B2B VIDEO MARKETING STATISTICS

According to B2B buyers, video is the most effective content format for raising awareness of business-related issues and investigating and contrasting potential solutions.

No doubt. B2B video marketing is a powerful tool to drive brand awareness, generate leads, and boost sales. 

With the rise of video consumption, it’s no surprise that B2B marketers turn to video to engage their audience. 

According to recent statistics, 88% of marketers say video is integral to their marketing strategy. 87% of marketers can attribute sales back to their video marketing efforts. 

This article will explore the latest B2B video marketing statistics and trends to help you create a successful video marketing strategy for your business. 

Key Statistics on B2B Video Marketing

  • 87% of B2B marketers integrate video into their marketing strategies.
  • 93% of B2B buyers say video is vital in building trust in a brand.
  • In the last three months, 88% of B2B buyers surveyed have watched videos to learn about a company’s products or services
  • 51% of B2B decision-makers use YouTube videos to research purchases.
  • 87% of business-related video views still happen on desktops or laptops.
  • According to 69% of content marketers, video will be the most popular marketing investment in 2024.
  • 85% of businesses say video is vital in their content marketing efforts.
  • B2B marketers are experiencing a 49% faster revenue growth rate than their video-shy counterparts.
  • 91% of people say they want to see more brand online videos.
  • 83% of video marketers claim that short videos help with lead generation.

General B2B Video Marketing Statistics

1. According to research, viewers retain 95% of a message when they watch it in a video compared to just 10% when reading text. 

(OFFEO)

Videos are a more effective way to communicate information and ideas. Videos also have a higher click-through rate and are shared more often than links and text combined. 

Creating exciting and informative videos from the beginning is essential to keep viewers engaged. 

2. 80% of marketers used video in their non-paid advertising campaigns; they used it for internal communications, traffic generation, and lead generation, above all else. 

(LinkedIn)

This statistic shows that most marketers adopt video content in their marketing strategies. 

Video content drives engagement, capturing attention more effectively than text or static images. Videos allow marketers to tell compelling stories, creating a more emotional connection with the audience.

For internal communications, videos convey messages more engagingly. This makes it easier for team members to understand and remember information.

3. Currently, 81% of businesses use video for marketing. 

(Neighbourhood)

This trend is driven by the positive return on investment (ROI) that video marketing provides. With 92% of video marketers reporting a positive ROI and 87% stating that video directly impacts sales. 

The widespread adoption of video marketing is also attributed to the increasing understanding of using video and tracking its impact. 

4. Video is a crucial component of any marketing plan, according to 96% of marketers. 

(Hubspot)

Video marketing is a crucial part of any marketing strategy, as it improves SEO, boosts conversions and sales, and is effective for lead generation. 

Videos are more engaging, reach a broad audience, and can help potential buyers understand a product, ultimately contributing to a brand’s success.  

5. 87% of B2B marketers integrate video into their marketing strategies. 

(Gumlet)

Using videos can engage decision-makers and potential clients and convey complex information more digestibly and compellingly.

For example, most B2B marketers use video content to explain intricate products or services, showcase testimonials, or provide in-depth insights.

6. Around 95% of B2B buyers and researchers engage with videos during their purchasing journey. 

(Spiceworks)

This preference for video content is powerful when learning about a complex product or service.

Incorporating video into B2B marketing strategies is essential for effectively engaging B2B buyers and influencing their purchasing decisions.

7. 52% of B2B marketers say video is the content type with the best ROI. 

(Lakeone)

8. 85% of B2B marketers say video is an effective way to get online attention.

(Digitalmarketer World)

Video is an effective way to get attention online, especially for B2B organizations looking to optimize their brand messaging for a word.

Video marketing provides B2B marketers with improved analytics that can help them optimize their campaigns. 

Because Videos are easily consumable and engaging, they can assist B2B marketers in delivering helpful information by attracting attention and creating awareness. 

9. 80% of B2B marketers measure the success of their video marketing efforts through engagement metrics, such as views, likes, and shares. 

(LinkedIn)

10. 70% of marketers have expressed that video marketing provides a higher ROI than static images. 

(LinkedIn)

Video content tends to outperform static posts on social media, making it more visible in feeds, which allows businesses to stand out digitally. 

Most marketers believe that video marketing offers a higher ROI than static images, which can drive brand awareness, engage the audience, and lead conversions.

11. According to a recent study by HubSpot, video marketing is a top priority for B2B businesses. 

(Hubspot)

In the survey, 81% of companies allocated their marketing budget solely to video, with more than half expecting to increase it in 2022.

So, in simple terms, video content works, and more businesses are investing in it. 

The same survey shows that 41% of marketers admit that the overall ROI from the video content is high.

Also, 32% say that video content ROI is far better than other types of content. 

12. B2B marketers are experiencing a 49% faster revenue growth rate than their video-shy counterparts. 

(Gumlet)

B2B video marketing is essential for increasing conversions, building credibility, and raising brand awareness. 

They demonstrate mastery in a particular subject or area, proving your authority and leadership.

13. LinkedIn is the top B2B social media platform for video marketing, with 87% of B2B marketers publishing videos on it. 

(Testimonial Hero)

14. B2B video use in email campaigns leads to 2-3 times higher click-through rates. 

(Hubspot)

According to Campaign Monitor, a video in your initial email campaign can boost click rates by 96%. 

The average email click rate is about 2.69%, but including a video (or link to a video) in your email can boost CTRs up to 65%. 

15. Relevant embedded video content can increase conversions by 86%. 

(Hubspot)

It could be a game-changer if you want more visitors to take action on your site, whether making a purchase or adding a video. 

Videos are a powerful way to engage your audience and make your product or service more appealing. 

They help you communicate more effectively, create an emotional connection with your visitors, and keep them engaged on your page. 

16. 64% of customers say watching a video makes them more likely to buy. 

(Digitalmarketer World)

17. In a survey, 69% of respondents projected they would invest in video content marketing in 2024. 

(Statista)

B2B marketers are expected to use video more creatively, such as posting short clips natively on platforms to attract new subscribers to their content. 

This trend reflects the evolving expectations of B2B customers seeking more engaging and personalized video experiences when making decisions. 

18. Video in the ad campaign gives a 34% increase in conversion rate. 

(Explain. ninja)

19. Statista report shows that video ad spending in the U.S. will increase by 46.51% between 2023 and 2028. 

(Statista)

The increase means the total ad spend for video campaigns will amount to $112.77 billion by 2028. 

This means that video advertising is becoming increasingly popular and influential in reaching consumers. 

B2B Video Marketing Return On Investment (ROI) 

20. 87% of marketers say video brings them a good ROI. 

(Levitate)

According to Wyzowl Research, video has boosted key performance indicators (KPIs) like traffic, leads, and sales. This has led to an increased recognition of the importance of videos among marketers. 

21. 81% of marketers say video has helped them directly increase sales. 

(Levitate)

22. Videos can increase landing page conversion rates by 80%. 

(Saleslion)

23. 94% of marketers say that video has helped them increase their understanding of products or services. 

(LinkedIn)

24. 83% of video marketers claim it helps with lead generation. 

(Singlegrain)

25. Recent report shows that Financial Services companies are creating the most videos, with an average of 934 videos per company. 

(Vidyard)

High Tech companies are also jumping on the video train, with an average of 917 videos per company. Then, Educational and Public services make an average of 634 videos per company. 

26. 29% more videos were created in 2023. 

(Vidyard)

Also, 72% of marketing videos are user-generated and most (53%) are short, i.e. between 2 to 4 minutes long.

The Power Of Video In The B2B Buyer’s Journey

27. In the last three months, 88% of B2B buyers surveyed have watched videos to learn about a company’s products or services. 

(Brightcove)

Videos assist B2B buyers in identifying business problems, building trust in a brand’s offerings, and sharing information with others involved in the purchase decision. 

Videos help businesses simplify complex concepts, engage prospects effectively, and guide them toward purchase decisions.  

28. 95% of B2B buyers say video plays an important role in moving forward with a purchase

(Brightcove)

29. 93% of B2B buyers say video is important in building trust in a company’s ability to deliver on its promises. 

(Brightcove)

Video content is crucial in the B2B buyer’s journey, as it helps share information, engage prospects, and move them toward purchase decisions.

Therefore, having the right video marketing strategies and following best practices is essential to effectively engage B2B buyers and build trust in a brand’s offerings.

30. According to B2B buyers, video is the most effective content format for raising awareness of business-related issues and investigating and contrasting potential solutions. 

(Brightcove)

31. 93% of B2B buyers say video is vital in building trust in a brand. 

(Brightcove)

This emphasizes the significant role of video content in the B2B buyer’s journey, from creating awareness of business challenges to researching and comparing solutions.

Also, video content helps make complex topics more exciting and easier to understand, thus building trust and awareness of a brand’s offerings. 

32. According to 65% of all B2B customers polled, video is the most helpful information as they look into these potential solutions. 

(Brightcove)

33. 83% of B2B buyers would tour a product via video over written format instead. 

(Brightcove)

This preference is driven by the effectiveness of videos in simplifying complex concepts, engaging prospects, and building trust in a brand’s offerings.

The top types of videos watched by B2B buyers include educational videos, webinars, brand stories, etc. 

34. 81% say they prefer to see an explanation of a complex product or service in video format. 

(Brightcove)

35. 97% of recent video viewers say that they would be more receptive to sales communication from a business after consuming their video content. 

(Brightcove)

Video content’s immersive nature deeply engages consumers in their passions and interests, making them more receptive to brand messages.

Digital distribution allows for more targeted advertising, increasing the likelihood of the right message reaching the right audience. 

36. 92% of executives prefer to be introduced to a sales representative via video over written communication. 

(Brightcove)

37. Over half of B2B buyers (52%) prioritize interactivity features such as links to other content regarding elements included in a business-related video. 

(Brightcove)

Interactive elements can speed up prospect evaluation, provide insights into video performance, and help optimize video strategy by evaluating pipeline velocity and values. 

This can assist businesses in guiding potential customers through their products and services more effectively. 

38. 44% of B2B buyers say video quality matters as they navigate their buying journey. 

(Brightcove)

39. 97% of B2B buyers find video content and valuable communication in the postpurchase stages of their buying journey. 

(Brightcove)

The vast majority of business buyers believe that videos are valuable after they purchase. 

They find videos helpful for tasks such as learning how to use a product or service, troubleshooting, and sharing information with colleagues.

How Customers Interact With B2B Video Marketing

40. 72% say they’d instead use video to learn about a product or service if it is on a page alongside text. 

(Smartinsight)

There is a strong inclination towards visual learning and the effectiveness of video in conveying information about products and services. 

Several tools and platforms are available to create and edit videos, such as Edpuzzle, Descript, InsertLearning, and Animoto.  

41. 87% of business-related video views still happen on desktops or laptops. 

(Smartinsights)

This indicates that most people watch business-related videos on traditional computers rather than mobile devices or other platforms. 

This could be due to the need for a larger screen, more processing power, or a full keyboard for work-related tasks. 

42. 22% of business video views happen on Thursdays. 

(Smartinsights)

43. In 56% of cases, a webinar is the preferred video content type for businesses. 

(Smartinsights)

This is because webinars are an effective way to engage and educate audiences. They allow businesses to showcase their expertise, interact with potential customers, and generate high-quality leads. 

44. 68% of people will watch a full video if it’s a minute long or less. 

(Smartinsights)

Social Media Platforms in B2B Video Marketing

45. 93% of companies say that a social media video they released helped them get a customer. 

(Agility PR)

46. 51% of people are likelier to share videos with friends than any other type of content. 

(Semrush)

Videos are often shared more than any other type of content due to their emotional impact, engagement, and relatability. 

Research has shown that strong positive and negative emotions significantly influence video-sharing behavior on social media platforms. This leads to increased spread of the brand and business success.

47. 73% of businesses use live video as part of their social media marketing strategy, which is perfect for B2B content. 

(Business News Daily) 

Final Thoughts

The latest B2B video marketing statistics and trends demonstrate the growing importance of video in the B2B marketing landscape. 

87% of B2B marketers integrate video into their strategies, and 88% of people are influenced to purchase by watching a brand’s video.

These statistics emphasize the significant impact of video on driving sales and conversions, highlighting its role as an essential tool for engaging, educating, and connecting with target audiences.  

Video marketing is not just a trend but a transformative force that guides prospects through the customer journey. 

FAQs

1. What are the Benefits of B2B Video Marketing?

The primary benefits of B2B video marketing are that it gives excellent return on investment and better conversion rates. Video marketing also captures audience interest and is excellent for SEO. 

2. What is the Average Conversion Rate for Video Marketing?

The average conversion rate for video marketing is 4.8%.

3. How Can Businesses Effectively Use Video Marketing in Their Strategies?

Businesses can effectively use video marketing by creating a comprehensive strategy tailored to their buyer persona. 

They can also outline content plans and analyze metrics like total views, average watch time, and conversion rates. 

4. What are Some Effective Ways to Promote Your Video Content?

One of the compelling ways you can promote your video content is to repurpose your videos and make them feel personal. Other ways are to invest in vertical videos, use animated videos, and work with influencers.

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