B2B Brands Ramp Up Spend on Video Marketing by 20% in 2024
B2B brands are significantly increasing their video marketing spend, with UK businesses alone seeing a 20% rise in digital video advertising in 2024. This growth highlights the power of video in driving engagement, building brand awareness, and ultimately increasing conversions for B2B companies.
Key Developments
B2B brands are shifting their marketing focus, with digital video now representing 64% of all display advertising spend. This represents a major increase from 51% just five years ago, demonstrating how businesses are increasingly relying on video content to drive their marketing strategies.
Video marketing, particularly short-form content, is seeing even faster growth. By 2025, global spending on short-form digital video ads is projected to hit $111 billion, marking a 12% increase from the 2024 figure of $99 billion. In fact, short-form video ads have seen exponential growth, with spending increasing from $1.6 billion in 2017 to over $99 billion in 2024.
This surge in video spending reflects the growing preference for visual content. B2B marketers are finding that video is not just an effective tool for raising brand awareness but also for educating customers, driving conversions, and enhancing customer loyalty.
Industry & Expert Context
Experts are observing a clear shift in how B2B companies approach content marketing. Video marketing pioneer Michael Litt emphasizes that for B2B marketers, it’s no longer a question of “whether” to use video, but “how” to use it effectively. B2B companies are increasingly turning to video to establish their brand voice, connect with audiences, and drive deeper engagement through authentic and relatable content.
The trend is also evident in social media platforms, with video content on LinkedIn growing at a rapid pace—up 38% year-over-year. This indicates that businesses are prioritizing video to connect with a professional audience and leverage the platform’s potential to drive B2B leads.
Why This Matters
The rise in video marketing spend signifies that B2B brands are recognizing the effectiveness of visual content in driving engagement. Video allows for more dynamic storytelling, making it easier to convey complex ideas and create lasting impressions. As video consumption continues to grow, businesses that embrace this medium will likely see higher levels of customer engagement, better brand recognition, and improved ROI.
Additionally, as consumers demand more personalized, meaningful content, video offers the perfect opportunity to build emotional connections and boost brand trust. By effectively leveraging video, B2B companies can enhance customer loyalty and drive conversions in an increasingly competitive market.
What Happens Next
The growth of video marketing, particularly short-form content, is expected to continue well into the next decade. By 2026, the global market for short-form video ads is forecasted to reach $122.5 billion, with growth slowing slightly over time. However, the importance of video content in B2B marketing will remain high, as it becomes increasingly essential for brands to differentiate themselves in a crowded market.
Looking ahead, B2B companies will need to find creative ways to incorporate video into their overall marketing strategies. This could include more immersive content like 360° videos, augmented reality (AR), and interactive video formats that allow for deeper engagement and customer involvement.
Final Takeaway
B2B brands are recognizing the growing importance of video content in their marketing strategies. As digital video spend continues to rise, video marketing will play an increasingly pivotal role in driving customer engagement, brand awareness, and sales growth. For brands to stay competitive, integrating video into their campaigns effectively is no longer optional but essential.
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