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18 Mind-blowing B2B Video Marketing Statistics [For 2020]

By Blog

What kind of content format are you using to market your business to other businesses in 2020? 

Is your current marketing strategy giving you the results that you want?

Even if you think it:

In today’s highly competitive business world, this may not be enough.

So, if you’re looking for a way to stay ahead of your competitors, you should consider video marketing. 

The thing is: 

B2B video marketing statistics show video marketing is quickly becoming the number one content marketing choice for B2B marketers.

Here’s why:

Videos help generate tons of traffic because they are much more striking and fun to watch compared to other content types. Videos also take much less time to get through. 

What’s more: 

A potential client is far more likely to remember something they watched rather than a lengthy article they read somewhere. 

With that in mind, let’s see what the stats have to say.

Top Statistics and Facts on B2B Video Marketing (Editor's Picks)

  • 85% of video marketers incorporated video into their marketing strategy as of January 2020.
  • 92% of video marketers perceive video marketing as important. 
  • 95% of marketers believe video marketing brings a better understanding of products and services. 
  • 43% of marketers believe the tool reduces support calls.
  • 88% of marketers have experienced a positive ROI after using video marketing.
  • 53% of consumers want to see more videos. 
  • 56% of videos in 2017 were below 2 minutes.
  • 82% of clients watch videos on social media. 

Statistics of B2B Video Marketing

1. 85% of video marketing businesses incorporated video marketing in January 2020. 

(Wyzowl)

There has been steady growth since 2016 when the percentage of businesses using video marketing was 61%. In 2017, the figure rose slightly to 63%. 2018 saw a remarkable change, with the figure jumping to 81%, then to 87% in 2019. 

Now, here’s the thing: 

As of the time of compiling this report, we were less than two months into 2020, and the B2B video marketing percentage was already at 85%.  

What does that tell you? 

The figures speak for themselves, to show video b2b marketing growing trends. According to the statistics, the content marketing strategy is likely to keep growing. And from the look of things, it’s not slowing down any time soon.  

2. 92% of video marketers perceive video marketing to be important. 

(Wyzowl)

Video marketers are the people on the ground, which means they can provide helpful insights on how the strategy is performing. Back in 2015, only 78% of marketers believed videos would perform well in the market.

The figures continued to climb as follows: 

88% in 2016, 82% in 2017, 85% in 2018, 91% in 2019, and finally 92% in 2020. 

As you can see from these B2B video marketing statistics, more people now believe in video marketing. Marketers are always looking for the most suitable way to get sales. So, it must be for a good reason that they’ve endorsed video marketing. 

They must have noticed that the method brings conversions, which is what every business wants, right? 

3. 95% of marketers believe video marketing brings a better understanding of products and services. 

(Wyzowl)

Have you ever read a product description or user manual, but had many questions lingering afterward? Did you wish you could see someone using the product so you could understand how to operate it?

Well, according to Wyzowl, the overwhelming majority of marketers believe clients are better able to understand a product after watching a video. It’s much easier to get creative when making a user manual video that your clients will enjoy than it is when writing it down.

4. 43% of marketers believe videos reduce support calls. 

(Wyzowl)

Businesses receive support calls all the time, and these mainly have to do with a lack of understanding about services or products. Of course, every business wants to ensure that it caters to client needs and would rather employ additional support staff to help deal with incoming calls. 

What does that mean for a business?  

Additional expenditure on more staff salaries. Which is never great. 

But here’s the solution: 

Enterprise B2B video marketing statistics show that businesses that use videos have seen a 43% drop in support queries. The percentage is a notable improvement from 2015 when it was just at 30%.  

5. 88% of marketers have seen a positive ROI after using video. 

(Wyzowl)

Of course, every business wants to get a good return on the money it invests in its marketing strategy. 

The good news is: 

According to b2b video marketing stats, 88% of marketers have so far seen a positive ROI with video content marketing. 

In 2015, only 30% of marketers experienced ROI. The change is commendable and goes to show that video marketing is the way to go for businesses looking to break even. 

Customer - Related B2b Video Marketing Trends

6. 57% of 18 to 25-years-olds consistently watch videos. 

(Hubspot)

Interestingly, the exact same percentage of 45 to 54-year-olds also watch videos consistently. There are negligible differences in other age groups, with 25-34-years olds at 56%, 35 to 44-year-olds at 54%, and finally, senior citizens from 55 years coming in at 47%. 

If more people prefer video, it’s time that brands paid some serious attention to this form of marketing. Marketers need to consistently keep producing professional videos to meet the rising demand.  

7. 62% of people pay more attention to videos compared to other content types. 

(Hubspot)

B2B video marketing stats show that the majority of people watch video content with undivided attention. Only 38% said that they would skim through. The worst performers in this category were podcasts at 22%, and long-form blog posts at 25%. 

Over 70% of consumers said they would either multi-task or skim through blog posts or podcasts.  

8. 53% of consumers want to see more videos. 

(Hubspot)

Slightly more than half of the people that Hubspot interviewed want to see more videos in the coming years. Statistics on B2B video marketing report that only 9% of people want to see more podcasts.  

This is a great opportunity for marketers to utilize the power of video marketing. Businesses can create engaging, informative, concise, and meaningful content to see more conversions. 

9. 65% of younger consumers want to see more videos in the future.

(Hubspot)

Younger consumers between ages 18 to 24 prefer to see more videos as part of marketing. Less than 20% preferred blog posts or podcasts.

Younger consumers are the future of digital marketing. Remember, this is the demographic buying cars, houses, diapers – you name it. So, why not meet their need to see more videos? 

10. 43% of people say they’re likely to remember branded videos.

(Hubspot)

We already know that videos are memorable, so why not incorporate branding into them?

According to the statistics, it’s vital for businesses to ensure they brand their content if they’re looking to be memorable. Branded content builds relationships with prospective buyers and could be a deciding factor when it comes to making a purchase decision. 

11. 54% of customers want more videos from brands that they support.

(Hubspot)

Not only do more clients want more videos in the future, but they also want to see brands they love put out more videos. Less than 20% of clients want to see blog posts or PDFs. 

Clearly, there’s a rising demand for videos that marketers need to meet. If more people want more videos from you, your visual content is likely to receive the attention it deserves. 

12. 85% of clients watch videos on social media.

(Oberlo)

This is a key B2B video marketing statistic. More people are watching videos that they find on social media. Perhaps this could be because a lot of people spend more time on social media than on any other platform during their free time.  

Video first world – Mark Zuckerberg

There’s a video explosion on social media networks like Instagram, Snapchat, and Facebook these days. Marketers know that this is where everyone is and prefer to post social videos on these platforms because they prompt likes, comments, and shares. 

13. 96% of millennials watch videos several times throughout the week. 

(Hubspot)

According to B2B video marketing statistics, people aged between 24 and 34 years love their videos. Also, 75% of the same age group watches videos every day. 

Millennials are tech-savvy and are influencing the future of video viewership. Businesses targeting this demographic will definitely have their brand message resonate more. 

14. 90% of people are likely to watch videos from friends and family. 

(Hubspot)

People are more trusting of their family and friends. So, nine out of ten consumers wouldn’t think twice about opening a video that a friend or family shared or recommended. 

Businesses making videos that are relatable to family and friends are likely to see a lot of success in this area. Visual content is likely to go viral in a short period.  

15. 85% of businesses have invested in video production. 

(Hubspot)

Businesses don’t mind hiring in-house staff to take care of video production needs, which indicates video B2B marketing is on the rise. The vast majority of businesses are willing to pay an extra coin for topnotch resources and video production services. 

No business can be willing to invest in a resource unless it can see its value. The industry is likely to see more professional videos on the internet in the coming years. 

Video Statistics

16. 56% of videos in 2017 were below 2 minutes. 

(Hubspot)

Most marketers prefer shorter videos. 

But why?

The thing is:

Marketers know that consumers have a short attention span. Shorter videos also tend to perform better when it comes to Click-Through Rate (CTR). 

CTR is an important metric to consider if you want a successful digital marketing campaign. Google also considers the metric when it comes to ranking.  

17. 53% of people watch videos that are less than 90 seconds to the end.

(Hubspot)

Video retention is crucial because it shows your audience can soak up the information you intended to convey. Only 10% of consumers watch videos that are over 30 minutes.  

Again, this boils down to attention span. If more than half the viewers watch videos that are less than 3 minutes until the end, then shorter videos win. 

Shorter videos get straight to the point. Longer videos, on the other hand, tend to drag out the message, perhaps the reason why so few people watch longer videos until the end. 

18. 35% of businesses measure performance using advanced analytics. 

(Hubspot)

Businesses are keen to see how videos are performing.

The growth of video in b2b marketing is likely to prompt more business owners to invest more in analyzing video reception in the market in the future. 

FAQ

Q: What is B2B video marketing?  

A: B2B video marketing involves the creation of videos by one company, in hopes of attracting another company to purchase its products or services. With proper planning, companies can use this marketing tool to their advantage when it comes to engagement. 

Q: Why video b2b marketing is important 

A: There’s no ignoring the fact that B2B video marketing has revolutionized the way businesses market products and services among themselves. For any business, the goal is to market products and services, and achieve scalability for the input involved, be it in terms of time or money. 

More clients, notably millennials, pick videos as their number one go-to. A big percentage has reported that a video influenced them to make a purchase.   

Marketers also prefer video marketing over any other form of content because it brings a good ROI. 

Q: How to use video in b2b marketing 

Companies can use B2B video marketing in the majority of sales and marketing processes, right from planning, to customer retention. It’s paramount to make your videos relevant, engaging, and audience-specific, to reap all the benefits. 

Here are some ideas: 

  • Incorporating a background video on your website is a good way to engage your audience. Make sure to give your audience the option of listening to sound or not, as sometimes that can be distracting in an office environment. 
  • Videos are a great addition to press releases because they can increase the number of recipients that you intended to reach. 
  • Add videos to your case studies to help buyers settle on you more easily. 
  • Ratings and testimonials go a long way towards building client trust. Get satisfied customers to give testimonials via video content.
  • Does your company engage in CSR? Why not put out a video of your company engaging in CSR activities, and showcase how it is benefiting the less fortunate?
  • Creating explainer videos to help simplify complex processes is yet another B2B video marketing strategy. A perfect example here is how-to videos. Do thorough research to find out the questions that clients often ask to help you come up with areas to address. 
  • Create videos for your company to share relevant advice or knowledge.  
  • Are you holding or attending an event? Recording the event as a film, and then editing it into small clips can be a great way to market your brand.
  • Recording your webinars can be another great opportunity to use B2B video marketing. A good example here is the LinkedIn help center that allows people to access its webinar library at any time. 
  • Every company needs to recruit from time to time. Recruitment provides a chance for you to incorporate videos. Post a video on the kind of people you’re looking for, and you never know what business will watch the video. 

Key Takeaways

Whether you’re a manufacturer, barber or technologist, you should consider using video marketing to get a good RIO. You can start by repurposing your existing content into live-action. All you need is a presenter, a video camera, a script, and an editing tool. 

When it comes to video marketing, there are plenty of alternatives to choose from, such as explainer videos, vlogs, tutorials, product reviews, and so on.

Bottom line:

B2b video marketing statistics prove that this marketing strategy performs better than any other form of content in the market right now. Videos instantly grab attention, and if you’ve been looking for a way to get more traffic, perhaps it’s time you plunged into the video marketing world. 

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