11 reasons why video is important for B2B
Video marketing is fast becoming the top marketing strategy for B2B companies. Here's 11 reasons why.
1. Follow the crowd
According to a 2021 survey, 86 per cent of businesses use video and 93 per cent of marketers who do so see it as an important part of their marketing strategy (Source: Wyzowl). Cisco estimates that by 2022, 82 per cent of all created content will be video.
2. People like watching videos
Sixty-six per cent of people said they would prefer to watch a short video to learn about a product or service, while just 18 per cent would prefer to read a text-based article, website, or post (Source: Elite Content Marketer). That includes executives: 59 per cent of executives agree that if both text and video are available on the same topic, they are more likely to choose video (Source: Small Biz Trends).
3. It is memorable
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text (Source: Insivia).
Covid-19 has increased the consumption of video content. For example, over the last 12 months, video views have grown 220x on Twitter (Source: Twitter). People have more time on their hands at home and video has become more accepted as an alternative to face-to-face interaction. As people’s home and work lives have become increasingly interwoven, B2B firms have had to adopt B2C tactics, including video, to compete for viewers’ attention.
5. Creating video is getting cheaper and easier
It doesn’t have to be expensive – short video clips can be made using platforms such as Lumen5, Typito, Canva and Biteable. Formats that won’t break the bank include slideshow videos, livestreaming, blogs and demos. Pro tip: including “outtakes” at the end of the video, in which speakers mess up their lines or let their guard down, can make the footage more engaging and authentic.
6. Video conveys personality
People buy from people, and a video communicates your brand and personality far better than text alone.
7. It attracts and converts website traffic
Including a video on your landing page can boost your conversion rate by up to 80% (Source: Unbounce), while 78 per cent of marketers saw more website traffic after using videos (Source: Renderforest).
8. Strong ROI
87% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Source: HubSpot).
9. Video offers a range of options
The three most popular types of videos are webinars, demos, and social media videos (Source: Vidyard). Other possibilities include customer testimonials, case studies, behind-the-scenes videos and thought leadership on trending topics.
10. It works throughout the buyer's journey
70 per cent of buyers watch videos at every step of the buyer’s journey (Source: Google).
11. It doesn't have to be boring just because it's B2B
Check out these Caterpillar and Volvo Trucks videos.
Read more: Using photography in digital marketing to build your brand.