Millennials now make 75% of B2B purchasing decisions. Raised on digital, they consume video as a primary information format — from awareness to purchase decision.
Why video works in B2B buying journeys
- Complexity made accessible: video explains complex solutions in 2–3 minutes what a white paper takes 20 pages to convey;
- Trust-building: seeing and hearing a real person builds credibility faster than text;
- Retention: viewers retain 95% of a message in video vs. 10% in text;
- Shareability: video content is shared 12x more than text and links combined.
Video formats that work best in B2B
Product demos, customer testimonials, thought leadership interviews and webinar replays consistently deliver the highest engagement and conversion rates.
The Info pro dital Media team
Published on
7/7/2026
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