In relation to partaking and changing B2B consumers, video is an important instrument in your advertising and marketing arsenal.

Totally 95% of B2B consumers say video performs an essential function of their shifting ahead with a purchase order, based on new survey outcomes from Brightcove and Ascend2.

Researchers polled over 300 B2B decision-makers in organizations producing greater than $50 million in income throughout North America and the UK.

These findings give us a glimpse into the decision-making processes of enterprise B2B consumers at present, and the way the provision of video impacts which services and products they in the end buy.

How Video Helps B2B Consumers Make Selections

In line with 70% of respondents, video is the very best content material format for creating consciousness of business-related issues.

B2B consumers flip to video to study extra about services and products they’re contemplating, to discover ways to clear up an issue, to higher perceive an issue they’re having, and extra.

Listed below are the highest seven methods survey respondents stated movies are most useful:

Video is a high-impact medium, respondents stated, with 70% agreeing that video makes essentially the most affect over different content material codecs.

Video Is Nice For Constructing Belief & Consciousness

  • 93% of B2B consumers say that video is essential in constructing belief in an organization’s capacity to ship on its guarantees.
  • 97% of current video viewers say that they’d be extra receptive to gross sales communication from a enterprise after consuming their video content material.
  • 88% of B2B consumers surveyed have watched movies to study an organization’s services or products within the final three months.

It’s a useful format for making advanced matters extra fascinating and simpler to know, as effectively.

The truth is, 81% of respondents stated they like to see an evidence of a posh services or products in video format.

These have been the highest sectors/matters the place B2B consumers favor video over different kinds of content material:

What Sorts Of Movies Are B2B Consumers Watching?

Almost two-thirds (65%) of B2B consumers stated video is essentially the most helpful format for researching potential options for the issues they’re making an attempt to resolve.

However what kinds of movies could resonate greatest along with your B2B viewers?

These are the kinds of video most seen by enterprise B2B consumers within the final 3 months, based on the survey:

  • Product assessment movies
  • Product demos
  • Tutorials and coaching
  • Reside movies together with webinars
  • Academic movies
  • Model tales
  • Trade development roundups
  • Buyer testimonials
  • Thought management interviews

Different Key B2B Video Advertising and marketing Takeaways

Amongst different B2B video insights, this survey finds that:

  • 83% of B2B consumers would somewhat tour a product through video over written format.
  • 92% of B2B executives favor to be launched to a gross sales consultant through video over written communication.
  • 52% of B2B consumers said that interactivity options comparable to hyperlinks to different content material, select your personal journey experiences, and like/dislike buttons matter most to them relating to parts included in a business-related video.

Obtain the full report from Brightcove for extra enterprise B2B survey findings on how a lot velocity and cargo time matter, the impacts of video on loyalty and advocacy, how video stacks up once more webinars and different content material codecs, and extra.

Extra sources:


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