B2B Consumer Marketing Video Content Facts & Statistics
With 2022 nearing, marketers widely accept the fact that video is vital to any marketing campaign. Not only are we finding that B2B consumer marketing video content is gaining popularity as it works its way toward becoming the number one choice for businesses to market to other businesses worldwide, but many brands are quickly realizing that no other type of content can do what video does. Despite growing competition among B2B sales and marketing campaigns, those who choose video marketing content stand to achieve great success with their campaigns.
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Perhaps it’s because B2B consumer marketing video content has the power to generate stronger relationships among client businesses?
Or it’s the fact that video builds these relationships in a fraction of the time?
Perhaps it’s the fact that viewers retain 95% of the message delivered via video compared to just 10% of what is read?
It could be a mix of all of these benefits, plus several other amazing facts and statistics that support the increasingly popular B2B consumer marketing video content.
What we do know for certain is that consumers are turning to video, businesses are turning to video, and B2B marketers are turning to video – consistently!
Despite growing competition across various B2B industries, video continues to pave the way for relationships, consumer connections, and optimal engagement throughout every stage of the sales funnel.
In fact:
More than 80% of B2B marketers are using video at various stages of their inbound marketing campaigns as of 2021 and that number is expected to continue to grow.
1.Video the Most Important Format of Content
In a study that was previously published on Linkedin, 62% of B2B marketers rated video the most important format of content in their marketing campaigns.
These B2B agents found video to be more valuable than email, infographics, case studies, static images, and any form of written text.
B2B consumer marketing video content can be used to help businesses to:
- Improve customer engagement.
- Increase audience retention and awareness.
- Improve SEO and organic search.
- Reach prospects at various stages of the B2B sales funnel.
- Nurture prospects throughout B2B sales campaigns.
2. Video the Chosen Content by Consumers Including Executives
As a B2B marketer, you know the importance of delivering a content experience that your audience is most interested in, and that happens to be video most of the time!
In fact, 59% of executives state that they would rather watch a video than read text.
One of the key differences though, in B2B consumer marketing video content is the fact that executives are frequently watching video on a desktop.
About 87% of the time, as compared with most B2C marketing which should target mobile.
Video Promotion
B2B marketers that are looking to maximize their video promotion to their target audience of executives should pay attention to their videos.
Optimizing for Chrome, which makes up almost two-thirds of the browsing total representing 61% of executives followed by Internet Explorer which accounts for 15%.
3. Thursday is Optimal Video Posting Time for B2B Sales
It appears that Thursdays are the prime posting time for videos, particularly in the B2B sales world.
In fact:
22% of video views occur on Thursday, compared to 18% of Wednesday, and 17% of Tuesday.
Weekends are the low point, with only 6-7% of views taking place Saturday and Sunday.
Other studies have proven that most B2B marketing videos are consumed in the morning, during the weekdays, with limited to no viewing of this type of content on the weekends.
Making videos viewable on-demand is important for B2B consumer marketing video content.
Customers prioritize flexible viewing and appreciate the opportunity to watch at their convenience.
4. Webinars the Chosen Type of B2B Video Content
The majority of marketing and sales leaders for the B2B industry state that the webinar is the ideal option for video marketing.
In fact, 73% of sales professionals claim the webinar is the best way to generate leads which is probably also why 56% of businesses have already invested in the webinar as the chosen type of marketing video for their B2B sales.
More than half of all marketers run 50 webinars per year while only about 29% run webinars 100 times or more per year.
Webinars are not necessarily used so frequently for marketing
But they are used more consistently, and frequently, when it comes to training and education.
One important fact about webinars is that 24% of all registrations occur on a Tuesday!
If you’re a B2B marketer that’s thinking about hosting a webinar to increase sales leads for your products or services, don’t bother wasting your time trying to encourage registrations on the weekends, or towards the end of the work week. Instead, focus on Mondays, and Tuesdays for best results.
5. 75% of B2B videos Less than Two Minutes
The average attention span for today’s consumer is just 8 seconds.
That’s down about 25% from a few years ago.
Today’s consumer expects fast answers to their questions, concerns, or problems. Period!
To accommodate the ever shrinking attention span, B2B consumer marketing video content is also shrinking. At least, the total time for videos is!
Today, the average B2B video is under two minutes
Most of the time, with the exception of a webinar, 75% of B2B marketing videos are under two minutes.
Video length impacts engagement, with shorter videos more likely to keep the B2B consumer engaged to the end and longer videos more likely to have lower engagement rates overall.
Statistically, videos that are under 60 seconds tend to have 68% of viewers watch to the very end.
Likewise, a video that is 20 minutes long only has a 25% completion rate among viewers.
If you’re a B2B marketer:
Paying close attention to the various B2B consumer marketing video content statistics as they change and adapt to the changes in audience decision making and behavior is important.
This will help you to target your video marketing campaigns appropriately, in regards to time, posting location, type, video length, and other needs.
Want more B2B video marketing tips? Give Beverly Boy Productions a call!
