Top B2B vs. B2C Video Marketing Trends You Should Know [2022 Data]

B2B vs. B2C Video Marketing Trends to Watch in 2024

Video has become an indispensable tool in the marketing arsenal of both business-to-business (B2B) and business-to-consumer (B2C) brands. As we move further into 2024, video will only continue to grow in importance and sophistication. In fact, Cisco predicts that by 2025, online videos will make up more than 82% of all consumer internet traffic.

While B2B and B2C marketers are both bullish on video, there are some key differences in their approach, strategies, and execution. In this post, we‘ll dive into the top B2B and B2C video marketing trends shaping up this year and beyond. Whether you‘re marketing to businesses or consumers, these insights will help you fine-tune your video efforts to drive maximum impact and ROI.

Video Creation: In-House, Outsourced, or Both?

One of the first decisions B2B and B2C marketers face is whether to produce videos internally, hire an outside agency, or take a hybrid approach. Our research found that both groups take a balanced approach:

  • 38% of B2B brands and 36% of B2C brands create videos entirely in-house
  • 14% of B2B and 15% of B2C brands rely solely on outside agencies/freelancers
  • 48% of B2B and 49% of B2C brands use a mix of in-house and outsourced video

The ratio of in-house to outsourced shifts as the size and video needs of the organization change. Smaller businesses tend to handle more video work internally, while larger enterprises often have the budget to tap specialized external video services.

When it comes to quality perceptions, 57% of B2B marketers believe outsourcing videos delivers better quality compared to in-house. On the flip side, 59% of their B2C counterparts feel in-house videos are faster and more cost-efficient. Ultimately, the right insourcing vs outsourcing mix depends on your unique goals, resources and video competencies.

B2B and B2C Video Goals: Brand Awareness vs Product Showcasing

While both B2B and B2C marketers use video across the customer journey, their primary objectives vary. The top video goals for each segment are:

B2B:

  1. Advertising products/services (43%)
  2. Increasing brand awareness and reach (42%)
  3. Educating audiences (36%)
  4. Generating leads and sales (27%)

B2C:

  1. Increasing brand awareness and reach (56%)
  2. Advertising products/services (39%)
  3. Engaging social media followers (27%)
  4. Fostering customer relationships (22%)

As the data shows, B2C marketers are more focused on building brand affinity with entertaining and emotionally-driven video storytelling. B2B brands lean more heavily on videos that rationally demonstrate their offerings and establish thought leadership through educational content.

Interestingly, 25% of B2B marketers prioritize videos for growing an online community, compared to just 15% of B2C marketers. This lines up with the community-driven nature of many B2B industries and the importance of user education and support.

Show Me the Money: B2B vs B2C Video Budgets

Historically, B2C marketers have outspent B2B on video – but that gap is closing quickly. As the B2B sales cycle becomes increasingly digital-first, video has emerged as an effective way to engage buyers and convey complex value propositions.

Looking at video budgets for 2024:

  • 29% of B2C brands spend over $100K quarterly on video, vs. 24% of B2B brands
  • 20% of B2B brands spend under $10K per quarter, vs. just 14% of B2C brands

At the high end, 9% of B2C brands are investing $1 million or more in video per quarter, compared to 6% of B2B organizations. Some key factors driving higher B2C budgets include broadcast/OTT advertising, influencer/creator partnerships, and social video initiatives targeting large consumer audiences.

For individual video projects and assets:

  • 20% of B2B videos cost over $50,000 to produce, vs. 25% of B2C videos
  • 44% of B2B videos have a budget under $10,000, vs. 37% of B2C videos

So while B2C brands may have bigger total video investments, B2B organizations are starting to place bets on a smaller number of high-impact flagship videos. These include brand films, product launch assets, C-suite interviews, and video series or shows.

As far as video spending trends for 2024, 60% of B2B marketers expect to increase their video budgets from 2023, with 27% anticipating a significant increase over 10%. In the B2C camp, 64% will up investments, with 32% forecasting a major bump of over 10%.

Publishing Cadence: B2B Holds a Slight Edge

How often are B2B and B2C brands actually putting out video content? Our study found that:

  • 33% of B2B marketers publish 5-7 videos per month, vs. 26% of B2C
  • 32% of B2C marketers post 2-4 videos monthly, vs. 29% of B2B

Drilling down further, 17% of B2B brands publish 11 or more videos each month, compared to 25% on the B2C side. This makes sense given the rapid cadence and short-form nature of many B2C social video formats like TikToks, Instagram Reels, and YouTube Shorts.

However, 41% of B2B marketers would like to be putting out 11+ videos per month, indicating an appetite to ramp up volume and variety. The biggest obstacle holding them back? A lack of time and resources was cited by 36% of B2B marketers, followed by budget constraints at 27%.

B2C brands face a somewhat different challenge – 33% say coming up with creative video ideas is their top struggle, compared to just 22% of B2B peers. This constant need for fresh consumer-facing content puts more pressure on B2C teams to regularly brainstorm new video concepts.

Short-Form Surges, Especially for B2C

It‘s no secret that short-form videos have taken off in recent years. Across TikTok, Instagram Reels, and YouTube Shorts, snackable sub 60-second clips are attracting massive viewership and engagement. 44% of B2C marketers rank short video as the #1 ROI format, compared to 33% of B2B marketers.

Other notable differences in short-form video performance:

  • 48% of B2C marketers say short video is most effective for lead gen vs. 40% of B2B
  • 51% of B2C report the highest engagement from short-form vs. 37% of B2B
  • 89-90% watch completion is 2X as common for B2C short-form videos
  • 15%+ click through rates on short video are seen by 8% more B2C marketers

That said, both B2B and B2C brands are doubling down on short-form – 38% of all marketers will invest more in it than any other format in 2024. And 60% believe that short videos will overtake long-form in total watch time by 2025.

The lesson? Lean into creating punchy, mobile-first short videos that quickly grab attention and inspire action. But don‘t neglect long-form completely, especially for B2B educational and thought leadership content that requires more depth and nuance.

Live Streaming Keeps Expanding

Video isn‘t just getting shorter – more of it is being broadcast in real-time. The live streaming market is set to surpass $330 billion by 2030 as platforms like LinkedIn, Facebook, YouTube, TikTok and Twitch make it ubiquitous.

Live video adoption has some interesting contrasts across B2B and B2C:

  • 47% of B2B brands use live video vs. 41% of B2C brands
  • Webinars are the top B2B live format at 32%, while social streams lead B2C at 29%
  • 27% of B2B marketers plan to invest in live video in 2024, vs. 22% of B2C peers

Live video is a natural fit for B2B marketers looking to deliver interactive webinars, product demos, Q&As, interviews and virtual events. On the B2C side, live commerce, real-time promotions, and behind-the-brand streams are picking up steam.

As remote and hybrid work persists post-pandemic, expect live enterprise video to keep growing on both fronts. B2B and B2C brands will use it to engage dispersed audiences, capture in-the-moment feedback, and add authentic human touchpoints across digital channels.

Personalization Powers Up

In an era of content overload, personalization is becoming a must to cut through the noise. And thanks to advances in marketing automation and CRM tools, video is now firmly in play.

Our research reveals that:

  • 26% of B2B video marketers currently personalize content vs. 18% of B2C peers
  • 52% of all marketers plan to increase video personalization efforts in next 12 months
  • Top B2B personalization use cases include account/industry-specific videos (55%), sales outreach videos (42%), and customer onboarding/training (38%)
  • B2C personalization spans retargeting ads (57%), product recommendation videos (49%), live 1:1 video support (31%) and user-generated content (28%)

Both B2B and B2C brands are using video data like viewing history, interactions and CRM insights to dynamically tailor video content, placement and calls-to-action. And with 74% of consumers saying personalization makes them more loyal, it‘s becoming an essential video capability.

The one caution? Over-personalization can come off as creepy or invasive if mishandled. Use personalization to guide and enhance the customer experience – not overwhelm your audience. It‘s a powerful tool, but restraint and relevance are key.

The Takeaway: Tailor Your 2024 Video Strategy

As video continues its meteoric growth and evolution, B2B and B2C marketers must adapt their approaches. By understanding the nuances in each sector‘s video objectives, tactics, formats and metrics, you can craft a strategy that aligns with your audience‘s unique consumption preferences and behaviors.

The most successful video marketers in 2024 will be those who balance evergreen best practices with emerging trends and tech. So stay nimble, test constantly, and keep your customer front and center. Your video destiny awaits!