The excellent B2B and B2C video advertising tendencies you need to recognise [2022 Data]

The B2B and B2C brands recognize power video marketing. In fact, HubSpot Blog Research found that 88% of brands surveyed have a team dedicated to creating video content.

But how do B2B and B2C brands differ in terms of strategy, goals, and performance? To find out, we surveyed 550 global marketers. Read on to learn more about the key trends we’ve discovered.

B2C and B2B brands balance the creation of content within the company by relying on external agencies.

We asked more than 500 global video marketers, “Is the primary company in which you conduct video marketing to create content within the company, through an external agency, or both?“

37% answered on their own, 14% on an external agency and 49% on both. In the breakdown between the B2C and B2B brands, the difference was only 1% to 3%.

Although there is an argument for both cases, 33% of marketers surveyed (both B2B and B2C) say that the return on investment is the same in both cases.

When asked about video quality, however, several B2B brands felt that creating video content through an outside agency leads to better marketing videos.

Meanwhile, 59% of B2C brands believe that creating marketing videos in-house is faster and more efficient, compared to only 48% of B2B marketers.

75% of B2C brands also believe that marketing videos created through an external agency are of better quality and more professional, which is 18% more than B2B brands.

Professional advice: If you want to create high quality videos in your business, consider tools like Vidyard,, Vimeoin Wistia. They can help you create and measure high-impact videos that convert.

B2C brands focus on brand awareness, while B2C brands advertise products.

To the question “What are the primary goals of your company’s video marketing strategy?” B2C brands focused on increasing brand awareness / reaching new target groups, while B2B brands gave priority to advertising their products / services.

We saw the biggest gap in the strategy in:

• Online community growth – Only 15% of B2C marketers cited this as their primary target compared to 25% of B2B marketers.
• Promoting customer relationships – This is a priority for 22% of B2C marketers compared to only 13% of B2B marketers.
• Establishing mental leadership – 15% of B2B marketers consider this to be the primary target compared to only 9% of B2C marketers.

B2C brands typically spend more on video.

Although B2B and B2B brands follow the same strategy when it comes to equipment (69% own their equipment instead of renting it), B2C brands have dedicated more.

Looking at quarterly budgets for video marketing, 24% of B2C brands spend between $ 100,000 and more than $ 1 million compared to 19% of B2B brands.

The same is true if you look at the average price per video. 29% of B2C brands will spend more than $ 30,000 compared to 20% of B2B brands.

B2B brands post more videos than B2C brands.

According to HubSpot Blog Research, most B2B brands (33% of respondents) post five to seven videos per month, while most B2B brands (32%) post two to four.

This may be because 33% of B2C marketers cite a lack of content ideas as the biggest challenge they face in creating video content, 11% more than B2B brands.

When analyzing the average publication cadence in both bands, here is a breakdown.

• Two to four videos (31%)
• Five to seven videos (26%)
• Eight to ten videos (22%)

An interesting fact, however, is that when you look at brands that post eight to more than 30 videos a month, B2C marketers outperform B2B by 8%.

While B2B brands tend to post more generally, as you delve deeper into brands with a higher cadence of posting, B2C brands post more.

B2C brands report greater success with short videos.

We asked marketers, “Which video format has the highest return on investment?Said 39 percent short videossuch as TikTok, Instagram Reels and YouTube Shorts. Thus, B2B and B2C brands have a lot of success with this form of content.

However, a gap of 11% should be noted – 44% of B2C brands reported the highest return on investment with this form compared to only 33% of B2B brands.

In addition, our research has shown that several B2C brands report this short video:

• It is most effective for creating potential customers, 8% more as a B2B brand.
• Get the most engagement, 14% more as a B2B brand.
• Creates a high (81-100%) percentage of viewing time 8% more as a B2B brand.
• Gets a high (over 10%) clickthrough rate 7% more as a B2B brand.

That’s right – whether you’re a B2B or B2C brand, video marketing is an essential part of any marketing strategy.