Video Marketing in 2022

Video marketing is not dead. In fact, it’s alive, it’s thriving, and it’s not slowing down anytime soon.

Marketing tactics are constantly changing, and the rise of video marketing has been a huge addition in the arsenal of B2B businesses trying to duke it out with rivals in a very competitive space.

For the last decade, as social media platforms have exploded in popularity and video has hustled in to replace written content and images, the marketing landscape has dramatically changed along the way.

Here are some of the ways that video has been transforming B2B marketing strategies–and why it’s a medium you need to take advantage of.

Why It’s Important

Video content is increasingly becoming the preferred medium for businesses all around the world. While video was once seen to be an ineffective marketing tool for B2B companies, that is no longer the case.

More B2B businesses are recognizing the full benefits of video in marketing campaigns. According to studies, when viewers see a video, they recall 95% of the material, compared to only 10% while reading text. As a result of the epidemic, competition across industries is becoming increasingly fierce, video is the best way to engage users at every point of your inbound funnel.

The expanding prominence of video, on the other hand, isn’t a new phenomenon. In fact, during the peak of the COVID-19 pandemic in 2020, 80 percent of marketers used video in non-paid advertising campaigns, leveraging it to increase traffic, communicate internally, and, most importantly, acquire and convert leads. The increased use of video is expected to continue for the remainder of this year and beyond, and organizations (especially in the B2B arena) should take advantage. Creating informative and high-quality content should be your primary goal, but skipping video is no longer an option.

Video’s Rise in Popularity

For the second year in a row, video is the most popular sort of content, with 61% of marketers stating that video is their major form of media in content strategy in 2021. It is currently used by 81% of organizations as a marketing tool, up from 63% a year ago. That’s quite a leap!

Thirty percent of marketers consider video to be more significant than their website in their marketing strategy. Read that again. Websites used to be the gateway to visibility with new clients, but they are quickly being eclipsed by video marketing to introduce the brand and create engagement.

Video is expected to be the leading content marketing-related investment area in 2022, according to 69 percent of marketers. In other words, set aside a significant chunk of your marketing budget toward video content. The good news is that investing in video is more than worth it. 

High Return on Investment

According to 89 percent of video marketers, video provides a solid return on investment. According to 74% of marketers, it has a higher return on investment than imagery alone, including social media posts or visual content on websites.

Your sales staff (and bottom line) will thank you for investing into video content! According to 80 percent of video marketers, video was directly responsible for the increase of their sales.

Video is also a powerful way to generate leads and create engagement, generating leads for 84% of video marketers. Video is a more personal way to connect with potential customers, creating a sense of familiarity and conveying warmth and authenticity in a way visual or written content can’t achieve. So it’s no surprise that according to 52 percent of marketers, video helps them create trust with potential customers. It’s been shown that customers respond very positively to the interactivity and closeness that video content provides.

Customer Interaction

When it comes to the medium potential customers prefer to interact with, video is by far the favorite, especially with the C-Suite crowd. Over 59% of executives say they would rather watch a video than read text…which is why email is so much more likely to be opened when the word “video” is included. In terms of businesses, 22% of business video views happen on Thursdays, and people watch the most videos in the mornings if it’s a weekday. So aim to post or share video content near the end of the week and earlier in the day for maximum reach and engagement. Also, make sure to keep it short! When polled, 68% of people will watch a full video if it’s a minute long or less.

It’s Versatile

Video, unlike certain other types of material, has the advantage of being able to work across various platforms. You can embed video on your website or share it on social media sites like YouTube, Twitter, Facebook, and Linkedin. It’s never been easier to create, distribute, and watch videos, which is great news for marketers who can now create high-quality videos without breaking the bank.

However, in general, people prefer higher-quality video production in their videos. With so many terrible videos on the internet, it’s critical to devote the necessary time and resources to producing quality videos.


As you can see, using video as a main component of your marketing strategy is not only on-trend, but will pay dividends in terms of ROI, engagement and reach. People love videos! Make sure it’s used well–with good picture quality, ideal timing and used across multiple channels and platforms.

Looking to follow the trend and make the most of video marketing for your B2B business? MKC Agency is a team of experienced, professional experts who can take over your video marketing (and branding!) so you can get back to what matters. Contact us today so we can discuss your business needs and how we can help your startup thrive.