Top B2B Video Marketing Trends to Inform Your Video Marketing Strategy [+ Data & Expert Insight]
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With 91% of businesses leveraging video and consumers preferring video over all other forms of content, you can’t afford to miss out.
While we all know lots of video marketing is used in the B2C space, it can be equally effective in the B2B space if properly leveraged for your target audience.
So what strategies, goals, platforms, and metrics are B2B marketers using for their videos? I dug into the results of the HubSpot Blog’s 2024 research that surveyed over 500 U.S. marketers to find out.
Below I highlight the key trends we discovered and how you can apply these insights to your video marketing strategy.
Table of Contents
Benefits of Video for B2B Marketing
Why should you consider adding (or increasing) video content to your B2B marketing strategy? Here are the most convincing reasons I found in our survey.
High Levels of Engagement
Marketers report that video results in high engagement from their target audience, with about one-third claiming video generates more leads than other types of content. We also found that videos get more likes, shares, and comments.
Regardless of your specific marketing goals, engagement is always a good sign that you’re effectively connecting with your audience.
Moreover, most B2B buyers prefer doing their own research before connecting with a sales rep, so producing engaging content to reach those in the market for your product or service is key to turning them into leads.
Strong ROI
Video marketing also provides a strong return on investment (ROI).
Of the marketers we surveyed, 52% reported a high ROI and 47% an average ROI on their video content. Overall, 22% said the ROI of video content is higher than other types of marketing content.
Although video production can be more demanding than producing other types of content, I think these numbers speak for themselves in terms of how video can boost your marketing efforts.
Effective in Reaching Business Goals
An impressive 73% of respondents find video marketing effective or very effective in helping them reach their business goals.
They found it particularly effective in these three areas:
- Improving the understanding of their product or service (79%).
- Engaging their audience (77%).
- Generating leads (79%).
If you’re aiming to improve any of these metrics for your business, I think video is a must.
Other Benefits
Additionally, I want to highlight a few other notable reasons why video marketing is beneficial, according to marketers.
- 41% say videos help customers understand their product or service.
- 29% claim videos boost their SEO ranking and drive organic web traffic.
- 26% have found videos improve their customers’ onboarding and/or training experience.
I spoke with Mira Nathalea, chief marketing officer at SoftwareHow, who emphasizes the importance of videos …read more
Source:: HubSpot Blog
