B2B Video: Understanding How Audiences Engage With Video Content

It is no secret that businesses are increasingly turning to video content. A 2021 survey found that 86% of B2B marketers used video as a marketing tool, which helped increase traffic to their websites.

Video isn’t just popular because it can be entertaining—it’s also proven to be an effective tool for engaging audiences and generating leads.

In this post, we’ll look at the numbers behind the popularity of video marketing among B2B companies and how your audience engages with it.

Why is Video Important for B2B?

Videos are effective tools for B2B companies because it helps them connect with their audience authentically. It’s also an opportunity to show off expertise and boost brand recognition.

A report cited by Hubspot states that 94% of people watch explainer videos to learn about a product or service, with 84% of them who feel a personal connection to the brand will be swayed into buying from them.

If you’re not using video on your website, you could miss out on a huge source of leads—and revenue. That’s why it’s more important than ever to understand how your audience engages with video content, so you can make sure you’re creating the right kinds of videos for them.

How is Video Used in B2B Marketing?

According to Wyzowl, more than 90% of B2B marketers are using video in their strategies and plans in 2023. And this makes sense—after all, who doesn’t love watching a good video?

But while some brands are still trying to figure out how they can best use video in their marketing efforts, others have already figured it out. Here are some ways to use video in B2B marketing:

Introduce your company and brand.
Explain products or services like how they work, who they’re for, and why you’re better than the competition.
Demonstrate an action or process in real-time (this is especially helpful if technical jargon is involved).
Showcase your company culture and people.
Provide insights into the thought process behind a decision or action important to your audience.
Offer tips, tricks, and best practices to help your audience solve a problem.
Provide educational content like how-to videos, interviews with industry leaders, and more.
Share news, announcements, and industry insights.
Give back to the community by sharing a philanthropic campaign or cause you’re passionate about.

How Does Video Engage the Audience?

Research by 3M concluded that the human brain is designed to process images 60,000 times faster than text, and more than 90% of information transmitted to the brain is non-verbal. That’s why video is a powerful and efficient way to communicate your message to your audience.

Video also helps you stand out from competitors who don’t use it as much. A recent study by Animoto found that consumers would rather watch a video about a product than read about it.

Video is also a great way to build trust with your audience. Various studies also revealed that consumers believe video helps companies authentically tell their stories by humanizing the brand and encouraging them to take action.

How to Create a Video That Resonates With Your Audience?

The best way to do this is by telling a compelling story through the story arc method. The premise of this technique is simple: you introduce the problem, then show how it can be solved, and finally provide a solution that works for everyone involved.

When creating a video, focus on the following questions:

Who is your target audience?
What are their biggest pain points and challenges?
How can you solve those challenges with your product or service?
What is the purpose of your video?
Do you want to educate, entertain or inspire?
What tone should your video take?
How will you engage your audience with a call to action at the end of the video? –
What is the best way to share your video?
Do you want to post it on social media or use YouTube as a platform?
How long should your video be?

You can use a video compressor to decrease the file size of your video so that it’s more easily shared across social media platforms.

What Kind of Marketing Videos Engage B2B Buyers?

To get the best results from video marketing, you need to know what videos work best with B2B buyers. Here’s a quick rundown of the most popular types of B2B marketing videos:

Interviews

These are one-on-one discussions with an expert in your industry who can provide valuable insights about your niche. Interviews can be used as webinars or live events where attendees can ask questions and interact with each other.

Product Promo Videos

If you sell products or services, these videos are a great way of showing off what you have to offer. They can be used to sell directly to your audience or as a lead generator for new customers.

Client Testimonials

These are recommendations from clients or customers who have had great experiences with your business and want to share them publicly. You can use these on social media and in other marketing material. These are recommendations from clients or customers who have had great experiences with your business and want to share them publicly. You can add these real-world examples of client testimonials on your site’s dedicated testimonial page, social media, and in other online marketing material.

We recommend using a webcam test to get the best results in testimonial videos. It’s a simple way for clients to test out lighting and camera angles before they commit to recording an entire video.

Tutorials

These are how-to videos that show people how to do something specific. They can be used as part of an educational campaign or to teach people how to use a specific product or service.

A screen recorder is a great way to create tutorials. You can record your PC or laptop’s screen while demonstrating something and edit the video into a step-by-step guide for others.

Explainer Videos

These are animated videos that explain something simply and entertainingly. They can be used across many different platforms and help get your message to a greater audience.

For example, Pipedrive by Explain Ninja is a good explainer video that uses many of the same elements as infomercials but is much more sophisticated because it includes voiceover, music, visual transitions, animation, and other special effects.

How to Measure the Success of Your B2B Video Content?

There are many ways to gauge the success of your video content. The most important thing is to get started; then, you can focus on measuring how people engage with the content and what they do next.

Look at the following metrics to measure the success of your video content:

Total views of the video
Total shares across social media platforms (Facebook, Twitter, LinkedIn)
Comments and likes on each social media platform
Average watch time per viewer
Conversion rate from viewers to subscribers or leads

Use Google Analytics to track these metrics and to see if your video has increased traffic to your website. You can also use Facebook Insights and Instagram analytics to get some data on your video content. Once you have all the numbers, you can start deciding what works and what doesn’t for B2B video marketing.

Conclusion

Video content in marketing effectively engages with B2B audiences, garnering the lion’s share of social media impressions and engagement. It can drive traffic, increase conversions, and improve brand visibility.

By understanding how your audience engages with your content, you’ll be able to create more compelling videos that will resonate with them and help them achieve their goals.

Jephonie Villegas is an outreach specialist for VEED with over 10 years of experience in content writing and management. She has a strong knowledge of digital technologies and is passionate about new trends in the field.

B2B Video: understanding how audiences engage with video content