Types of Videos B2B Buyers Prefer [Study]

by Lori Berson | May 16, 2022 | Content Marketing, Marketing Strategy, Video, Video Marketing

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.

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.

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