Everyone seems to go wild about video marketing lately. But the B2B Marketing space is surprisingly quiet about it.
So, the StoryAngled Team decided to dive deep into the recent reports from top video marketing platform providers and content marketing experts and find out:
Is B2B Video something you should care for?
Short answer: oh boy, yes.
Here is a compilation of 54 B2B Video Marketing statistics:
B2B Video Marketing Stats: Editor’s Pick
Let’s start with B2B video marketing stats we found most interesting. Well, we left out a few absolute hits, but this list would be too long otherwise:
1. 45% of B2B marketers plan to increase their investment in video marketing (Demand Metric via Vidico).
2. 75% of businesses have made accessibility a priority in their video content (Wistia).
3. Including a video on your landing page can boost your conversion rate by up to 80% (Sales Lion via ColorWhistle).
4. B2B marketing experts who utilize videos grow 49% faster than those who don’t (Vidico via Userguiding).
5. 59% of executives prefer watching a video over reading the same content in text format (Forbes).
Key B2B Video Marketing Statistics
Here’s a compilation of B2B video marketing stats you ABSOLUTELY SHOULD know. They’re just too good to miss out on:
1. 87% of B2B marketers integrate video into their marketing strategies, highlighting its widespread adoption in the B2B sector (Vidico).
2. Internet video traffic will be 82% of all consumer Internet traffic (Cisco via ColorWhistle).
3. Video Aids 95% Of Enterprise B2B Buyers In Conversion (Search Engine Journal).
4. User-generated videos made up 72% of all videos created (Vidyard).
5. 83% of consumers worldwide prefer YouTube to watch video content (Hubspot).
6. YouTube is the #1 purchase driver on social media (Animoto).
B2B Video Marketing Effectiveness and Benefits
It all seems nice, but now, you probably asking yourself:
“How does it contribute to the bottom line?”
Well, here you go – a couple of B2B video marketing stats about its effectiveness:
1. B2B video use in email campaigns leads to 2-3 times higher click-through rates (HubSpot).
2. 84% of consumers reported purchasing a product or service after watching a branded video (HubSpot).
3. 87% of B2B marketers agree that video marketing provides positive ROI (HubSpot).
4. B2B companies have a median of 6.71K views and 135 conversions per month on YouTube (Databox).
5. Short-form video provides the greatest ROI of any social media marketing tactic (HubSpot).
6. 53% of B2B marketers use content marketing to generate sales or revenue (Content Marketing Institute).
7. 90% of marketers said video helped them in lead generation (Wyzowl).
8. 96% of B2B video marketers said video marketing increased their user’s understanding of their services and products (Wyzowl).
9. 89% of people were convinced to buy a product after watching the brand’s video (Demandsage).
10. 43% of video marketers say video has reduced the number of support calls they’ve received (Wyzowl via Lemonlight).
11. 93% of consumers find video helpful for post-purchase instructions (Animoto via Lemonlight).
12. 87% of video marketers say that video has increased traffic to their website (Wyzowl, 2020 via HubSpot).
B2B Video Marketing Audience Statistics
How about your audience? Do they like watching your videos?
Here are a few B2B video marketing stats about your audience.
1. 63% of B2B marketers use content marketing to build loyalty (Content Marketing Institute via WebFX).
2. 16% of viewers will watch video content that’s over an hour long (Wistia).
3. The minutes of video watched grew 87% since 2019 (Wistia).
4. Viewer video consumption is up 71% more than expected from 2019 levels (Wistia).
5. Audiences have been playing videos 59% more since 2019 (Wistia).
6. Video plays were up 44% more than expected from 2020–2021 (Wistia).
7. Users spend 88% more time browsing on websites that include video (Sales Lion via ColorWhistle).
8. Nearly 80% of consumers are engaging with more video content after the pandemic began (Forbes).
9. 48.6% of YouTube users in the United States are male, while 51.4% are female (Statista).
Find more statistics at Statista
B2B Video Creation Statistics
A couple of stats about the creation part of video content marketing. At the end of the day, video is a creative format:
1. 73% of marketers customize their video player before sharing video content (Wistia).
2. 59% of short-form videos are watched for 41-80% of their length (The Leap via ColorWhistle).
3. 30% of marketers see video as a more important part of their strategy than their website (Axon Garside via Userguiding).
4. 75% prefer watching videos horizontally, while only 25% prefer watching vertically (Hubspot).
5. More than half of viewers will watch a video if it’s shorter than 1 minute (Vidyard).
6. 83% of video marketers in the B2B industry use video content for lead generation (Wyzowl via Demandsage).
7. 94% of B2B marketers use short articles/posts, followed by videos (84%) and case studies/customer stories (78%) (Content Marketing Institute).
8. 91% of businesses used video as a marketing tool in 2023 (Wyzowl via HubSpot).
9. Short-form video is the top leveraged media format in marketers’ content strategies (HubSpot Marketing Trends Report).
B2B Video Marketing Platforms and Channels Statistics
Time to look at the places where you should publish your B2B video content. It’s not as complicated as it may seem. At least when we discuss the statistics:
1. YouTube is the most widely used video marketing platform (Wyzowl via HubSpot).
2. On TikTok, advertisers can access 885 million people who are at least 18 years old (TrueList via ColorWhistle).
3. Phones and tablets account for more than 70% of the billion hours of YouTube streamed every day (Zipdo).
4. Facebook Live is the second-most popular live-stream video platform in the U.S. (HubSpot via ColorWhistle).
5. 62% of businesses use YouTube as a channel to post video content (Buffer).
6. 51% of B2B buyers use YouTube videos to research purchases before making a decision (Demandsage).
7. Over 40% of global shoppers say they have purchased products they discovered on YouTube (Google).
8. 65% of video viewers say YouTube is their favorite channel for watching user-generated content (Limelight via Lemonlight).
9. 87% of people feel they can make a purchase decision faster when shopping or browsing on YouTube (Google).
B2B Video Marketing: Costs
Oh boy, so many promising numbers… So, I guess it costs an arm and a leg, right?
Not really. Here are B2B video marketing stats related to the production cost, distribution cost, and ROI:
1. 42% of video marketers spend between $0 and $500 on an average video (Wyzowl via HubSpot).
2. The average CPM for Facebook ads is $7.19, highlighting the cost of social media advertising for video content (WebFX).
3. The average CPM for Instagram ads is $7.91, indicating the expense of advertising on this platform (WebFX).
4. 66% of tech companies now have dedicated video teams for mobile devices, underscoring the focus on mobile video content creation (Animoto via B2W).
B2B Video Marketing Tips, Benchmarks, and Best Practices
The standard benchmark for B2B video marketing is around 4.8% conversion rate. These include newsletter signups, downloading a lead magnet, or booking a product demo.
But you can easily boost this rate by sticking to a few best practices for your B2B Video Content:
- Snappy Introductions: Start with attention-grabbing stats or questions and clearly communicate the video’s value to keep professionals engaged.
- Evergreen vs. Timely Content: Mix evergreen resources like tutorials with timely content that addresses current professional trends, viral news, and new challenges your audience faces.
- Brand Consistency: Reflect brand values and messaging across all content and utilize consistent branding elements to strengthen identity.
- Thematic Approach: Use themes to unify video content, enhance brand recall, and structure the video calendar for a cohesive viewer experience.
- Informative and Entertaining Balance: Combine professionalism with engaging elements, tailored to audience preference, without overshadowing key messages.
- Encouraging Engagement: Use videos to foster community and gain insights by prompting viewer interaction with questions and additional resources.
Final Thoughts
Long story short: Video content marketing is not the future – it’s the reality. B2B Companies will continue to embrace this new channel for boosting brand awareness and connect with their customers on a more personal level.
If you’re a B2B SaaS Founder looking to do the same, grab your free content strategy session with Kuba below:
