B2B Video Marketing Trends for 2020
As we move into a new decade video is continuing to gain dominance as one of the most cost effective (and required) elements in an integrated multi-channel account based marketing strategy.
With the growth of YouTube, Facebook Video Advertising, and platforms like Vimeo & Wistia the cost of video as a marketing tool is within everyone’s reach. Video as a means of building awareness, educating B2B buyers to increase demand and supporting your sales process to save time and money is now a requirement for companies with complex sales.
Videos can take many forms:
- Explainer Videos
- Video Blogs
- Interviews
- Sales FAQs
- Early Stage Education Presentations
- Deep Education Presentations
- Testimonials
Examples of Different Types of Videos
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Animated Explainer Video
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Educational Webcast
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Mobile App Demo
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Live Explainer Video
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Live FAQ with Demo
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Screencast Software Demo
Video marketing statistics
For companies not using video as part of their B2B marketing strategy these stats may be shocking
- Videos attach 300% more traffic and help to nurture leads. (Marketing Sherpa)
- Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)
- Video increases organic search traffic on a website by 157%. (ConversionXL)
- 25% of companies publish videos every week. (Buffer)
- 85% of buyers want to see more video content from brands. (Hubspot)
- 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a video. (Forbes)
- 97% of marketers say video has helped users gain a better understanding of their products and services. (Hubspot)
- 52% of marketers say video is the type of content with the best ROI. (Hubspot)
- Adding video to your emails can increase click rates by 300%. (Hubspot)
- On average, people spend 2.6x more time on pages with video than without. (Wistia)
- 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
Video trends
Video only continues to increase in importance in all areas of our lives.
- 6 out of 10 people would rather watch online videos than television. (Google)
- Mobile video consumption rises by 100% every year. (Insivia)
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
- 55% of people in the US view online videos every day. (Hubspot)
- A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
- Users view more than 1 billion hours of video each day on YouTube. (YouTube)
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- 75% of all video plays are on mobile devices. (eMarketer)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (Hubspot)
- By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)
- Video is expected to make up 82% of internet traffic by 2021. (Cisco)
Social video statistics
- 65% of people use YouTube to help them solve a problem. (Google
- Social media posts with video have 48% more views. (Hubspot)
- 62% of people said they were more interested in a product after seeing it in a Facebook Story. (MarketingLand)
- Facebook has over 8 billion video views per day. (TechCrunch)
- 75 million people visit Facebook’s video platform every day. (Adweek)
- Social video generates 1200% more shares than text and image content combined. (G2Crowd)
- Video campaigns on LinkedIn have 50% view rates. (LinkedIn
- Social video gets shared 1200% more than text and images combined. (Wordstream)
- Mobile video ad spend is expected to be around 72% of the total digital ad spend this year.(eMarketer)
Video marketing best practices
While video marketing is a powerful tool, there are a few things you should keep in mind before launching your video campaigns.
- Initially awareness videos under two minutes long get the most engagement. (Wistia)
- Most B2B buyers are already 57% of the way through the buying process before first agreeing to meet with the first sales representative from one company. (Accenture, 2018)
- B2B Buyers now require 20 plus touches to build awareness/comfort/trust with your brand digitally (Marketing Attribution Partners)
- Your typical buyer consumes 6-12 pieces of content prior to engaging with a sales rep (GS & Forrester)
- 85% of Facebook videos are watched without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram)
- B2B buyers that hit the sales pipeline have typically watched multiple videos when available (MarketingSherpa)
- 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights)
- 48% of Buyers/Influencers are now millennials (Gartner) (this is a 2X increase from 2018)
Key Stats When Considering Video for B2B Marketing
We’ve got four final key statistics for you:
- 71% of people watch more video than they did a year ago. (Hubspot)
- 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget. (Forrester)
- When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short explainer video
- 86% of people want to see more videos from B2B brands in 2020
How We Can Help
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