producing explainer videos that facilitate more product adoption, B2B brand awareness, etc.
Its effectiveness lies in its ability to convey messages through a combination of visuals, sound, and storytelling.
Which evokes emotions, while making complex information easier to digest.
The average person is bombarded with an overwhelming amount of information daily.
Which makes capturing their attention more challenging than ever.
This is where video marketing steps in as a game-changer for B2B brands when they’re trying to make their explainer video production drive ROI.
Here are some compelling reasons why video marketing is so important:
A Videos for Business Statistics from Vidyard found average retention rates for video content to be more than 54% across several use cases.
Video content has the ability to stop the scroll and make audiences take notice of what you’re saying.
Not to mention, it quickly and efficiently engages your potential customers long enough to influence their purchase decisions.
And to improve audience engagement even further, Incorporating a video feedback tool can enhance your video marketing strategy by gathering valuable insights from your audience.
The latest conversion rate statistics from Promo found that videos lead to an 86% increase in conversions when added to landing pages.
Videos provide a clearer understanding of your B2B offering in a short amount of time.
In other words, it turns the merits of your product into visual content that’s easy to follow, either through 3D product animations or full-blown product demonstrations.
Thereby increasing the likelihood of purchase, which reflects in the form of elevated conversion rates.
Latest SEO statistics by DigiExe found that videos are 50x more likely to be organically ranked in Google than text-based results.
The reason is quite simple: Search engines favor content that keeps viewers on a page longer.
In that regard, videos can significantly enhance SEO by increasing dwell time on your website landing page.
Leading to your online content ranking higher in search results and reaching more online visitors.
If you want to learn more about how video marketing can improve your SEO rankings, check out next: “Video Marketing for SEO: A Guide to Boosting Online Visibility”
Explainer video content is highly likely to be shared across various platforms, including websites, social media, and email marketing.
On the other hand, videos can be that one primary medium through which you attract an audience to your B2B business from all your marketing channels.
We call this the Video-First Approach.
In case you’re curious about this approach to getting the most out of your explainer videos, we have created a dedicated video on this which you can check out here:
Simply put: If your goal is to maximize reach and get substantial ROI on your B2B marketing efforts, videos are the way to go.
To learn more on how you unlock new horizons with your B2B content, check out next: “Content Repurposing: Enhance Your B2B Content Marketing Strategy”
Hubspot’s Video Marketing Statistics found 36% of marketers turning to videos for building brand awareness and reaching new audiences.
But when you bring explainer videos into the equation, things get even more exciting.
Specifically, they incorporate visual storytelling to turn your brand into a living and breathing entity.
Essentially humanizing your brand, showing your company values, and building a loyal community around your brand’s vision.
This fosters an emotional connection with viewers which culminates into long-term customer retention and massive ROI to your bottom line.
While video marketing is important and I showed you a couple of reasons as to why that is in the previous section, it’s far from the bigger picture. Let me bring it full circle in this section by looking at the benefits that video marketing brings to the table:
A great example of brand recall using videos can be seen with video ads.
With recent statistics from ColorWhistle finding that 80% of users recall a video ad they viewed in the past 30 days.
But does this hold true for longer videos like explainer videos too?
The answer is a resounding yes. Let me explain.
Video content is more memorable as it uses visuals and audio to help viewers retain more information.
Meaning, things that aren’t dynamic are out of the equation and every frame of the video carries a specific intent that’s relevant to your B2B audience.
Thereby building brand recall and enabling your customers to keep coming back for more.
Online Video Consumption Statistics from Gitnux found that more than 78% of people watch online videos every week and 55% watch videos every day.
But what I found fascinating is that these numbers hide a sub-trend within them.
Here’s what I found after doing a bit of digging.
A majority of these viewers use their smartphones to consume online videos.
Video marketing gives B2B brands an avenue to reach users who prefer quick and engaging content, generally in a mobile-friendly format.
As mobile consumption continues to rise, video marketing for B2B is evolving with the needs of mobile users.
Enabling brands to directly reach users where they visit the most.
A study on Video Marketing by DemandSage found that 66% of people saw short-form videos to be the most engaging form of social media content.
This statistic is not surprising considering most social media platforms have become video-centric now, with an inclination towards short videos in recent years.
Examples like YouTube Shorts and Instagram Reels are doing their part by embracing the perks of short-form video marketing.
The thing is: Videos are more likely to be interacted with, commented on, and shared.
Which makes them a prime medium to drive higher engagement rates for your B2B brand and foster a loyal audience on social media.
Curious as to how video marketing for social media really works? I recommend checking this guide out: “Social Media Video Marketing: The Ultimate Guide [2025]”
Doesn’t it seem like almost every brand is going with videos for their product demonstrations?
There’s a good reason for this and Product Demo statistics from Rivia.ai back this up.
Their numbers point that 96% of B2B companies planned on using videos for their product demos in the coming years.
Videos can showcase products in action while comprehensively highlighting features and benefits. This can answer queries and doubts, moving potential customers closer to a purchase decision.
You might still be thinking: What is product demonstration anyway?
And most importantly, are explainer videos the right visual medium for product demos?
Allow us to put your doubts to rest in this guide you can check out next: “What is a Product Demonstration? Types, Features, & Benefits”
If you have doubts on using videos in your email marketing campaigns, consider this.
According to recent video email marketing insights from Campaign Monitor, using videos in your emails:
The reason why videos work so well in emails?
Videos provide a more interactive experience for your subscribers, making your emails appealing and worth the reader’s time.
But how does one embed videos into B2B emails?
On the surface, it might look like a very cumbersome process which doesn’t feel worth it.
Nothing could be further from the truth.
Here’s a helpful guide to mastering email marketing with your B2B explainer videos: “Video Email Marketing: What it Is & How to Do It (+ Examples)”
We have established, beyond a doubt, how videos are a great way to draw your audience in.
But here’s a mindset shift that will take your video marketing output to the next level.
You can also use your present audience to attract future prospects. And you can do that, you guessed it, using testimonial videos.
Videos give you a means to share the actual experiences of satisfied customers in their own words.
This provides relatable and trustworthy social proof that will influence how well prospective customers trust your brand.
People retain 95% of the information they consume visually.
And the best way to see this in action is the impact video marketing has on learning experiences.
In fact, Kaltura’s Video Education Study found 91% of educational institutions putting their trust in video to increase student satisfaction.
It’s a similar story when you move from the classroom to the conference room.
With the majority of B2B organizations relying on corporate training videos to increase retention on their training curriculums.
Videos are flexible when it comes to presenting learning methodologies according to various learning styles. Making it easier for people to understand and retain information, whether it's about a product, service, or employee training content.
Video marketing can take many forms, each serving different purposes within a marketing strategy. Here's a breakdown of the most common types of video marketing used by brands:
Go-Globe’s Explainer Video Statistics show 97% of brands use explainer videos to help their customers understand their business better.
And as it turns out, explainer videos are the most common implementation of B2B video marketing.
These videos are designed to explain your company’s product or service in simple terms.
They often address a problem, present a solution, and explain how your value proposition works, usually in a fun and engaging way.
These videos aim to build brand awareness and promote your company’s vision to prospective customers.
A prominent sub-type of brand video marketing also includes brand storytelling which are great medium for thought leadership and building credibility in your target market.
In other words, brand videos are all about crafting an authentic narrative surrounding your business that resonates with customers and builds trust with them.
These videos showcase how your product works.
Essentially giving users a feel for your products before they experience it in person.
Product demo videos walk customers through your product’s features and benefits in a concise yet engaging way.
Helping them understand its value and how it solves their problems.
Like we saw in the previous section, testimonial videos are a great tool to acquire social proof and build brand credibility.
These testimonials can come in many forms:
The numbers back this up, with video testimonial statistics from Moast.io showing 79% of people learning more about a B2B brand after watching a testimonial video from them.
If you aren’t using testimonial videos in your business, you’re seriously missing out.
Tutorial videos can help you teach your B2B audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.
Perhaps the best implementation of tutorial video marketing is how these videos can position your B2B brand as a thought leader in your industry.
If you want to play the long game in building trust and authority, tutorial videos should be your first choice.
A survey on Interactive Videos by Spiel found 87.7% of people noting an increase in online sales after incorporating interactive video.
These videos allow users to change the outcome of the video based on the options they choose on-screen.
And within interactive videos come varieties, like 360-degree videos, VR/AR videos, etc.
They're particularly useful for virtual tours, realistic product demos, or creating an immersive brand experience personalized for the viewer.
Want to learn more about this fascinating style of video marketing? Check out next: “What Are Interactive Videos? 30 Best Examples That Broke New Ground”
Speaking of recent implementations, user-generated content is also gaining traction.
UGC Statistics from Search Logistics found 79% of people relying on user-generated content to make a purchase decision.
UGC videos, just like testimonial videos, further solidify the authenticity of a brand.
In fact, UGC videos are more likely to be referred to prospective customers due to their subtle nature.
Essentially extending your brand reach through the user’s networks into untapped demographics.
Get the scoop of UGC videos in our detailed guide here: “How UGC Videos Can Transform Your Brand's Storytelling”
At this point, it’s safe to say that video marketing is not just an option for B2Bs but the best option there is when it comes to their marketing campaigns.
But what will it look like in practice? To help you visualize the end result, I have included a hand-picked list of 10 best video marketing examples in this section.
Let’s begin our exploration with…
Let’s run with the appeal of typographic animation for a bit with this next example.
Designed as a company introduction video, Mirego sets the record straight here by introducing their brand for their audience.
It covers how their brand consistency is maintained across their website while also exploring their future goals and aspirations.
Notice how the video uses animation to make viewers feel like they're part of Mirego’s journey instead of just witnessing it.
Products and services come in all shapes and sizes.
From a brand perspective, they generate revenue and take the business forward.
But from the customer’s perspective, they’re bound to confuse them.
Why? Too many options lead customers to run in spirals looking for the right service that will solve their needs.
Visa took it upon themselves to clear the mist surrounding one of their services with this financial explainer video.
It does more than just talk about how their offering simplifies merchant payments.
Using character animation, it builds confidence among customers for trusting Visa for their financial transactions.
Helping their customers make the right decision in the process.
It’s always an exciting day at the office when you add new products and services to your business.
Wouldn’t it be great if your consumers felt your excitement too?
Let’s take some pointers from this video from Shopify.
It wastes no time talking about their new feature and how it makes their ecommerce platform more useful.
They could have easily talked about the technical aspects of this new feature and called it a day.
Instead, they show how it benefits users and improves their ecommerce experience.
Like I always say: Benefits over features always win.
Imagine this: You just started using a new software.
The basics are obvious enough that you get started immediately.
Until you come across features that feel alien and you don’t seem to know how to use them.
If only there was a short video that cleared things up for you.
That’s how many SaaS brands help their new users navigate their software more easily.
And this software demo video from Slack is a great example of this.
It simplifies the premise right from the start by picking one important aspect of their software (Slack Channels).
And giving viewers a rundown on how it makes the Slack experience feel more intuitive.
Like we saw for Mirego, introducing your business using videos is a great way to get new users on board.
And taking this idea forward is this mixed-media video from Salesforce.
It quite literally answers the question of what Salesforce is and shows its primary functions as a CRM software.
It uses a blend of real people over a punchy and vibrant animated backdrop to make the video enjoyable and more relatable.
Turning Salesforce’s message into a visual story that’s hard to take your eyes off of.
In case you haven’t noticed: AI is making its way into everything.
Terms like “generative AI” and “natural language processing” are thrown around like they’re your everyday normal words.
So Google decided to simplify things for AI users in this motion graphics explainer video.
The video uses really immersive visual design to show the use of generative AI in learning.
It breaks down the content into steps, each with its own unique animation and color palette.
Such attention to detail makes for a very fun viewing experience where you also learn something new along the way.
Back in the good old days, it didn’t take much time for new users to get familiar with a social media platform.
Mainly because they were relatively simple and offered a limited set of functionalities.
But the same can’t be said today.
If you’re a new user, it’s easy to get overwhelmed by how advanced social media has become.
Seeing this, Reddit decided to solve the plight of new “Redditors” with this animated video.
It jumps straight into how the social media platform is designed and how new users should interact with it. Talking about subreddits, their voting systems, and everything in between.
Now new users won’t be left scratching their heads every time they open Reddit.
Thanks to the power of video marketing.
Here’s an amazing example that demonstrates storytelling in explainer videos.
Using beautiful animation and lush visuals, Vonage (formerly Nexmo) captures your attention, and draws you into a world dominated by tech and connectivity, and explains what their tech brand does.
By using an example of a character booking a cab and tracking its progress, the complex is made simple and clear without losing the fine details.
When I first came across this example from Microsoft 365, I had a very peculiar thought.
How can a brand make an offering more exciting in a space where the offering’s value proposition is already saturated?
But then I saw the whole video and my doubts were put to rest.
The fluid and captivating animation style effortlessly guides viewers through the comprehensive features of this powerful business solution.
Every frame is meticulously crafted, delivering a visually stunning experience that brings Microsoft’s now famous “Office Suite” to life.
From smooth transitions to dynamic illustrations, the animation style perfectly complements the innovative nature of this transformative software.
I saved the best for last.
Our final entry comes from Webflow.
With help from Oddfellows, they present an animated masterpiece that walks the extra mile to simplify their offering so consumers can understand the benefits of using their platform.
It also serves as a remarkable demonstration of how minimal colors and strategic branding can be leveraged to create visually stunning animations that cut the fluff and demand attention in every frame.
Video marketing is a dynamic and versatile medium for brands to connect with their audience.
From understanding what video marketing is to uncovering its significant benefits and various types, we've seen how video content can captivate and engage viewers like no other.
The examples we've discussed not only serve as inspiration but also as a testament to the power of videos in crafting compelling narratives that bring audiences closer.
Simply put: The potential of video marketing to bring your story to life is unparalleled.
The future of marketing is visual, and with the right approach, your brand can shine brightly in this ever-changing digital landscape.
No Comments Yet
Let us know what you think