We already know that video content is one of the most effective tools marketers and business owners can harness to attract prospects, convert customers, build relationships with them, and increase brand engagement in a B2B environment.
However, a genuinely optimized video marketing strategy has to be built on research-backed benchmarks and data that lets you identify new opportunities and evaluate the success of a campaign.
So, to help with that, we are going to break down some relevant video marketing stats that can prove helpful for anyone looking to make the most out of their video marketing content on a B2B setup.
Video Is Here, and It's Here to Stay
Despite the growing popularity of video content, many might still debate the merits of focusing on and investing in video. The data, however, strongly demonstrates that the new consumer preferences are geared toward video, especially in the last few years. Let’s check out some interesting stats:
1. 96% of users increased their online video consumption in 2020 alone.
There are a few reasons behind this trend. The first one is that people are more likely to pay attention to video than any other format as long as the content is engaging. Moreover, the demand for this type of content keeps growing at a rapid pace.
2. 78% of people according to studies watch videos every week.
Another 55% of those do it on a daily basis. But the most impressive numbers are those that show that 54% of consumers demand more video content this year, on top of what they’re already watching.
3. 54% of viewers claim they wish to see more videos from brands and businesses they support.
There should be no doubt that video content in 2021 is perfectly poised as one of the best approaches you should leverage in your B2B marketing strategy. Especially to communicate and engage with both existing clients and potential new customers.
Video Provides Positive ROI
Even if video content is popular, everything ultimately comes down to the return on investment (ROI). After all, your B2B video marketing strategy aims to achieve specific goals that can range from closing sales to increasing engagement and brand awareness, improving conversion rates, and so on.
4. 84% of consumers reported having purchased a product or service after watching a branded video.
But how can you be sure you’re investing in the right medium? Even if generating sales is not the specific goal of your video campaign but you’re looking to increase engagement with your customers instead, you’ll be happy to know that Buffer found that video performs better than any other type of content, allowing 59% more engagement.
5. 87% of B2B marketers agree that video marketing provides them with positive ROI.
A properly planned video marketing strategy can definitely deliver positive ROI; you just need to have your goals clear and develop the right kinds of videos to get you there.
Most Effective Video Marketing Types
The benchmarks support the growing popularity of videos and the reasons behind it, but what about video content trends? How can the stats help you create an effective video campaign?
A 2020 study analyzed which types of video content were more prevalent in B2B communication, and the results showed that product videos were the most widely used, closely followed by how-tos, explainers, and webinars.
6. 94% of people watch explainer videos to understand a product, service, brand, or business better.
This probably comes as no surprise because by combining these videos, businesses can guide prospects throughout the whole customer journey, helping them make a buying decision confidently and almost effortlessly. According to the same Hubspot report, 84% percent of people who watched these videos were convinced to make a purchase.
Product videos, how-tos, explainers, and webinars are the type of videos your B2B marketing strategy should focus on, as they’re powerful tools to explain to prospects who you are, what you offer, and how you can help them.
Optimal Video Length for Audience Retention
Every B2B marketer knows that retaining your audience’s attention is crucial for video campaigns to be effective. If viewers drop off after the first few seconds, you won’t be able to get your message across.
7. 68% of consumers watch a video until the end as long as it’s less than a minute long.
Moreover, according to that Vidyard report, that percentage drops by 18% when the content is 61 to 120 seconds in length. According to them, this trend has been going on strong since as early as 2015.
8. 33% of people will stop watching a video after 30 seconds, and 60% will do so by two minutes.
These numbers above show that shorter videos provide better retention rates. So, you should focus your marketing campaign on creating concise, straightforward content if you want your potential B2B clients (company shot-callers) to stick with you long enough to be convinced.
Video and Social Media Go Hand in Hand
It’s well known that video performs incredibly well on social media platforms. That’s because these channels are a wonderful place to expand your reach, improve traffic, boost brand awareness, and promote your products and services, among many other B2B marketing goals.
9. 93% of businesses claim to have landed a customer thanks to a video posted on social media.
But where, exactly, should you upload your videos to? After all, each platform has its own unique identity and format when it comes to video content. While there are indeed many social media platforms, it’s important to focus on where your customers and prospects are hanging out, eager to consume video content.
10. Facebook is the most popular channel to post video content for marketers at 81.2%, followed by YouTube at 62.9%.
These are two main platforms where you should start with depending on your target audience, especially if you’re looking to reach a wider audience. What’s more, having your content on these two platforms increases its chance of going viral!
With video having a significant influence on customer decisions and social media platforms offering a huge user base already willing to watch, there's no doubt about the synergy between video content and social media.
Build Your B2B Video Marketing Strategy
Many people would probably find stats boring, but they can actually be incredibly helpful to guide your B2B video marketing strategy.
By following video consumer trends and preferences that are backed by hard facts and figures, you can confidently build the best approach for your marketing goals.
So, what are you waiting for? Go plan your B2B video strategy and start reaping the incredible benefits!