Winning the B2B Buying Group with Video

How video builds Buyability across the buying group

What this research is about

This thought leadership helps marketers optimize their video investment by identifying practical guidelines for leveraging video’s unique advantages to drive Buyability.

Specifically, the research explores how video can make brands more:

Discoverable by building familiarity and stronger memories before buyers enter the market, helping brands earn a place on the Day One list.
Credible by making complex products easier to understand, trust, and evaluate.
Winnable by turning buying-group confidence into action—and giving marketers the measurement to prove it drove business outcomes.

Through a WARC analysis of 1,000 B2B Cannes Lions submissions and a custom, global, lab-based neuro study testing B2B ads in a LinkedIn environment with MediaScience, all overlaid with LinkedIn first party data, this work shows how video captures attention, and turn that attention into stickier memories, stronger credibility, and more confident actions among the buying group.

Research Preview

Slide 1: Video helps buying groups get on the same page

Nearly two-thirds of B2B buyers say social video helps shape their buying decisions. That matters because B2B decisions involve multiple stakeholders with different priorities. Video can make a brand’s value easier to understand, share and evaluate across the buying group—not just by one buyer in isolation.

Statistic Highlight on B2B Social Video Impact

Slide 2: Shared familiarity gives brands a head start

Helping more stakeholders understand your brand matters long before the final decision. Vendors known across the buying group from the start are 20x more likely to be bought than those known only through expert recommendation, making video a powerful tool for building familiarity at scale.

B2B human connection insight with laptop collaboration

Slide 3: The most effective videos don’t rely on the brand alone

Buyers expect brands to make bold claims. They become more believable when other voices help substantiate them. See how advocacy, partnerships and customer-generated content can turn video from a brand message into credible proof.

Slide 4: Making the most of video starts in the first three seconds

Buyers pay attention to an ad for just 3.7 seconds, making those opening moments critical. Video has a unique advantage over static formats: it can create an immediate sense of human presence. Our research shows that featuring a person or using humor in the first few seconds can keep viewers engaged for significantly longer. The findings reveal how early creative choices help capture attention and make ads much harder to ignore.

Human connection boosts ad viewer engagement statistics

Slide 5: When video works harder, marketing performs better

Video’s value extends far beyond views and engagement. By helping brands become easier to understand, remember, and choose, video-led campaigns are 3.2x more likely to report increased market share (vs. non-video campaigns). Discover what marketers can do to turn more of their video investment into business growth.

Video campaigns boost business growth statistics

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Winning the B2B Buying Group with Video

How video builds Buyability across the buying group

What this research is about

Research Preview

Ready to apply B2B Institute principles to your marketing strategy?

Hire

Market

Sell

Learn

Winning the B2B Buying Group with Video

How video builds Buyability across the buying group​

What this research is about

Research Preview

Ready to apply B2B Institute principles to your marketing strategy?

Hire

Market

Sell

Learn

How video builds Buyability across the buying group