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EMARKETER

B2B Video Marketing 2025

Expert Voices, Social Media, and AI Are Elevating the Format

Report by Kelsey Voss  |  Oct 3, 2025
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Table of Contents
Executive Summary
Video has become essential to B2B marketing
Sources
Media Gallery
About This Report
Video is now core to B2B marketing. This report shows how trust-building through creators, as well as increased AI use, are supporting video’s rise—and how to link performance to pipeline despite rising costs and resource gaps.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
Video has become essential to B2B marketing
Sources
Media Gallery

B2B video drives trust and ROI. The report outlines formats across the buyer journey—balancing AI’s speed with credibility risks—and shows how creator content and demos translate to pipeline through clearer attribution.

Key Question: How can B2B marketers effectively use video to build trust, connect with target audiences, and track measurable results?

Key Stat: B2B video ad spending will grow steadily to reach $2.86 billion in 2027, accounting for 11.1% of total B2B digital ad spend.

Video's Share of B2B Digital Ad Spending Will Keep Climbing (billions in US B2B video ad spending and % of total B2B digital ad spending, 2023-2027 (redacted))
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Here’s what’s in the full report

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6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Video has become essential to B2B marketing
  1. Sources
  2. Media Gallery

    Charts in This Report

    Video's Share of B2B Digital Ad Spending Will Keep Climbing (billions in US B2B video ad spending and % of total B2B digital ad spending, 2023-2027 (redacted))Video's Share of B2B Digital Ad Spending Will Keep Climbing (billions in US B2B video ad spending and % of total B2B digital ad spending, 2023-2027)
    Authenticity and Credibility Are the Top Criteria for Selecting B2B Creators (% of B2B influencer marketers worldwide, April 2025)Short-Form Social Video Drives the Highest ROI for B2B Marketers (% of B2B video marketers worldwide, April 2025)
    LinkedIn B2B Ad Revenues Will Surpass $5 Billion by 2025 (billions in US LinkedIn B2B ad revenues and % of total B2B digital ad spending, 2023-2027)B2B Marketers Are Using AI Most for Content, Email, and Analytics (% of US B2B marketers, April 2025)

    authors

    Kelsey Voss

    Contributors

    Nikolai Dineros
    Donte Gibson
    Senior Charts Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Max Willens
    Paul Verna
    VP, Content
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