Capturing and commanding buyer consideration once they’re continually overloaded with content material is like wishing for snow in summer time. It’s uncommon however not not possible. And this rarity is what makes video stand out as a strong automobile for real buyer engagement.
G2’s The AI Advertising and marketing Thoughts 2025 underscores this shift, predicting a 4x enhance within the adoption of AI-assisted video and multimedia content material. Elevated funding in video is not simply going to be a mere pattern; it is a elementary transformation in how companies join with their audiences.
Traditionally, video manufacturing was usually a resource-intensive endeavor, putting it out of attain for a lot of. Nevertheless, AI has democratized this course of, empowering manufacturers to create high-quality video content material with extra pace and effectivity.
TL;DR: Everyone seems to be both creating video content material or desires to, and regardless of which group you fall into, you’ll stroll away from this text with an motion plan / with suggestions for a high-impact video technique.
To assist supercharge your video technique, we interviewed trade leaders from Canva, VEED, and LinkedIn and used proprietary G2 knowledge to unearth stark observations, rising methods, and sensible functions.
How Canva and VEED are utilizing video software program
Video software program has developed from being a distinct segment software to an integral a part of advertising, inventive, and social media efforts throughout organizations. Manufacturers leverage these platforms for every part from preliminary content material creation to stylish AI-powered technology and enhancing.
Canva makes use of its personal product internally throughout social media, inventive, and advertising groups. The Canva crew makes use of AI-powered options like “Highlights” to mechanically minimize shareable clips from longer movies, and “Beat Sync” to edit clips in sync with the beat of a track. This permits for seamless integration from ideation to publication.
VEED’s crew considers video a core a part of how they work, framed by way of three product pillars: generate, edit, and repurpose. (Extra on this forward!)
The groups depend on options like subtitles and model kits for fast, publish-ready content material technology, and experiment with AI avatars and text-to-video for scaled manufacturing.
Each day use of enhancing options, together with a brand new AI agent, makes prompting fast adjustments simpler, equivalent to resizing for social media, eradicating silences, or including music, thus lowering friction. Repurposing includes commonly clipping content material like webinars and podcasts for social or paid campaigns, which helps maximize present property.
Video is now deeply embedded throughout VEED’s group in addition to enterprise use.
“From fast inside updates to product explainers and social clips, groups are utilizing VEED to speak sooner and keep on model with no need formal manufacturing or massive budgets.”
Lisa Vecchio
Enterprise Advertising and marketing Director at VEED
Steal these untapped video creation capabilities from Canva and VEED
AI guarantees to reinforce effectivity and impression with superior options and integrations that move into broader workflows. Listed here are some golden nuggets from Canva and VEED’s leaders on how they use AI for advertising.
Canva’s wealthy ecosystem of apps and integrations simplifies the video journey from ideation to creation to publication.
“The chance for entrepreneurs isn’t to create extra video content material. It’s to create a workflow the place anybody can ship helpful content material shortly and constantly.”
Lisa Vecchio
Enterprise Advertising and marketing Director at VEED
VEED’s method to video revolves round three pillars: generate, edit, and repurpose.
- Manufacturers discover AI avatars and text-to-video to shortly generate short-form content material. That is highly effective for scaling advert variants or working inventive assessments with out new footage.
- Modifying is streamlined by AI instruments that make it simpler for anybody to wash up a video, add polish, and share with confidence, enabling gross sales, CS, and product groups to create polished movies with a easy immediate.
- For “repurpose,” manufacturers behave like publishers, clipping webinars and podcasts into social-ready codecs or dubbing them into a number of languages. Then, they’ll use this content material globally and get probably the most out of every video.
The three pillars of AI video advertising
- Generate: Manufacturers discover AI avatars and text-to-video to shortly generate short-form content material. That is highly effective for scaling advert variants or working inventive assessments with out new footage.
- Edit: AI instruments additionally streamline enhancing by making it simpler for anybody to wash up a video, add polish, and share. This allows gross sales, CS, and product groups to create professional-looking movies with a single immediate.
- Repurpose: For repurposing, manufacturers act like publishers, clipping webinars and podcasts into social-ready codecs or dubbing them into a number of languages. They’ll then use this content material globally and get probably the most out of every video.
Three video sorts that drive B2B engagement
In response to LinkedIn’s Director of Product Advertising and marketing, Elaine Theios, video content material is rising at twice the speed of different codecs on its platform. This shift in B2B video engagement and content material preferences is palpable. Simply open LinkedIn and also you’ll see what I imply.
A lot of B2B video all over the place else nonetheless seems and feels generic: polished, overly scripted, and centered round speaking heads. What’s gaining traction on platforms like LinkedIn now feels extra like B2C content material: shorter, vertical, and extra human.
Relatable, human, and concise is in. Mirroring profitable B2C methods is in.
The 4 hallmarks of video content material that win
- A powerful perspective
- Inventive
- Partaking
- True to the model
Hear it immediately from the model itself.
Elaine noticed that entrepreneurs are utilizing a various mixture of video content material on the platform, from product demos to buyer testimonials. Groups are more and more repurposing present video to succeed in and have interaction goal audiences.
“Video is wealthy, versatile, and interesting, and our prospects are discovering it’s an effective way to attach with their viewers in knowledgeable context.”
Elaine Theios
Director of Product Advertising and marketing at LinkedIn
So, what sorts of video content material are literally shifting the needle for B2B manufacturers?
Buyer advocacy and supporting video
Video can also be proving highly effective from a product training standpoint, with B2B manufacturers leaning on it to simplify advanced options and construct belief.
“Content material like buyer testimonials and webinar snippets are fashionable for B2B manufacturers, and we see extra tangible content material like shorter-form product tutorials carry out properly, too.”
Emma Robinson
Head of Enterprise Advertising and marketing at Canva
Emma pointed to a lighthearted Canva video put up about social media managers defending being on their telephones. The relatable video resonated extensively, racking up about 800,000 views and reaching roughly 1.7 million individuals.
Supply: Canva LinkedIn web page
Movies beneath 90 seconds, particularly when captioned and designed to really feel pure to the LinkedIn feed, carry out greatest.
“The movies that get actual engagement are those which might be helpful and relatable. A fast demo. A behind-the-scenes second. A crew member sharing a perspective.”
Lisa Vecchio
Enterprise Advertising and marketing Director at VEED
Worker-led content material
Lisa Vecchio additionally shared VEED’s robust emphasis on employee-led content material, with social, product, and management groups creating their very own movies.
Instruments like AI enhancing, which take away filler phrases or alter eye contact, make it simpler for anybody to seem assured, contributing to a reliable quite than overproduced video. The manufacturers that seize and maintain consideration empower their individuals’s voices, as an alternative of solely pushing company messages.
Buyer occasions
One sort of video seeing explicit success on LinkedIn is content material associated to prospects’ occasions.
Occasions are, in Elaine’s phrases, a “actual candy spot” for LinkedIn,” and stay streaming occasion content material is proving to be an ideal match for B2B entrepreneurs on the platform.
“The factor I discover most promising about what we’re seeing with our prospects’ use of video is the way it works in a marketing campaign with different codecs to drive enterprise outcomes.”
Elaine Theios
Director of Product Advertising and marketing at LinkedIn
She mentioned how LinkedIn’s Occasion Advertisements providing makes it attainable to scale occasion attain to optimum audiences. The outcome? A 131% larger click-through charge and 6x the engagement charges in comparison with video advertisements alone.
How LinkedIn helped Dialpad’s Tremendous Bowl built-in marketing campaign
Dialpad’s partnership with LinkedIn exemplifies how video can drive enterprise outcomes along side different codecs.
They repurposed Tremendous Bowl content material with B2B CTV Advertisements to seize top-of-funnel (TOFU) consideration, adopted by a retargeting marketing campaign guiding prospects to Lead Gen Kind completion. This mixed effort resulted in a forty five% enhance in Lead Gen Kind completion charges from members uncovered to a B2B CTV advert and a powerful 8.8x return on advert spend.
Dialpad’s outcomes spotlight what’s attainable when video is built-in strategically. G2 insights present how this momentum is enjoying out extra broadly throughout B2B advertising.
The G2 take
G2 knowledge and market evaluation underscore the speedy ascent of video in B2B advertising, particularly inside AI-powered content material creation. The Video Content material Creation class on G2 reveals person sentiment that’s overwhelmingly optimistic. And whereas progress is surging, full-scale adoption nonetheless lags behind the hype.
5 strategic indicators and insights from G2 evaluate knowledge
G2’s evaluate knowledge surfaces clear patterns about how AI video instruments are being adopted, used, and valued by B2B groups right this moment.
1. Excessive enthusiasm, low saturation
Over 250 opinions spotlight core makes use of like video creation and enhancing, however solely 81 opinions embrace any perception into adoption charges. Amongst these, 75% mentioned that lower than half of the customers at their firm have adopted the software.
Tip for CMOs, chief model officers, and tech consumers: Pleasure ≠ adoption
AI video instruments have gotten model enablers, praised for giving even small groups inventive autonomy to drive consistency and message management.
2. AI video options spark curiosity however aren’t but the default
Simply 15% of reviewers explicitly point out AI options like avatars or text-to-video. However once they do, it is tied to hurry, inventive scale, and decreased manufacturing cycles.
Tip for model and content material leaders: These options are disproportionately helpful, even when not but generally used.
3. Customers need quick outcomes and get them
Among the many 67 reviewers who reported return-on-investment (ROI), over 60% noticed returns in beneath 6 months. This aligns with what Canva, VEED, and different instruments declare: AI video creation cuts friction and boosts output.
Tip for agile groups: These instruments are shortening inventive suggestions loops, permitting for sooner experimentation throughout the funnel, from consciousness movies to onboarding and gross sales enablement. Quick payback makes these instruments supreme for lean, high-velocity content material methods.
4. Ease of use shines; setup barely lags
The common ease of use ranking is 6.7/7, whereas ease of setup drops to six.2/7. Reviewers love the intuitive person interface (UI), however some flag onboarding and integrations as progress areas.
Tip for distributors: Frictionless setup is desk stakes. Patrons need instruments that work with out IT assist. AI capabilities drive buying, however explainability, enhancing management, and integration stay weak spots. Patrons need AI, however in addition they wish to fine-tune and belief it.
5. Switching from slide decks to sensible video
Many reviewers talked about switching from PowerPoint or guide video instruments, particularly in advertising, product, and coaching groups. The shift to video isn’t simply beauty; it’s about changing static, siloed workflows with scalable, dynamic ones.
Tip for enterprise storytellers and enablement leaders: Video is changing into the brand new deck. Groups are utilizing it to simplify advanced concepts, modernize coaching, and create extra persuasive gross sales narratives — making video not only a format, however a technique shift.
This shift is backed up by what customers constantly spotlight of their opinions in regards to the options that make video creation quick, easy, and scalable.
What do customers love most about video creation software program? Pace, AI, and ease
High G2 evaluate phrases embrace:
- Time-saving
- Customization and templates
- Ease of content material technology
AI now goes past being “only a function” to changing into an accelerator for creativity at scale.
Bonus: Video as a multisensory frontier for B2B occasions
As video continues to reshape B2B engagement, particularly in occasion advertising, CMOs are beneath stress to create not simply informative moments however unforgettable ones. Video is more and more central to this shift, rising as one of the scalable methods to ship multisensory impression throughout digital, hybrid, and in-person codecs.
Whereas in-person occasions are again in an enormous method with 8 in 10 attendees saying they like them — their value, complexity, and sluggish payback make manufacturers hesitant to go all in.
G2 knowledge reinforces this problem: ROI timelines for occasion software program common 10 to 13 months, reflecting the lengthy gross sales cycles and multi-stakeholder choices tied to event-driven offers. In different phrases, even when the execution is flawless, occasions (and the instruments behind them) don’t at all times ship a fast win.
That’s the place video steps in. By repurposing occasion moments into on-demand, bite-sized, and shareable content material, B2B entrepreneurs can lengthen impression far past the occasion itself. And everyone knows that even probably the most immersive expertise received’t assure fast conversion. However video ensures these moments preserve paying dividends lengthy after the lights go down.
A sensory bridge between codecs and emotions
Video is quietly changing into probably the most accessible type of multisensory advertising in B2B. It combines sound, visuals, tempo, and human emotion — all key to creating memorable experiences. Whereas bodily occasions can provide smells, textures, and spatial experiences, video interprets these into emotional cues and inventive storytelling, particularly for digital attendees.
As Elaine factors out, video is flourishing inside occasions on LinkedIn, and its rise displays the shift towards experience-led engagement. Whether or not it’s live-streamed buyer occasions, AI-powered explainers, or repurposed webinars, video is the brand new entrance row seat on the multisensory B2B desk.
Supply: Unique G2 knowledge
In B2B occasions, video is the one sensory layer that travels properly on-stage, on-screen, and on-feed.
B2B video advertising predictions
The way forward for B2B video advertising is characterised by continued blurred strains inside the trade, pushed by AI, and a heightened deal with authenticity, utility, and constructing lasting relationships.
B2B manufacturers will go B2C-style
Canva predicts that the road between B2B and B2C video advertising will proceed to blur as enterprise leaders anticipate the identical creativity and manufacturing high quality as shoppers.
Private branded movies from the C-suite will drive impression
We’ll see extra B2B manufacturers use AI to personalize video content material at scale, creating variations tailor-made to particular industries, areas, or roles. There’s additionally an noticed rise in video content material from C-suite and different executives actively constructing private manufacturers and creating their very own content material.
Video will likely be greater than only a branded asset
VEED predicts a transparent divide between manufacturers that deal with video as an asset and those who deal with it as a system. Winners will shift from one-off campaigns to linked content material methods, specializing in small tales, quick suggestions, and repeatable outcomes.
Video will not simply be advertising’s child
Video will not be confined to the advertising crew. It can seem in gross sales outreach, inside communications, buyer training, and group efforts, with AI brokers and edit-by-script instruments facilitating broader participation. Audiences will anticipate content material to really feel actual, quick, and human, not completely produced. The B2B manufacturers that stand out would be the most helpful, not essentially the loudest. AI video is not about changing creativity however eradicating parts that sluggish it down.
Bonus: LinkedIn execs predict the way forward for B2B video
Two of LinkedIn’s main voices on B2B advertising share what’s subsequent for video—and the way your model can keep forward of the curve.
Elaine Theios is carefully monitoring three rising shifts.
- Quick-form video: A inventive frontier for B2B. This format dominates social ROI and holds robust enchantment — 61% of U.S. executives say it’s the best content material for partaking prospects.
- AI for content material creation: Count on smarter workflows. AI instruments will make it simpler to repurpose, personalize, and scale video with out bloated budgets.
- Take a look at-and-learn innovation: With AI reducing the barrier to entry, extra manufacturers will experiment and uncover what really resonates, particularly as Gen Z turns into an even bigger a part of B2B shopping for teams.
Tyrona Heath is emphasizing three inventive shifts.
- B2B manufacturers that lean into genuine storytelling, distinctive characters, and emotional connection will win mindshare.
- Technical polish will matter lower than resonance and relatability.
- Episodic content material will rise, serving to manufacturers construct deeper narrative arcs that preserve audiences coming again.
LinkedIn’s playbook for B2B movies that win
Seeking to construct model presence on LinkedIn by way of video? Right here’s Tyrona Heath’s strategic framework for what’s working proper now:
- LinkedIn’s built-in creativity: Empower staff and switch on a regular basis tradition into compelling content material. Assume vertical movies, fast suggestions, day-in-the-life tales, and lo-fi authenticity that brings out the human facet of your model.
- The B2B blockbuster breakthrough: Spend money on cinematic storytelling with clear stakes and emotional arcs. Use the hero’s journey — your buyer because the protagonist — to ship memorable enterprise outcomes wrapped in emotional storytelling.
- Lead with characters: Characters drive 6x extra consideration, however only one% of B2B advertisements use them. Develop model personalities, whether or not executives, influencers, mascots, or prospects, to anchor your narratives and construct familiarity.
- All people’s speaking: Make area to your individuals to steer. Get execs, subject material consultants (SME), and staff on digital camera to coach, encourage, and foster group. Relatability and belief come from displaying actual voices.
Trip the B2B video advertising wave within the AI period
The present trajectory signifies that B2B video will grow to be extra intertwined with broader model, product, and advertising methods. By embracing these insights and actionable steps, enterprises can rework video from a difficult endeavor right into a strategic superpower, driving deeper engagement and measurable enterprise impression.
Now that you just’ve received an inside take a look at how main B2B manufacturers use AI and video to attach authentically and scale sensible, are you able to take the subsequent step? Obtain ‘The AI Advertising and marketing Thoughts 2025’ report for methods you possibly can act on right this moment.
Edited by Supanna Das
