B2B video's social turn
- A social post claimed 59% of B2B leaders prioritise video for brand building and promoted a cost-effective enterprise video platform. - Faire’s Store•ied campaign won two Webby Awards in the B2B Social Campaign category, including a People’s Voice award. - These signals show B2B creative is being judged by social-native distribution and merchant-centred storytelling, not just traditional brand films (x.com/chiprosales/status/2046732868634673649, tipranks.com)
B2B video is being judged more like social media now than like a corporate brand film. Faire’s “Store•ied” won both the Webby Award and the People’s Voice Award in the 2025 B2B Social Campaign category. (webbyawards.com) The Webby Awards created dedicated B2B marketing honors with LinkedIn in 2023, including a platform-agnostic B2B Social Campaign category for social work promoting business products and services. That put B2B campaigns into the same awards logic as internet-native creative, not just trade marketing. (webbyawards.com) The People’s Voice side of that system is decided by public voting, while the standard Webby is selected by judges. In 2026, the Webby Awards said voting ran from March 31 through April 16 and winners were announced on April 21, showing how social distribution and audience response are built into the awards process. (webbyawards.com) That framework helps explain why merchant-led storytelling is showing up in B2B campaigns. Faire runs a wholesale marketplace for independent retailers and brands, so a campaign built around store owners and their stories fits the product’s buyers as well as the social feeds where those buyers spend time. (faire.com, faire.com) Industry research points the same way. Content Marketing Institute said its 2026 B2B trends report surveyed 1,015 B2B marketers and found the strongest teams were leaning on marketing fundamentals rather than simply producing more content. (contentmarketinginstitute.com) HubSpot’s 2026 State of Marketing report said social media, email, websites, and blogs still matter, but brands now need more channel-specific content to stand out. The same report said 35.08% of marketers are repurposing content across channels and 46.84% are creating content that reflects brand values. (blog.hubspot.com) HubSpot’s 2024 video marketing report also said social platforms are putting video at the center of their feeds, and 73% of surveyed video marketers said video helps them reach overall business goals. It found engagement, including likes and comments, was the most important video metric for respondents. (blog.hubspot.com) HubSpot’s 2026 report framed the pressure more bluntly: AI is now baseline, and differentiation comes from a clear brand point of view and human-led creativity. That leaves B2B marketers chasing video that can travel on social platforms, carry a distinct voice, and still explain a business product clearly. (hubspot.com) The shift is visible in the awards language itself. The Webby category for B2B social campaigns is defined around internet distribution, and the People’s Voice structure rewards campaigns that can mobilize audiences in public, not just impress procurement teams in a pitch deck. (webbyawards.com, webbyawards.com) So the current B2B video brief looks narrower and harder at the same time: make something native to feeds, credible to business buyers, and strong enough to win both judges and voters. Faire’s Webby result is one of the clearest recent signs that this is now the bar. (webbyawards.com)
