Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI

How B2B video gets greater marketing ROI group of marketers image.

How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever, and where are B2B marketers finding the sweet spot when it comes to video success?

With investment in B2B video having climbed, search engines showing more video answers and social media platforms continuing to place video front and center, there’s never been more vibrant and bustling video marketing activity — or possibility — than now.

Let’s take a look at some of the most recent information about B2B video from the latest industry reports and surveys, and hear from some of the top subject matter experts and proponents of B2B video.

1 — Increased Video Investment

When it comes to online video advertising, brands have continued to increase investment, with spending having climbed by 30 percent during the first quarter of 2022 — to the tune of $5.5 billion — compared to the final quarter of 2021, with spending on YouTube video ads alone reaching $482 million, an increase of 57 percent, according to recently-release MediaRadar report data.

Additionally, the number of businesses investing in online video in the U.S. alone rose 21 percent to some 15,500 during the first quarter of 2022 compared with the final quarter of 2021.

It’s certainly not only paid advertising where video is seeing increased investment and exposure, however, as we’ll examine.

2 — Search Engines Providing More Video Answers

Use of video has not only continued to grow among B2B firms and in both paid and organic marketing efforts, but among search engines and the content they are increasingly showing to searchers looking for answers online.

“We see that people love videos and authentic images in search results, so we try to show them more,” John Mueller, senior webmaster trends analyst, recently said during the SEOday 2022 conference.

Giving today’s digital-first audiences what they want has naturally surfaced more video, and B2B marketing efforts that don’t include at least some video element will face increasing difficulties as search results reserve more spots for video-only content.

[bctt tweet=”“We see that people love videos and authentic images in search results, so we try to show them more.” — John Mueller @JohnMu of @Google” username=”toprank”]

3 — Video Continues As Prime Social Format

Data from several recent surveys have strengthened the notion that video use and spending have both risen, despite fears by some that a saturation point could arise — a tipping point that may indeed someday arrive, but as B2B marketers are finding with increased use of video, there is still plenty of room for more relevant digital video content.

47 percent of social media marketers have said that they plan to increase their video activity on LinkedIn over the next year, according to recent survey data.