In B2B marketing, trust is everything. When your prospects are making high-stakes decisions—choosing suppliers, evaluating services, or even considering where to build their career—they’re looking for signals of credibility. And in today’s digital environment, video is the fastest, clearest, and most effective way to send those signals.
At Media Quest, we’ve seen it firsthand: companies that put video at the core of their strategy build brand recognition faster, attract better candidates, and equip their sales teams with assets that shorten the buying cycle. But don’t just take our word for it—here’s what the research says.
1. Video Builds Trust and Authority
In B2B, relationships drive business. Research shows that richer media forms like video provide nonverbal cues that act as trust signals, increasing the credibility of your message compared to text or static visuals1.
LinkedIn’s 2025 B2B Benchmark report calls trust the foundation of influence, and identifies video as one of the most effective ways to build that trust2.
When buyers encounter your expertise in video form, they’re not just reading about it—they’re experiencing it. That makes your brand harder to ignore, and much easier to respect.
2. Video Supports Brand Building for Long-Term Growth
Short-term lead generation gets a lot of attention, but the real growth engine in B2B is brand building. According to Les Binet and Peter Field’s work with the LinkedIn B2B Institute, companies that balance brand marketing with activation efforts see stronger, more sustainable growth3.
Video plays an outsized role in brand building because it creates memorable, repeatable assets that can run across multiple channels: your website, social platforms, trade shows, recruitment campaigns, and more.
3. Buyers Are Self-Directed, and Video Moves Them
Today’s B2B buyers don’t wait for a sales pitch—they do their own research. Edelman and LinkedIn’s 2024 Thought Leadership Impact Report found that quality thought leadership content directly influences whether buyers will engage with a vendor4.
Video is one of the most effective delivery vehicles for thought leadership. It educates, it humanizes your team, and it shows—not just tells—what sets your company apart.
4. Video Strengthens Recruitment and Employer Branding
Your external brand is only half the story. For industries that rely on skilled labor, your ability to recruit and retain employees is just as critical.
Recruitment campaigns that include video consistently outperform those without. CareerBuilder benchmarks show job postings with video see significantly higher application rates5. Platforms like Yello report that candidates retain 95% of a message when delivered via video, compared to just 10% through text6.
And it’s not just about volume—studies on asynchronous video interviews have found that video increases cognitive trust perceptions among candidates7. In other words, video helps your company look like a place worth joining.
5. Video Enhances Training, Safety, and Onboarding
Video isn’t just an outward-facing tool. It’s also one of the most effective ways to equip your workforce.
A 2024 meta-analysis of 40 controlled studies confirmed that video-based learning significantly improves knowledge outcomes compared to other methods8. For industries where safety, compliance, and retention matter, this means your training content doesn’t just inform—it sticks.
Bringing It All Together
Video isn’t a trend. It’s the foundation of modern B2B marketing and communications. It builds trust, strengthens your brand, attracts talent, supports your workforce, and fuels measurable growth across every channel.
That’s why at Media Quest, we don’t treat video as an add-on—it’s the anchor of our Marketing Department Service. From strategy to creative, from recruitment campaigns to safety training, we help mid-sized companies put video at the core of their story.
Because when you’ve worked hard to build something great, you should feel proud of how it’s presented.
References
- Park, S. et al. (2025). Media Richness as a Peripheral Cue of Trustworthiness. Journal of Promotion Management. Taylor & Francis Online
- LinkedIn Marketing Collective (2025). The Video Influence Effect Starts with Trust. LinkedIn
- Binet, L. & Field, P. (2019+). The 5 Principles of Growth in B2B Marketing. LinkedIn B2B Institute. LinkedIn Business Solutions
- Edelman + LinkedIn (2024). B2B Thought Leadership Impact Report. Edelman
- Recruitics (2025). Video Job Postings: Recruitment Marketing Benchmark. Recruitics
- Yello (2024). Why Company Culture Video is the Best Recruitment Marketing Asset. Yello
- Nikolaou, I. et al. (2023). The role of AI in asynchronous video interviews: trust and fairness. Computers in Human Behavior. ScienceDirect
- Morgado, A. et al. (2024). The effectiveness of video-based learning in education: a systematic review and meta-analysis. BMC Medical Education. PubMed Central