Everything You Wanted to Know About B2B Video Marketing
If you want to increase engagement and sales with your B2B audience, learn how to use B2B video marketing and boost your ROI.
Yesterday Arthur Rowley covered using Twitter as a platform for B2B Sales, today we’re going to look at the best form of content to boost ROI on your B2B marketing efforts — Video.
Video marketing has grown in popularity in recent years and has shown how useful videos can be in the B2B domain. Statistics indicate that 70 percent of marketers think videos demonstrated a good ROI in 2021.
B2B video marketing is part of content marketing that includes planning, producing, and distributing your content with your B2B audience in a video format. These video forms may include video on social media, webcasts, video podcasts, live streaming, etc.
According to the latest B2B video marketing statistics, 24% of marketers selected training videos, 24% selected promotional videos, 14% used demo/explainer films, 14% were live streams, 12% decided on customized videos, 10% opted for how-to videos and 2% selected videos that demonstrated the unique customer onboarding process.
Now you know the choices, let’s have a look at the impact! Here are 6 critical B2B video marketing facts that can help businesses in getting a clear perspective of videos in the B2B space. Let’s get right to it!
6 Critical Video Marketing Facts from the B2B Domain
1. 82% B2B Videos are Viewed on Desktops
Though it is true that mobile video viewers are on the rise, studies indicate that desktop watching still prevails over video views from mobile devices.
Specifically, 89% of business-related videos have been watched on computers, with just 11% on mobile devices. Platforms such as Instagram’s IGTV for individuals who want viewers to watch videos on their phones and businesses are using a new technique.
However, studies also demonstrate how important it is to ensure that your marketing team does not concentrate too much on video for mobile consumers.
You may even wish to take advantage of the fact by producing films that are more stunning when watched on bigger displays or include minute features that viewers may not even notice – or at least fully appreciate on smaller screens of mobile devices.
2. B2B Videos are Mostly Viewed on Weekdays, not Weekends
It is probably no surprise that just seven percent of the B2B video views happen on Sundays and this figure is just one point higher than the view metrics of Saturday. By comparison, 18% of views took place on Tuesdays, Wednesdays, or Thursdays.
You may think that since individuals typically spend more free time on weekends than on the weekdays, they are going to utilize it to watch B2B movies, which usually is not the case.
If you have a team of video content marketers working on weekends, it’s not optimal that they publish the material during those hours. Instead, they should ensure that the films are ready for optimum viewing potential by Thursday at the latest.
3. The Frequency of B2B Video Posts Has Increased
A study revealed that an organization produced an average number of videos of 377, equivalent to more than one video every day throughout one year. Notably, last year’s average estimated amount was just 293, showing a considerable increase.
The increase implies that businesses choose to experiment with video content more. Although companies may have previously delivered text-based information, they presumably realize that in certain instances videos provide a higher value.
4. Company Revenue is no Longer a Video Publishing Barrier
The Business Benchmark Report looked at the number of videos produced each month as a result of yearly revenues from a business. Not unexpectedly, businesses with average revenue of $1 billion+ published an average of 30 videos every month.
One thing you can not anticipate, however, is that businesses with the lowest spectrum or those with yearly sales of less than $5 million produced only one fewer video.
Some smaller businesses may believe that an income shortfall is an unwanted impediment that prevents consistent publication objectives from being achieved. The study reveals however that this is not the case, since the smallest enterprises only publish one video fewer than those with the highest income.
If you are part of a business where the budget is an issue, try developing a video mix with higher and lower production expenses so that you may continue to use compelling video content to market your brand without spending too much money.
5. Product-related B2B Videos are Popular
It’s simpler for many individuals to understand the worth of something if they can see it on a screen rather than just looking at diagrams or reading written instructions.
If you attempt to sell a product that provides excellent functionality or needs a specific user-friendly procedure, a movie may help you emphasize it. This approach will increase customer satisfaction since your user base is less confused.
Furthermore, if your enterprise has not already utilized video material as a promotional technique and you do not know where to start, data indicates that you go no farther than your products – at least first. And if everyone creates product videos, emotionally distinguish your business, too.
6. 75% of B2B Videos are less than 2 Minutes Long
Data indicates that 75% of B2B videos are less than two minutes long. In addition, 54% of the videos examined for this research were timed at or below 60 seconds.
This argument indicates that marketers take notice of the short lengths of attention and realize that they must be as succinct as feasible. They also realize that many videos are quite brief and seek to adapt their material appropriately.
If you want to create a lengthier film, consider instead the benefits and disadvantages of producing a shorter video or divide the material into a series that you can post over many weeks.
Conclusion
The six facts highlight the considerable development and strong adoption rates among companies who utilize videos for sales and marketing. Substantial changes between this year and previous show, furthermore, that user requirements too have evolved rapidly.
If your business has not yet embarked on this approach, it’s time to begin. And if you haven’t already made it to the highlands of B2B video marketing, the best time to begin would be now!
