Visual Storytelling and Video Dominate the B2B Funnel in 2025

The age of blog-heavy strategies is giving way to a new era of visual storytelling, where video, infographics, and thought leadership pieces are becoming the engines that move prospects down the funnel — from discovery to decision.

According to recent survey data, video (16%) remains the most effective content format for achieving marketing goals, followed closely by visual content such as infographics and data visualizations (15%), thought leadership blog posts (14%), and case studies (14%).

This near-tie across top-performing formats reveals a crucial insight: there’s no single silver bullet for engagement anymore. Instead, marketers are building content ecosystems — blending educational storytelling, data visuals, and proof-driven assets — to connect with different stages of the buyer journey.

For top-of-funnel awareness, video continues to outperform due to its immediacy and emotional pull. Mid-funnel engagement thrives on thought leadership blogs and data visualizations, which educate while establishing brand authority. And at the bottom of the funnel, case studies and research-backed reports seal the deal by demonstrating tangible ROI.

Interestingly, adoption patterns differ by seniority: Directors and managers are more likely than CMOs to lead the charge in leveraging these high-impact formats. That suggests a shift toward execution-driven decision-making — content strategy is increasingly being shaped by the practitioners closest to audience data and campaign performance.

The Future of Content: Doubling Down on What Works

Looking ahead, marketers are not just sticking with video — they’re scaling it. About two in three current video users (65%) plan to increase their use of the format in the next year, ensuring it remains the dominant content type for B2B brands in 2025.
 

The trend doesn’t stop there: influencer content (61%) and case studies (60%) are also set to rise sharply, showing how B2B teams are blending credibility with relatability. These investments reflect a deeper understanding of what builds trust in a long buyer cycle — real people, real results, and real insight.

Meanwhile, visual content and thought leadership (both 56%) are expected to maintain momentum, reinforcing the value of thought-provoking, visually digestible storytelling. Even formats once considered niche, like livestreams (52%) and podcasts (49%), are climbing as marketers diversify engagement channels.

This evolution marks a broader shift from static content calendars to dynamic, multimedia funnels that meet audiences where they are — visually, contextually, and emotionally.

Takeaway

The data paints a clear picture: B2B content strategies are evolving toward depth, diversity, and design. Video leads the charge, but its strength lies in being part of a balanced mix — one that combines storytelling, data, and social proof.

For marketers, 2025 is the year to invest in content formats that educate, humanize, and visualize — because that’s what truly drives engagement through every layer of the funnel.