Video content not only engages viewers but also enhances their understanding of complex products. Research indicates that 64% of customers are more likely to make a purchase after watching a video. Additionally, 93% of B2B buyers believe that video builds trust in a company’s capabilities, demonstrating the medium’s effectiveness in fostering customer relationships.
Why Video is Preferred
Several factors contribute to the preference for video over traditional text-based content:
- Retention Rates: Viewers retain 95% of a message when conveyed through video, compared to just 10% when reading text. This stark difference highlights how video can effectively communicate key messages.
- Engagement Levels: Video content achieves an engagement rate that is 1,200% higher than text and image-based content combined¹. This heightened engagement translates into better brand recall and customer interaction.
- Ease of Understanding: Many B2B buyers find videos more accessible for grasping intricate details about products, with 72% preferring video over text for learning about offerings on websites.
The Role of Video in Marketing Strategies
The integration of video into B2B marketing strategies is not merely a trend; it is becoming standard practice. As of 2023, 87% of B2B marketers incorporate video into their strategies, recognising its potential to explain complex products effectively and engage decision-makers. Companies utilising video report a remarkable 49% faster revenue growth compared to those that do not employ this medium.
Key Takeaways for B2B Marketers
- Investment in Video Content: With 45% of B2B marketers planning to increase their investment in video marketing, it is clear that the industry acknowledges the value that video brings to customer engagement and conversion rates.
- Return on Investment (ROI): A substantial 52% of B2B marketers consider video the content type with the best ROI, further solidifying its role as an essential marketing tool.
- Conversion Rates: Including video in marketing campaigns can lead to conversion rates increasing by up to 86%, particularly when relevant content is embedded in landing pages.
Conclusion
The statistics surrounding B2B buyers’ consumption of video content are compelling. As businesses continue to adapt to changing buyer behaviours, leveraging video as a core component of marketing strategies will be crucial. The ability of video to enhance understanding, build trust, and drive purchasing decisions makes it an indispensable asset in today’s competitive landscape. Moving forward, companies that embrace this medium will likely see significant benefits in engagement and revenue growth.
