There’s a rise in demand for video content. This is driven by the influence of social media platforms where audiences expect video content, like TikTok, Instagram, and YouTube. B2B marketers worldwide are looking to meet this demand.

Social media and video content play a strategic role. Among B2B marketers seeking to expand their content distribution in 2024, 46% plan to increase their distribution of social media content, and 41% plan to increase video distribution, according to an April 2024 10Fold survey.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

Short-form social media videos produce the highest ROI, according to a March 2024 LinkedIn survey. Experts said shorter videos are important for initial engagement. B2B marketers also need to create short-form video content for algorithmic visibility on platforms such as YouTube, TikTok, Instagram, and LinkedIn.

Gen Z is a growing part of B2B buying committees.Younger B2B buyers often look to peers and influencers for advice, and videos on social media platforms can significantly influence their perceptions and choices. Gen Z will watch long-form videos, but they prefer short-form digital videos, according to our data.

Read the full report, B2B Video Marketing in 2024.