If you’re investing in B2B marketing in 2025, the question isn’t whether to use video. It’s how to use it with greater intention. LinkedIn’s latest Pixels and Promises report makes it clear that video has evolved beyond an awareness play. It’s now central to how brands build trust, deliver value and influence decisions across the buyer journey.
The findings surface a growing gap between the quantity of video content and the quality of the viewer experience. Usage is up, but effectiveness is lagging. It’s both a media and strategic challenge.
Buyers don’t want more content; they want content that understands them. They’re looking for relevance, clarity and authenticity. And they’re quick to scroll past anything that doesn’t feel worth their time.
Is this a call to make more video? No, but it is a call to make meaningful video that aligns content with strategy and is designed with purpose.
Here’s what the research reveals about how B2B marketers can respond with smarter, more impactful content.
The gap between attention and impact
According to the report, 75% of B2B buyers say they’re watching more video ads than ever before. But only one in four say those ads are “very effective.” That’s a disconnect and a missed opportunity.
It’s easy to blame short attention spans, but the real issue is deeper. Many B2B videos still rely on broad messaging, glossy production and storytelling that doesn’t reflect the viewer’s reality.
Expectations have changed. Viewers want content that respects their time and speaks to their needs. They expect substance over pixels.
What B2B audiences actually want from video
LinkedIn’s research points to three core expectations:
- Relevance
Content must speak directly to the viewer’s industry, role or stage in the buying journey. A generic message won’t cut through. Whether you’re talking to a procurement officer or a tech founder, the message needs to reflect their world.
- Value
Audiences are willing to engage, but only if they get something useful in return. That could be a practical insight, a quick explainer or a clear next step.
Video is powerful because it simplifies complexity. A well-crafted walkthrough often lands better than a long deck or static page.
- Authenticity
Buyers want to hear from real people over actors or voiceovers. They respond to unscripted testimonials, behind-the-scenes moments and stories from people who actually use or shape the product.
These formats build trust. And trust drives conversion.
Video shouldn’t live at the top of the funnel
Video is often treated as a brand tool, but its value extends much further. Used strategically, it supports the full buyer journey:
- Consideration: Explainers, case studies and use cases help buyers compare solutions.
- Decision: Personalized demos or targeted follow-ups reinforce value and differentiate.
- Post-sale: Onboarding, training and success stories drive retention and loyalty.
Video works best when a throughline moves it beyond a moment.
What to do next
To make video a more intentional part of your strategy, start here:
Audit your existing content
Does it align with what your audience actually cares about? Is it personalized? Is it being measured beyond views?
Build for agility, not perfection
You don’t need a blockbuster. Modular content and scalable formats let you move fast, adapt and stay relevant.
Measure the right metrics
View count is just the start. Focus on engagement, click-throughs, next-step actions and pipeline movement.
Make video a daily tool
Don’t wait for a big launch. Use video for intros, product updates, thought leadership or internal engagement. Keep it moving.
Final thought: Be intentional with B2B video
Video’s power is in showing. It makes complex ideas clear and bringing human moments into business decisions.
LinkedIn’s Pixels and Promises report confirms what many marketers already know :—effectiveness comes from intention, strategy, clarity, relevance.
The opportunity isn’t to make more video. It’s to make video that builds trust and moves buyers to action.
