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Why B2B marketers should stop treating YouTube like a video vault
YouTube has long been the world’s second-largest search engine. But for many B2B marketers, it’s still treated like a content graveyard, where videos go to be uploaded, not discovered.
That’s a missed opportunity.
According to Vidico’s 2025 B2B Video Marketing Report, 70% of B2B buyers engage with video during their purchasing journey, and 52% of B2B marketers agree that video content delivers the highest return on investment (ROI). They’re not just watching product demos, they’re searching for clarity, credibility, and answers.
And YouTube delivers all three.
Why B2B marketers should care
Search-first behavior: Buyers are using YouTube like Google. If your content isn’t optimized for search, it’s invisible.
Format matters: Explainers, walkthroughs, and short-form videos outperform static content, especially when paired with strong titles and timestamps.
Longevity: Unlike social posts, YouTube videos keep working long after they’re published. They build traction over time.
What to do next
If you’re creating content that solves problems, answers questions, or shows how your product works, YouTube should be part of your strategy.
Start with one video. Make it searchable. Make it useful. And make it easy to watch.
SiVA is working on its own video channel to share more insights, strategies, and behind-the-scenes thinking. Watch this space.
In the meantime:
