Most Widely Used Video Types Used by Marketers  [Study]

Most Widely Used Video Types Used by Marketers [Study]

According to Vidyard and Demand Metric report, more than 8 in 10 marketing, sales, and customer experience executives say that video is becoming more important as a form of content in their organization

Widely Used Video Types

Overall Video Creation Increased 178% in 2021 Compared to 2020

 Key Takeaways

1. Brand and Social Media Videos Are Widely Used by Marketers

The most common type of videos are brand videos (53%), followed by demo or product videos (51%), social media videos (48%), training videos (45%), and how-to videos (42%). The popularity of social media videos speaks to social’s presence as a leading distribution platform: 63% of respondents distribute videos on social media sites, equal with websites as the top area for posting videos.

80% of All Videos Created in 2021 Were User-Generated, Versus 60% in 2020

The top video types differ by role. For example, a large share of sales teams will invest in user-generated videos, while customer experience teams show a strong inclination to invest in how-to videos.

The Average Video Created in 2021 Was 9 Minutes and 58 Seconds Long

Among marketing respondents, the video types used by a majority are brand (71%), social media (64%), and demo or product (60%) videos, while close to half use training videos (48%) and customer testimonials (46%). Although how-to videos did not feature among the top 5 for marketers in this study, previous research indicates that they are often used by B2B content marketers, who find video to be among their most effective top-of-the-funnel demand generation tactics.

2. Half of The Marketers Say Video ROI is Improving
7 in 10 respondents across job roles said that video performs better than other content types they use or have used in producing their desired results, a figure 10 times higher than the share (7%) who say that video performs worse.

Additionally, two-thirds of respondents report that video’s ROI is either getting better (45%) or staying the same (21%), though 3 in 10 don’t know. Marketers are the most optimistic about video ROI, with about half (49%) saying that it is improving, and another fifth (21%) reporting steady results.

Prior research suggests that videos have performed better than other content types such as long articles, livestreaming content, and podcasts, though fewer content marketers in that study found video to be as effective for them as virtual events and research reports, among others.

3. Video Viewing Data Deemed Important for Lead Scoring and Nurturing
Three-quarters of sales respondents believe that it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals. Marketers largely agree, with two-thirds recognizing the importance of such data to lead nurturing efforts.

Currently, roughly 1 in 5 (21%) respondents say that their sales team uses video viewing data to a great extent to qualify leads, engage prospects, or influence specific deals, while about one-third say the sales team does so to a moderate extent (34%) and one-quarter (26%) to a slight extent.

Integration of this data would help, yet remains in its infancy: only slightly more than 1 in 3 respondents (36%) say that they have integrated video viewing data into their marketing automation platform (MAP) and/or customer relationship management (CRM) system, although another half (49%) claim that they are planning to integrate this data.

4. Video Production Proves Difficult
While various teams within the organization are requesting and creating video content, marketing has the biggest role to play, and is the only team that a majority identified as both requesting (63%) and creating (65%) this form of content.

Although most medium- and large-sized companies use external resources to some degree to aid in their video creation efforts, only a minority of smaller companies do so.

This could prove problematic, as video production is a challenging affair. When asked which barriers or roadblocks respondents are facing in successfully leveraging video to help achieve business goals, the top 4 (equally cited) all involved production to some extent:

  • Producing professional quality video that represents the brand well.
  • Having a strategy to drive video production.
  • Allocating staff time and resources for video production.
  • Producing videos that engage.

No wonder content marketers identified video as the number one type of content they would create if more resources were available to them.

Nonetheless, a majority of respondents are very satisfied (7%) or satisfied (49%) with the results they’re getting from their video efforts, with satisfaction rates much higher (67%) among those who use advanced metrics.

With this in mind, it’s perhaps not surprising that video was mentioned as the top area of investment for B2B content marketers this year.

About the Data: The results are based on a survey of 705 executives across marketing (45% share), sales (25%), customer experience (12%), and other (18%) job roles. Almost half (47%) described the nature of their business as mostly or entirely B2B, while another 41% described it as a split between B2B and B2C.


Need assistance with your video marketing? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Types of Videos B2B Buyers Prefer [Study]

Types of Videos B2B Buyers Prefer [Study]

According to the results of a Brightcove study conducted by Ascend2, video has a strong influence on the B2B buyer’s purchase journey. Virtually all (95%) of the buyers surveyed for the report said that video has an important role in deciding to move forward with a purchase.

Types of Videos B2B Buyers Viewed

Video’s use in making purchase decisions manifests in various ways, according to the study, though buyers are most likely to find it helpful when learning about a product/service (58%).

Beyond learning about products and services, video also proves helpful to buyers in understanding a problem they have (36%) and learning how to solve a problem they have (40%). Buyers separately said that videos were more helpful than any other content type for creating awareness of business-related problems. Moreover, when comparing solutions to such problems, about 6 in 10 respondents said that video is the most impactful content type.

Video Types Preferred

Almost 9 in 10 B2B buyers have watched a video in the last 3 months for the purpose of learning about a product or service, and almost half (46%) have watched a video at least 5 times in pursuit of product and service research.

Two types stand out as the most widely watched: product reviews and product demos, each by 39% of this group of respondents.

Other popular types of videos watched include tutorials/training (33%), live videos such as webinars (31%), educational videos (30%), and brand story videos (24%).

Almost 3 in 4 (73%) report a preference for video over written communication when being introduced to a sales/customer service representative. And watching a video certainly seems to open buyers up to such communication: virtually all of the buyers surveyed said they were extremely or somewhat likely to be more receptive to sales communication from a specific organization after consuming its video content.

Additional Insights:

  • 93% of buyers report that video is important in building trust in a brand.
  • Almost all (97%) buyers find video content and communication to be useful post-purchase.
  • Video is most helpful in the post-purchase stage for learning about other products/services offered and for training/onboarding.
  • About 8 in 10 (81%) prefer video over written content when learning how to use a product or service.

About the Data: The results are based on a February survey of 305 professionals responsible for purchase decision-making within their organization, operating in the business-to-business (B2B) space for businesses generating more than $50M in revenue or more annually in North America and the United Kingdom.


Need assistance with your video marketing? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

New B2B Marketing and Sales Strategies for 2020 [Report]

Most Valuable Aspect of Online Video Advertising [study]

Digital Video More than 7 in 10 agencies believe that online video advertising is either as effective (41%) or more effective than TV (31%), finds BrightRoll in a survey of 120 agency respondents, although a separate survey from STRATA reveals that half of media buying agencies are unsure if they are getting good value from their online video ad buys. For the BrightRoll survey respondents, the targeting capability offered by digital video advertising is by far its most valuable aspect (for 56% of respondents), ahead of reach (20%), price relative to TV (8%) and others.

Digital Video Advertising

In other research data:

  • As Gen X turns 50, a report from IMC notes that for women aged 50 and older, previous experience (91%) and recommendations from women like themselves (90%) rate as the most important purchase influences, with company websites (69%) and traditional advertising (34%) trailing. On the topic of demographics, Pew Research recently showed that Millennials will outnumber Baby Boomers this year, although the Washington Post noted that this may already have happened, depending on what definition is used for Millennials.
  • Once the darling social media post type, photos are no longer the most engaging. The new figures (based on aggregated data from October 1, 2014 to February 4, 2015 among 4,445 brand pages) show that videos now boast a greater average organic reach and average fan reach than all other post types, with photos relegated to the bottom of the heap. Perhaps that’s why B2B content marketers figure videos to be their most indispensable content type this year?
  • Mobile commerce is growing three times faster than overall e-commerce (including mobile commerce), pronounce PayPal and Ipsos, based on a survey of 17,500 consumers in 22 countries. The biggest barrier to growth appears to be screen size: among smartphone owners and users who haven’t used their device to shop in the past 12 months, preferring to purchase online from other devices such as a laptop or desktop (39%) and the screen size being too small (34%) were the most commonly cited hindrances. For its part, new data from Monetate confirms that e-commerce conversion rates on smartphones in the US continue to lag comparable rates on larger screens. It’s surprising not to see security emerge as a main barrier.

Are you using online video advertising? To learn how call 877.447.0134 now.

New B2B Marketing and Sales Strategies for 2020 [Report]

How to Grow Your Business with Video – Workshop

Video Marketing Must Know tactics and tips - Workshop at Art Center College of Design
Video Marketing: Must Know Tactics and Tips, June 8

Art Center College of Design
Instructor: Lori Berson
Register: http://www.artcenter.edu/acn
(Space is limited.)

Find out how to grow your business with video.

Video is the medium of choice for online communications. Agencies and clients today demand engaging and interactive content that is relevant, shareable, and measurable. In this one-day workshop, you’ll get strategies, tactics, and knowledge to enhance your marketing initiatives.

Whether you are involved in creating web sites, point of purchase displays, trade shows, exhibits or signage, video knowledge is imperative. Discover how to leverage the power of video, develop a video strategy, evaluate tactics, and select distribution methods. Learn how to use online video to improve the reach and effectiveness of brand communications and promotions, educate and train, demonstrate, engage, and sell.

Register now at: http://www.artcenter.edu/acn

New B2B Marketing and Sales Strategies for 2020 [Report]

New YouTube Video Marketing Strategy and Design Workshop – February 9, 2014

YouTube Marketing Strategy and Design Workshop
Art Center College of Design 1 Day Workshop – February 9, 2014, 10:00 am to 4:00 pm.
Instructor: Lori Berson
Register at http://www.artcenter.edu/acn

Gain a competitive advantage with YouTube Video Marketing.

Today’s marketplace requires new skills to plan, publish, and optimize videos.
Essential for every successful marketing program, YouTube can increase your visibility, capture leads, and generate revenue.

Whether you are new to YouTube or you need to advance your video marketing skills, don’t miss this opportunity to learn how to create your YouTube channel for maximum impact, produce budget-friendly videos, and optimize and promote your content to grow your business.

Register now at:  http://www.artcenter.edu/acn