Video hosting platform Wistia recently published their 2026 State of Video report. It’s a really useful look at what’s happening right now. The key message is that the role of B2B video is expanding beyond storytelling.

Here are my five key takeaways:

1. LinkedIn is now the HQ for B2B video

81% of teams now rank LinkedIn as their top channel for sharing videos.
Not just for distribution, but for discovery. Your buyer’s shortlist could now be getting built entirely on LinkedIn.

2. Educational content is outperforming promotional content

Educational videos had some of the highest engagement rates across almost every video length in the report. The formats performing best are explainers, tutorials, product walkthroughs, webinars, and practical insight-led videos.
The common thread is that they help people understand something clearly enough to move forward.

3. Engagement now matters more than views

The number of teams ranking social engagement as their top video metric nearly doubled year-on-year, jumping from 12% to 22%. Perhaps the most valuable B2B videos aren’t just the ones people watch — they’re the ones people send to colleagues.

4. Longer-form video still works surprisingly well

Videos over 30 minutes had dramatically higher click-through rates than short-form videos in Wistia’s data. Short clips get attention. Longer videos build confidence.

5. Consistency is replacing polish as the advantage

51% of companies said their video budgets are either staying flat or decreasing this year. Teams are stretched, budgets are tighter, and audiences increasingly care more about useful insight than cinematic production.

Which means…

B2B video seems to be evolving beyond traditional “brand storytelling”.
Not because storytelling doesn’t matter anymore but because buyers increasingly use video to help make decisions.

They want to know:

🏢 what a product actually does
💡 how a company thinks
🤔 whether a team feels credible
❗ what risk looks like
☀️ what change might look like after buying

Increasingly it feels like the job (and real value) of b2b video is moving from trying to be ‘engaging’ to building trust and help people make decisions.

You can download the full report here.

Nick

Diretor/Bouche