Video marketing is becoming increasingly popular among businesses, as it is an effective way to engage with customers and promote a brand. B2B video marketing is no exception, and recent statistics show that it is becoming an increasingly popular form of marketing for businesses. This blog post will explore the latest b2b video marketing statistics, and discuss how businesses can use video marketing to their advantage.
From the impact of video on website traffic to the effectiveness of the video for lead generation, this blog post will provide an in-depth look at the latest b2b video marketing statistics and trends.
B2B Video Marketing: The Most Important Statistics
89% of people have been convinced to buy something by watching a brand’s video.
91% of people say they want to see more online videos from brands in 2023.
General Video Marketing Statistics
Video is no longer an optional add-on for B2B marketers.
In a survey conducted by Wyzowl, people watch an average of 17 hours of video content each week.
There’s a full 3-hour increase in the time people spend on videos, compared to the number before the Covid-19 pandemic.
96% of users increased their online video consumption in 2020 alone. Meanwhile, 78% of people according to studies watch videos every week.
According to Wyzowl’s survey of B2B Marketers, 96% of marketers (the highest ever) said video is an important part of their marketing strategy.
Of those who do not currently use video, 70% said they plan to start in the near future (2023).
Video is no longer a novelty but has become an essential tool for B2B marketers. That explains why 91% of businesses use video as a marketing tool.
According to a recent study by HubSpot, video marketing is a top priority for B2B businesses.
Check out our latest B2B Marketing Statistics
The Role of Video Marketing in B2B Business Conversion Rates
The ultimate goal of marketing is to convert potential customers into paying customers, and video can be a powerful tool for achieving that goal.
The ninth “State of Video Marketing report” of Wyzowl suggests that marketers have an increasingly favourable perception of the ROI of video marketing, with the highest level of optimism since 2015. This is because marketers are seeing unprecedented levels of impact on the KPIs such as traffic, leads, sales and audience understanding.
89% of video marketers say video gives them a good return on investment (ROI).
According to studies, a large majority of marketers who use video as a promotional tool, specifically 89%, have reported that video has had a direct positive impact on their sales.
Additionally, 84% of video marketers have found that video has been an effective method for generating new leads.
74% of marketers have expressed that video marketing provides a higher ROI compared to static images.
84% of consumers reported having purchased a product or service after watching a branded video. This means that using video can have a significant impact on a business’s bottom line.
On average, sites that use video have a 4.8% conversion rate (compared to 2,9% for those who don’t use it).
How Effective Is Video Marketing?
B2B products and services are often complex and can be difficult to explain in a simple way. Video marketing can be an effective way to communicate complex concepts to potential customers.
Wyzowl finds that 96% of video marketers say video marketing increased user understanding of their product or service.
Users tend to remember 95% of the marketing message from the video – compared with 10% if they read the text.
95% of video marketers say video marketing has helped them increase brand awareness.
A study by HubSpot found that 96% of viewers report watching explainer videos to learn more about products.
Video marketing can also be applied to non-physical products. 79% of respondents say they’ve been convinced to purchase an app or piece of software because of a video.
59% of executives say they would rather watch a video than read text. According to other sources, 72% of users will choose a video if the page has video and text at the same time, however, there are 28% who will choose the text.
How Customers Feel About B2B Video Marketing
Research shows that shorter videos are easier to consume and can hold the viewer’s attention better.
68% of consumers will watch a video till the end if it is less than a minute long.
However, this percentage decreases by 18% when the video’s duration is between 61 to 120 seconds.
33% of people will stop watching a video after 30 seconds, and 60% will do so by two minutes.
And what about where they watch it? The platform of choice for business video viewing is desktop 87% of the time. Unsurprisingly, YouTube is the most widely-used platform — used by 90% of video marketers.
The amount of online videos watched per week, per person, has almost doubled since 2018.
According to data, Thursdays account for 22% of video views by B2B companies. If it is a weekday, people tend to watch videos more in the morning.
Social Media Platforms in B2B Video Marketing
Social media platforms such as Linkedin, Twitter and Facebook are key channels for B2B video marketing.
93% of businesses claim to have landed a customer thanks to a video posted on social media. Meanwhile, 91% of people say they want to see more online videos from brands in 2023.
Data shows that Facebook is the most popular social media channel to post video content for marketers at 81.2%, followed by YouTube at 62.9%.
Additionally, 51% of people are more likely to share videos with friends than any other type of content.
Live video marketing is an excellent way for B2B businesses to increase brand engagement with your consumers.
According to a study by Hubspot, 46% of businesses are using live video as part of social media marketing strategy, which is perfect for B2B content. Live video enables the audience to participate and interact with the content creator in real-time, creating a more interactive and engaging experience.
Supplementary Statistics
91% of B2B marketers use video in their marketing strategy.
The majority of B2B marketers have recognized the potential of video and are taking advantage of it to reach their target audiences. This statistic is a valuable addition to any blog post about B2B video marketing statistics, as it provides a clear indication of the current state of the industry.
85% of businesses say video is an important tactic in their content marketing efforts.
This statistic is especially relevant to a blog post about b2b video marketing statistics, as it provides a clear indication of the current state of the industry.
49% of B2B decision-makers use video content to make purchase decisions.
Nearly half of all decision-makers are relying on video content to inform their purchase decisions, which is a clear sign that video marketing is an essential tool for businesses looking to reach their target audience. This statistic is a valuable addition to any blog post about B2B video marketing statistics, as it provides a concrete example of the impact video content can have on the success of a business.
LinkedIn is the top B2B social media platform for video marketing, with 87% of B2B marketers publishing videos on the platform.
Thus, the majority of B2B marketers are taking advantage of the platform’s video capabilities, and that it is a viable option for businesses looking to reach their target audience. This statistic is an important piece of information for any blog post about B2B video marketing statistics, as it provides a clear indication of the success of video marketing on LinkedIn.
Short, 30-second videos receive a 158% higher engagement rate than videos between 1-2 minutes on B2B platforms.
Shorter videos are more likely to capture and maintain the attention of viewers, making them a more effective tool for engaging with potential customers. As such, this statistic should be taken into consideration when creating video content for B2B platforms.
54% of B2B buyers use video to research products and services, and 71% of those buyers move closer to purchasing after viewing marketing videos.
Video is an invaluable tool for businesses to reach potential customers, as it not only helps buyers research products and services, but also encourages them to move closer to making a purchase. This highlights the importance of video marketing for B2B companies, and serves as a reminder of the potential it has to drive sales.
The average B2B marketer spends 25% of their marketing budget on video content.
B2B marketers are investing a significant portion of their budget into video content, demonstrating that they recognize the potential of video to reach their target audience and drive results. This is a valuable insight for any business looking to maximize their marketing efforts and should be taken into consideration when creating a B2B video marketing strategy.
86% of B2B marketers who use video say it has increased website traffic, and 79% say it has helped generate leads.
Video can be a powerful tool for driving website traffic and generating leads, making it an invaluable asset for any B2B marketer.
B2B video content enjoys an average click-through rate of 2.75%, outperforming other digital formats.
This statistic is a testament to the power of b2b video content, demonstrating that it is a highly effective tool for driving engagement. With an average click-through rate of 2.75%, b2b video content outperforms other digital formats, making it an invaluable asset for businesses looking to maximize their marketing efforts.
B2B audiences watch an average of 1.5 hours of online video content per week.
B2B audiences are actively engaging with online video content, dedicating an average of 1.5 hours per week to it. This indicates that video content is an effective way to reach and engage B2B audiences, making it an invaluable tool for B2B marketers.
70% of B2B marketers say video is the most effective medium for driving conversions.
This demonstrates that video is a highly effective tool for achieving desired outcomes, and should be taken into consideration when creating a B2B marketing strategy. This statistic is especially relevant to a blog post about B2B video marketing statistics, as it provides a clear indication of the potential success of video marketing for B2B businesses.
Mobile devices account for 40% of global video views among B2B audiences.
Mobile devices are a major source of video views, and that businesses should be taking advantage of this platform to reach their target audiences.
52% of B2B marketers believe video is effective for brand awareness.
92% of B2B marketers in the U.S. use social media sites to distribute video content.
62% of B2B marketers rate videos as an effective content marketing tactic.
Customer testimonials are the most effective B2B video marketing content, with 51% of marketers saying they produce the best return on investment (ROI).
Conclusion
Video marketing is quickly becoming a must-have for B2B companies. With the right strategy and execution, B2B companies can use video to engage with their target audience, build trust, and increase conversions. The data shows that B2B video marketing is highly effective and can be a great asset for any business. Investing in video marketing is a smart move for any B2B company looking to increase its reach and ROI.
FAQ
What is B2B video marketing?
B2B video marketing is the use of videos to promote products or services to other businesses.
What are the benefits of B2B video marketing?
Benefits of B2B video marketing include increased engagement, improved brand awareness, and higher conversion rates.
How can I create effective B2B videos?
To create effective B2B videos, consider the target audience, create a storyboard, and use clear visuals and sound.
How do I measure the success of my B2B video marketing?
To measure the success of B2B video marketing, track metrics such as views, shares, and engagement.
What are the best practices for B2B video marketing?
Best practices for B2B video marketing include creating videos that are informative and entertaining, optimizing for search engines, and using analytics to track performance.
References:
Weidert Group: “Fresh B2B Video Marketing Statistics: What To Watch For In 2023”, cited in February 2023 (Source)
Binumi: “The State of B2B Video Marketing in 2022”, cited in February 2023 (Source)
Axon Garside: “The Top 30 B2B Video Marketing Statistics In 2022”, cited in February 2023 (Source)
Cience: “10 Top Video Marketing Stats Every B2B Marketer Should Know in 2022 ”, cited in February 2023 (Source)
Hubspot: “What Video Marketers Should Know in 2023, According to Wyzowl Research”, cited in February 2023 (Source)
Yans Media: “Video Marketing Statistics”, cited in February 2023 (Source)
Web Fx: “150 B2B Marketing Statistics for 2023: Which Will Shape Your Strategy?”, cited in February 2023 (Source)
Statista: “Leading content marketing areas of investment for B2B marketers worldwide in 2022”, cited in February 2023 (Source)
ZipDo, cited June 2023: B2B Video Marketing Statistics
