Analysis: B2B social media ads among most-watched
September 30, 2026



Analysis by social media marketing company Billo shows that B2B ads are often more watched than B2C ones. In an analysis of more than 88K Meta video ads, B2B posted a 28.7 per cent hook rate (the share of viewers who kept watching past an ad’s opening seconds). The only category that showed better results was Toys & Games (28.8 per cent hook rate).

Furthermore, in March, the B2B category hit 33 per cent, the highest monthly hook rate any category recorded.


“B2B being too dry for social video is one of the most expensive assumptions in marketing, and the data just doesn’t back it up. B2B ads held attention better than almost every consumer category we tracked this year. It just takes a longer time for B2B videos to convert. B2B clients watch ads and come back weeks later once the budget clears, or a team signs off. And brands that misread this as a failure are missing their opportunities to earn,” commented Donatas Smailys, co-founder and CEO of Billo.

Most visual categories fell behind

The product types traditionally seen as most suited to video were not the ones that held attention best. Apparel & Accessories and Electronics, two of the most visual categories in the dataset, stayed below the cross-industry average (25.44 per cent) in all six months, at 22.9 per cent and 22.2 per cent.

Categories with little to put on screen moved the other way. B2B stayed above the cross-industry average every month, and in March it reached 33 per cent, the highest any category reached in any month.

“Being easy to film isn’t the same as being worth watching. When every ad in a category opens on the same product shot, viewers scroll past all of them. B2B brands can’t lean on the product, so they have to open on the problem or the person, and this year that paid off,” added Smailys.