Consumers are overloaded with content—even in B2B. In a marketing climate this noisy, video is the one sure way to cut through. And due to its multimodal nature, it’s also perfect for repurposing into other formats.

But there are hundreds of tools out there. How do you know which ones will meet your needs? We’ve curated 12 of our favorite video marketing tools for some of the most common cases in a video-first strategy.

Before diving into the details, here's a quick rundown of the best video marketing tools for B2B marketers:

• Goldcast Content Lab: Best for automated video repurposing
• InVideo: Ideal for AI-driven video creation
• Wistia: Robust analytics and lead capture capabilities
• Vidyard: Personalized video messaging and analytics
• Loom: Quick screen recording and sharing
• Vimeo: Comprehensive hosting and customization
• Adobe Express: Versatile video and graphic design tools
• Movavi: User-friendly editing for all experience levels
• Wondershare Filmora: Intuitive editing with premium effects
• Wideo: Animated and live-action video creation
• Biteable: Fast, easy, and effective video making
• vidIQ: YouTube optimization and analytics

A video marketing tool is software that helps you create video content for marketing purposes. It simplifies video creation, editing, and distribution without requiring an in-house production team.

These tools have one thing in common: They're designed to simplify the video production process and make it easier to create and publish captivating videos and experiences.

Knowing the different types of video marketing tools and their use cases can help you choose the best program to accomplish your goals.

• Video editing and production (e.g. Adobe Express, Filmora): Create polished and professional videos like product demos, webinars, and explainer videos.
• Screen and event recording (e.g. Vimeo, Loom): Capture live content for versatile use across platforms; perfect for product tutorials and real-time demos.
• AI-driven video creation (e.g. Goldcast Content Lab, InVideo): Automate elements of production like turning long-form video into social media videos and on-demand content.
• Animation and motion graphics (e.g. Wideo, Biteable): Create animated content to tell your brand's story or explain complex concepts.
• Video hosting and analytics (e.g. Wistia, Vidyard): Distribute and analyze your video content; crucial for tracking engagement and driving lead gen efforts.

Of course, many of today’s video tools have AI-powered elements. Whether it’s auto-generated subtitles or image creation, the top players in the video marketing space are exploring the ways AI can save users time.

Whether you're a seasoned video creator or a total newbie to the world of video marketing, the right tools make all the difference. Some of these options are focused on one task (e.g. animation), and some have generalist appeal.

The best tools are intuitive to use and continue to add features to meet marketers' needs.

Category: AI-driven video creation

⭐Ratings: 4.8 G2 / 4.6 Capterra

For content campaigns in a matter of clicks, Content Lab should be at the top of your list. This tool focuses on content repurposing with long-form video as the starting point. Just import a testimonial or event recording (or better yet, host the event on Goldcast’s event platform) and watch it transform into social posts, key takeaways for the blog, audiograms, conversion-focused follow-up emails, and more.

🛠️ Notable features

• AI-powered repurposing converts long-form content into social video clips, blog posts, and more
• Seamless CRM integration directly links with top CRMs, like Salesforce and HubSpot
• Custom branding lets you tailor visual elements for consistent branding across channels

⚖️ Pros and cons

⚙️ Common use cases

• Social media snippets
• Multimedia blog content
• Branded content for paid media

Category: AI-driven video creation

⭐ Ratings: 4.5 G2 / 4.6 Capterra

InVideo is a versatile video creation platform that lets users create engaging videos quickly without extensive editing skills.

🛠️ Notable features

• AI video generation creates video from a description or prompt
• AI-powered template recommendations suggest the best templates and layouts based on your project type and goals
• Text-to-speech synthesis converts written text into natural-sounding speech for voiceovers
• Smart resizing and reformatting to adjust video dimensions and formats for different platforms

⚖️ Pros and cons

⚙️ Common use cases

• Quick video content
• Instructional videos
• Non-techy marketers creating video

Category: Video hosting and analytics

⭐ Ratings: 4.6 G2 / 4.7 Capterra

Wistia is pretty well-known as a video marketing platform, and for good reason. The company offers a suite of tools for hosting, managing, and analyzing video assets, with an emphasis on security, integrations, customizable content, and analytics.

🛠️ Notable features

• In-depth video analytics provide detailed reports on viewer interaction and retention
• Custom player settings allow you to adapt player visuals and controls to suit your brand
• Integrated lead capture lets you embed forms within videos to generate leads

⚖️ Pros and cons

⚙️ Common use cases

• Lead generation through video
• Detailed engagement analysis

Category: Video hosting and analytics

⭐ Ratings: 4.5 G2 / 4.5 Capterra

Vidyard specializes in personalized video messaging and analytics, offering a unique approach to engaging potential leads and customers. Its robust integration capabilities allow businesses to integrate video content seamlessly into their CRM and digital marketing platforms.

🛠️ Notable features

• Personalized video messaging for individual viewers
• Robust CRM integrations connect to almost any system
• Detailed video analytics provide comprehensive performance breakdowns

⚖️ Pros and cons

⚙️ Common use cases

• Personalized customer engagement
• Lead nurturing through video

Category: Screen and event recording

⭐ Ratings: 4.7 G2 / 4.7 Capterra

Loom simplifies screen recording and sharing, allowing businesses to capture instructional content, briefs, or walkthroughs with ease. It's especially popular for creating quick communication videos, product demonstrations, and detailed tutorials.

🛠️ Notable features

• Instant screen capture tools require minimal setup
• Efficient sharing across teams
• Feedback integration facilitates team input for content revisions

⚖️ Pros and cons

⚙️ Common use cases

• Internal team communications
• Instructional content

Category: Screen and event recording

⭐ Ratings: 4.3 G2 / 4.6 Capterra

Vimeo has been around since 2004, long before AI and video marketing tools were as big as they are today. Their video platform allows users to create videos and adjust quality, create chapters within videos, apply specific branding kits, optimize for search, and more.

🛠️ Notable features

• Advanced SEO tools enhance video discoverability with search optimizations
• Custom branding kits allow intricate customization of video appearance
• Comprehensive hosting options provide a secure and reliable platform for all video needs

⚖️ Pros and cons

⚙️ Common use cases

• Hosting and branding videos
• SEO-driven content

Category: Video editing and production

⭐ Ratings: 4.5 G2

Adobe Express has high-quality video, graphic design, and even web page creation tools. The video tools are user-friendly, with a drag-and-drop editor, branding tools, and a big library of templates, fonts, and other materials.

🛠️ Notable features

• Rich template library gives you access to a ton of customizable templates and fonts
• Integrated design capabilities to combine video editing with graphic design tools
• AI-powered quick edits boost productivity with automated adjustments

⚖️ Pros and cons

⚙️ Common use cases

• Creating marketing campaign materials
• Graphic and video design

Category: Video editing and production

⭐ Ratings: 4.6 G2 / 4.8 Capterra

Movavi offers user-friendly video editing software that allows you to create professional-grade, engaging videos. The company's Video Suite Business is designed specifically for teams across marketing, sales, HR, and more.

🛠️ Notable features

• Drag-and-drop editor simplifies the editing process for beginners
• Export options offer quick rendering for time-sensitive projects
• Effects library provides a wide range of creative visual effects

⚖️ Pros and cons

⚙️ Common use cases

• Quick video edits for social media platforms
• Internal training videos

Category: Video editing and production

⭐ Ratings: 4.4 G2 / 4.5 Capterra

Wondershare Filmora is an intuitive tool you can use to edit state-of-the-art videos. Here you'll also find a drag-and-drop video editor, a library full of readymade effects, filters, and overlays, screen recording functionality, and output options for different platforms.

🛠️ Notable features

• Versatile video editing tools offer professional-grade editing without complexity
• Integrated screen recording captures and edits screen activity seamlessly
• Effects and overlays library includes a wide variety of visuals

⚖️ Pros and cons

⚙️ Common use cases

• Budget-conscious video editing
• Creating shareable content

Category: Animation and motion graphics

⭐ Ratings: 4.3 G2 / 4.0 Capterra

Wideo is a video creation platform that allows marketers to create animated and live-action videos. Its animation tools let you create characters and motion graphics, access stock footage and a music library, and collaborate across teams.

🛠️ Notable features

• Animation tools allow easy creation of animated sequences
• Collaboration-friendly design facilitates team projects with shared editing
• Stock footage library provides access to a vast repository of media assets

⚖️ Pros and cons

⚙️ Common use cases

• Creating animated videos
• Brand storytelling

Category: Animation and motion graphics

⭐ Ratings: 4.4 G2 / 4.1 Capterra

Biteable is an online video maker that promises to drive your target audience to action. With features that work for marketing, ops, L&D, education, and other teams, Biteable provides an extensive template library to start from and allows you to quickly edit your videos without a lot of experience.

🛠️ Notable features

• Extensive template library offers a wide selection for diverse video needs
• Quick editing features allow rapid production of video content
• Multi-functional use for various departments like marketing, operations, and customer support

⚖️ Pros and cons

⚙️ Common use cases

• Quick marketing videos
• Promotional content

Category: YouTube optimization

⭐ Ratings: 4.5 G2 / 4.3 Capterra

vidIQ is a suite of video marketing tools for YouTube creators and businesses that want to uplevel their YouTube videos. The company offers channel and video analytics, as well as SEO tools, competitor analysis, thumbnail and title recs, and influencer marketing tools.

🛠️ Notable features

• YouTube insights dashboard centralizes metrics for channel performance analysis
• SEO and keyword tools support video strategy with robust optimization features
• Competitor analysis features help benchmark against similar channels

⚖️ Pros and cons

⚙️ Common use cases

• Optimizing YouTube presence
• Channel growth strategies

Finding the perfect video marketing tool is about aligning your strategy with your goals. For most B2B marketers, it’s important to look for:

• Ease of use so you can start generating ROI right away
• A balance between simplicity and versatility—not so simple that you can’t accomplish your goals, but not so complex that the learning curve is a barrier to use
• The ability to repurpose video into a variety of multimodal content formats
• Integrations that allow easy distribution across your channels
• Analytics that tell you which videos did well so that you can continue to iterate and refine your video marketing strategy

Whether you're repurposing event content, optimizing your YouTube presence, or personalizing video messaging, there's a tool uniquely suited to your needs. Dive in, experiment, and watch your marketing efforts soar! 🚀

Find out firsthand why companies like Mailchimp, Uber, and 6sense use Content Lab to simplify their video content creation process. Create your free Content Lab account to try it now.