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).
Approximately 50% of B2B companies intend to increase their content marketing budgets in the coming year. Conversely, only a small fraction, about 6%, plan to reduce their expenditure in this area.
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).
In the world of B2B transactions, not all content types hold equal sway over decision-makers. While text-based resources such as blog posts, case studies, and whitepapers have traditionally been staples, they aren’t the only influential formats.
A notable 14% of B2B buyers find video content to be the most beneficial when navigating their decision-making process. This preference puts video ahead in usefulness compared to whitepapers, which are ranked as the top choice by 12% of buyers.
In the past three months, 88% of B2B buyers have taken the time to watch videos to educate themselves on a company’s products or services.
This data suggests that integrating video into your B2B marketing strategy could enhance its persuasive power.
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).
13. A significant 73% of B2B marketers utilize lead conversions to gauge their performance metrics, according to the Content Marketing Institute.
14. Out of all marketers, 74% establish goals for their campaigns. However, only 50% consistently reach these objectives either all the time or most of the time, according to data from CoSchedule.
Understanding the MQL to SQL Conversion Rate for B2B Leads
The transition from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs) can be a challenging process for B2B companies. On average, this conversion rate hovers around 13%.
To put this into perspective, imagine 10,000 visitors land on your website. The marketing team identifies 1,000 of these visitors as potential leads, aligning with your ideal customer profile. However, once the sales team evaluates these leads, only about 130 actually evolve into SQLs ready for further engagement.
Certain strategies can offer slight improvements. For instance, leads generated through webinars often see a higher conversion rate, averaging around 17.8%. This increase, while beneficial, still highlights a significant gap in lead quality perception between marketing and sales teams.
Ultimately, this discrepancy suggests a misalignment between the two departments, potentially driving traffic that may not result in tangible business gains. To optimize results, synchronization between sales and marketing is essential to ensure traffic translates into paying customers.
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
How Do Most B2B Buyers in the US Discover Products?
The way B2B buyers in the US source information about products has shifted significantly towards online methods. According to recent data, over half of these buyers—66% to be precise—rely on search engines to find products they’re interested in.
It’s a remarkable departure from traditional methods such as industry publications or trade shows, highlighting the crucial role of the internet in modern B2B purchasing decisions.
Key Channels for Product Discovery
- Internet Search Results (66%): Search engines are the primary tool for B2B buyers, offering quick access to a wealth of information.
- Online Marketplaces (50%): These platforms offer comprehensive listings and reviews, making them a popular choice.
- Product Catalogs (43%): Many buyers still value the structured information catalogs provide.
- Industry Associations (42%): These networks are trusted sources for reputable product recommendations.
- Online Advertisements (35%): Digital ads continue to catch the attention of a significant portion of buyers.
Less popular avenues include referrals (33%), industry publications (29%), and more traditional methods like physical advertising (24%) and trade shows (23%). Social media and TV advertising are the least utilized, with only 23% and 14% of buyers respectively turning to these channels.
In summary, online discovery tools dominate the B2B purchasing landscape in the US, underscoring the importance of a strong digital presence for businesses aiming to reach these buyers.
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).
When it comes to the preferences of B2B buyers, a significant 65% find short-form content, such as blog posts and infographics, to be the most attractive.
How Often Do Marketers Publish New Content?
Understanding the frequency with which marketers release fresh content is crucial for staying competitive. With the digital landscape bustling, content needs to be both strategic and consistent.
- Publishing Frequency:
- Research indicates that around 34% of marketers aim to publish new content multiple times a week. This regularity ensures their audience remains engaged and their brand stays top-of-mind.
- Additionally, about 33% push even further by putting out new content daily. This daily cadence often includes a mix of videos, blog posts, and podcasts, catering to diverse audience preferences.
- The Content Challenge:
- Getting noticed can be challenging due to the sheer volume of content online. Hence, creating and deploying an ample amount of quality content can tilt the odds in a brand’s favor.
In summary, a significant number of marketers recognize the importance of maintaining a frequent publishing schedule to ensure their content receives the attention it deserves.
What Distribution Channel Produces the Best Results for B2B Marketers?
When it comes to distribution channels, email newsletters stand out for B2B marketers. A whopping 39% of marketers agree that this channel offers the most effective results (according to data from the Content Marketing Institute).
But why are email newsletters so powerful?
The key lies in the audience. Subscribers to your email list are typically your most loyal followers, showing greater interest in your offerings. These individuals are often more engaged and therefore closer to making a purchase.
While direct sales emails can indeed drive conversions, relying solely on them can have drawbacks. Over-exposure to sales pitches may lead to audience fatigue and disengagement, especially among less committed leads.
On the other hand, newsletters offer substantial value without overwhelming your audience. They keep your brand top-of-mind, nurture relationships, and gradually guide prospects down the sales funnel.
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).
Social media stands out as a dominant distribution channel in the B2B marketing landscape. Recent data reveals that an impressive 90% of B2B marketers have utilized social media to share their content within the past year.
This statistic highlights its position as the most frequently used platform for content distribution among B2B professionals. Given the reach and engagement opportunities these platforms provide, it’s clear why social media is a top choice for marketers aiming to connect with their audience efficiently.
What Distribution Channel Produces the Best Results for B2B Marketers?
When it comes to distribution channels, email newsletters stand out for B2B marketers. A whopping 39% of marketers agree that this channel offers the most effective results (according to data from the Content Marketing Institute).
But why are email newsletters so powerful?
The key lies in the audience. Subscribers to your email list are typically your most loyal followers, showing greater interest in your offerings. These individuals are often more engaged and therefore closer to making a purchase.
While direct sales emails can indeed drive conversions, relying solely on them can have drawbacks. Over-exposure to sales pitches may lead to audience fatigue and disengagement, especially among less committed leads.
On the other hand, newsletters offer substantial value without overwhelming your audience. They keep your brand top-of-mind, nurture relationships, and gradually guide prospects down the sales funnel.
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).
5. Approximately 8.7% of the overall budget in business-to-business (B2B) companies is dedicated to marketing efforts.
Forecast for Worldwide Digital Advertising Spending by 2024
Global investment in digital advertising is poised to soar, with projections estimating it will hit a staggering $667.58 billion by 2024. This represents a steady increase from previous years, underscoring the growing emphasis on online marketing.
Growth Over the Years
Digital ad expenditures have consistently climbed:
- 2021: $506.43 billion
- 2022: $549.51 billion
- 2023: $601.84 billion
The anticipated jump to $667.58 billion in 2024 highlights the digital space’s pivotal role in marketing strategies.
Key Drivers of Growth
Much of this spending surge is driven by a strong focus on Business-to-Business (B2B) campaigns. These campaigns include diverse strategies such as:
- Professional networking advertisements
- Sponsorships at industry events
- Search engine marketing
This continued growth trajectory is a testament to the digital landscape’s vital importance in connecting brands with their audiences.
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.
When assessing the effectiveness of content, conversions stand out as the leading metric for evaluation. While factors like traffic, social shares, and backlinks offer insightful data, conversions provide a direct link to your bottom line. They are the most telling measure of success, aligning closely with business objectives.
Among B2B marketers, a significant 73% prioritize conversions when gauging content performance. However, other metrics also play crucial roles:
- Email Engagement: Valued by 71% of B2B marketers for insights into audience interaction beyond the initial click.
- Website Traffic: Another 71% prioritize this to understand the flow and volume of visitors to their site.
- Website Engagement: Gauged by 69%, emphasizing the importance of how users interact with the content once they arrive.
- Social Media Analytics: Used by 65%, measuring the reach and impact of content across social platforms.
Further down the list, but still important, are the quality and quantity of leads, search rankings, and email subscribers. Each of these metrics offers insights into different aspects of content performance, but conversions remain the top priority, driving strategic decisions and guiding marketing efforts.
Marketers typically rely on a significant number of data sources for their reporting needs. On average, they integrate information from 18 different sources. This diverse approach helps them capture a comprehensive view of their strategies and outcomes, ensuring that all marketing efforts are accurately tracked and analyzed.
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:
