Alphanote Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President: Kazuyuki Kawabata; hereinafter "Alphanote"), provider of the video production and video content service "Muvivsaku (https://mvsk.jp/)", announces the results of a survey on video marketing conducted among 500 marketing professionals at B2B companies who are currently implementing video marketing initiatives.

[2026 Edition] Survey on the Current State of Video Marketing in B2B Companies

▼ Full survey details are available at the link below.

https://mvsk.jp/column/research-report-20260610-btob-video-marketing

Survey Summary

60.6% of B2B companies reported positive results from using video

60.6% of B2B companies reported that video use had been effective

The top specific benefit of video use was "increased attendance at exhibitions and events"

The top video type companies plan to produce in the coming period is "videos for YouTube and social media"

Survey Background

Video marketing is becoming increasingly common among B2B companies. Beyond website ads, social media, and corporate websites, video is being used in exhibitions, sales activities, customer support, and other areas, with applications expanding year by year.

At the same time, Muvivsaku frequently receives inquiries from companies wondering, "In what situations should video be used?", "What level of budget is required?", and "What actual results can be expected?"

To address these questions, this survey was conducted among 500 B2B marketing professionals to examine current video usage scenarios, budgets, effectiveness, and future production plans. We hope these findings serve as a useful reference for companies considering video marketing.

Survey Overview

Survey Title: Survey on the Current State of Video Marketing in B2B Companies

Method: Online survey

Survey Period: June 9–10, 2026

Target: Marketing professionals at B2B companies currently implementing video marketing

Valid Responses: 500

Most Common Video Use Case: "YouTube and Social Media"

In what contexts are B2B companies using video for marketing?

When asked "In what contexts are you using video? (multiple answers allowed)" (n=500), responses were: "YouTube and social media" (48.6%), "web advertising" (46.0%), "corporate website content" (31.4%), "exhibitions and events" (23.0%), "company/service introductions during sales meetings" (20.0%), "webinars (live and archived)" (19.0%), "customer case studies (e.g., customer interviews)" (17.6%), "existing customer support (e.g., manuals)" (17.2%), and "other" (10.0%).

Most Important KPI: "Views and Impressions"

What is the most important KPI in B2B video marketing?

When asked "Which KPI do you prioritize most? (up to three answers)" (n=500), responses were: "views and impressions" (41.6%), "website click-throughs" (36.0%), "conversions (document requests, inquiries)" (32.2%), "number of sales meetings or qualified leads" (21.4%), "orders and sales revenue" (21.4%), "reduction in churn rate" (5.0%), and "no specific KPI set" (18.2%).

Most Common Video Production Budget: "Under 100,000 JPY per video"

What is the typical budget per video in B2B marketing?

When asked "What is your typical budget per video?" (n=500), responses were: "under 100,000 JPY" (28.4%), "100,000–300,000 JPY" (16.4%), "300,000–500,000 JPY" (23.0%), "500,000–1,000,000 JPY" (18.8%), "1,000,000–3,000,000 JPY" (8.0%), and "3,000,000 JPY or more" (5.4%).

60.6% of Companies Reported Positive Results from Video Use

How effective has video use been?

When asked "How effective has video use been?" (n=500), responses were: "exceeded expectations" (14.0%), "somewhat effective" (46.6%), "not very effective" (19.8%), "not effective at all" (5.6%), and "don't know" (14.0%).

Top Benefit of Video Use: "Increased Attendance at Exhibitions and Events"

What specific benefits have B2B companies seen from video use?

When asked "What benefits have you seen from video use? (up to three answers)" (n=500), responses were: "increased attendance at exhibitions and events" (35.0%), "improved product understanding during sales meetings" (32.4%), "increased inquiries and lead generation" (30.6%), "higher meeting conversion rate (appointment rate)" (23.8%), "higher order/conversion rate and shorter decision-making period" (17.0%), "easier internal approvals and reduced lost deals" (8.0%), "reduced support workload for existing customers" (7.8%), and "other" (13.4%).

Top Planned Video for Future Production: "Videos for YouTube and Social Media"

What types of videos do you plan to produce in the coming period?

When asked "What videos do you plan to produce in the coming period? (multiple answers allowed)" (n=500), responses were: "videos for YouTube and social media" (40.8%), "web advertising videos" (34.4%), "corporate website videos" (33.8%), "exhibition and event videos" (24.4%), "webinar and know-how explanation videos" (17.4%), "company/service introduction videos for sales meetings" (15.2%), "customer case study videos (e.g., customer interviews)" (12.4%), "existing customer support videos (e.g., manuals)" (10.0%), and "no plans for future production or enhancement" (16.0%).

Conclusion

The survey results show that B2B companies are using video across multiple channels, including YouTube, social media, web advertising, and corporate websites. It is also evident that companies are focusing not only on views and click-throughs but also on KPIs tied to business outcomes such as conversions and sales meetings.

While the most common budget per video is under 100,000 JPY, a significant number of companies are allocating 300,000 JPY or more, indicating strategic budget adjustments based on purpose and use case. Furthermore, 60.6% of companies using video report tangible benefits, particularly in areas such as "increased attendance at exhibitions and events" and "improved product understanding during sales meetings," demonstrating video's role in supporting sales and marketing activities.

Looking ahead, "videos for YouTube and social media" are the top type companies plan to produce, reflecting growing investment in video content for ongoing online outreach. It is clear that for B2B companies, video has evolved beyond mere brand awareness to become a vital marketing tool supporting lead generation, sales, and customer support.

Supervisor Profile

General Manager, Video Business Division

Yuya Funaki

Born in 1986 in Chiba Prefecture. After graduating from university, worked in new client acquisition sales and new business planning at a financial services company. Launched the video production service "Muvivsaku" as a new venture and currently serves as both General Manager of the Video Business Division and Director. With experience directing over 300 videos for more than 100 companies, he actively shares industry insights and best practices.

▼ Detailed profile of author and supervisor

https://mvsk.jp/adviser/funaki

Reproduction and Citation Guidelines

If reproducing or citing content from this survey, please observe the following:

Clearly state that the source is "Muvivsaku" or "Alphanote Co., Ltd."

Include a link to the original article page: https://mvsk.jp/column/research-report-20260610-btob-video-marketing

About Muvivsaku

"Muvivsaku" embodies the idea of quickly and easily solving corporate video production challenges. The service is designed to help even first-time clients produce high-quality video content efficiently and with confidence.

From concept development to filming and editing, Muvivsaku offers end-to-end support, providing tailored video solutions for corporate introductions, recruitment, service promotion, anniversary celebrations, and more. Let Muvivsaku help you create compelling videos that highlight your company's strengths and enhance your brand and recruitment efforts.

● Learn more about the video production service "Muvivsaku"

https://mvsk.jp/

● Contact us

https://mvsk.jp/contact_hp

[Company Overview]

Company Name: Alphanote Co., Ltd.

Headquarters: 12F, Sumitomo Realty Shinjuku Oak Tower, 6-8-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo

President and CEO: Kazuyuki Kawabata

Founded: July 2004

Capital: 100 million JPY

Business Activities:

・Video production (https://mvsk.jp/)

・Video content production

・Video marketing

・Video consulting

・Credit card payment processing (https://www.alpha-note.co.jp/)

・Credit card merchant acquisition services

・Credit sales business

・Lending business

・Consulting services related to the above

・LINE Official Account setup services (https://al-base.jp/)

FACT BOX

  • Source: PR TIMES
  • Category: Survey