In 2017, 45% of all B2B marketers used video marketing in their emails. At the time, it seemed like a lot, until the next year rolled in and 55% of all marketers started relying on the video-prospect. For the last two years, that figure has stood at 47%, showing how effective B2B video marketing continues to be.
Not too long ago, video marketing was extra, unlike today. The field has existed ever since YouTube was launched (2005), but it didn’t find much traction in terms of B2B marketing. YouTube itself successfully fueled the growth of B2B video marketing, allowing businesses not only to post video ads but also target them to specific audiences.
Facebook and other platforms followed the example soon after and video became the next big thing.
From video production to B2B video marketing, everything became much more competitive; not to mention yielded more results. Other modes of video marketing also came to light, such as launch videos, affiliate video marketing (review videos), stunt videos and the ever-famous influencer marketing.
The Rise of B2B Video Marketing &
How My Business Can Follow
Video marketing’s rise isn’t a surprising factor, seeing when you consider how 81% of all readers skim through text when reading online. That, and the fact that the retention rate increases by 20% when visuals are used, videos came just in time to save the world of content from falling apart.
However, trends keep on changing, making it seem more and more difficult for new businesses to enter the video marketing market. But whether you’re just starting out or already have a marketing department and only want to improve upon your process, the fast growth and evolution of B2B video marketing gives everyone a number of opportunities on a regular basis.
Some of these include:
Capitalizing on new trends. As newer trends come to life, they present room for new businesses to enter the market. Since everyone will be starting from scratch, you will have a better chance to show up in results.
Hiring professionals in the field. It’s one thing to hold a camera and start making a video, it’s entirely another to get a professional video made.
Focusing on information, rather than on selling. There are many different B2B video marketing strategies you can adopt to stand out from the crowd. If you start providing information rather than trying to sell your business, there are more chances of people trusting you more; especially business owners and high-ranking executives.
Is B2B Video Marketing Really Worth It?
YouTube seems to be filled with children making videos about video games, music videos and DIYs; so a question arises that do business owners or executives actually spend time watching videos?
Well, you’re right to think this way. They might not be surfing YouTube, but there are many other platforms that they use to watch videos. A study by Forbes and Google on C-Suite shows that around 75% of businessmen and executives search for work-related videos on their favorite business websites.
Over 79% companies reported that they use B2B video marketing on their website or on other platforms, YouTube included.
With so many promising arguments in favor of B2B marketing, there is only one drawback. As people stay at home during the COVID-19 lockdown, they are consuming more and more video content. This means their demand for quality video production is increasing daily. Low quality or even mediocre videos are thrown aside.
To cater to that, we recommend you get in touch with us today and see the type of work we do. Furthermore, if barriers to entry in the market are what you’re facing, we’ll also help you with that in our free consultation session! We’re but a call away!