Once upon a time (like less than a decade ago), B2B marketing videos were kind of unique and novel.
Companies that incorporated B2B marketing or explainer videos stood out from the pack simply because they had video content as part of their marketing strategy.
It’s no secret that online video has exploded over the past 5-10 years. People are devouring video in all its forms on Youtube and social media platforms. Our appetite for video is seemingly insatiable these days and this increased demand extends to businesses professionals as well….which is why B2B marketers simple can’t afford to wait any longer to join the movement.
The good news is that B2B marketers seem to “get it” and are ready to fully embrace marketing and explainer videos as part of their strategy. Per a recent LinkedIn study, 62% of B2B marketers see video as the single most important content format, well ahead of traditional mainstays such as email, social media creative and infographics.
The vast majority of respondents in this study (93%) agreed that video allows B2B brands to embrace creative storytelling opportunities. A large percentage of respondents said they believe that their B2B video was effective in generating leads. In fact, 77% said they were getting more leads, and 78% said their leads with video were of higher quality vs. non-video leads.
This same study found that the most popular video formats were product videos, how-to videos and explainer videos. 68% of LinkedIn Members, in a separate study from the network, said they would be more likely to watch a B2B video on the site if it was relevant to their job title. To this end, three quarters of respondents put out a call for publishers and platforms to make their video targeting capabilities more effective.
LinkedIn has obviously been doing their homework with studies like this which is probably why the business-focused social networking giant has gone “all in” on B2B marketing videos, recently launching native video ads and sponsored video content.
A senior exec at Goldman Sachs had this to say about B2B marketing videos for their organization as it relates to the LinkedIn platform.
“Video content is crucial for our brand, and these changes allow LinkedIn’s professional community to more easily derive value from the content we are producing. While our videos can be long – up to 3 minutes – we are seeing deep engagement at a great value. — Kaydee Bridges, Vice President, Digital & Social Media Strategy at Goldman Sachs”
You can read more about LinkedIn’s B2B video strategy in this article and you may want to check out this video below on why LinkedIn’s recent shift to native video and native video ads will represent such a tremendous opportunity for any B2B marketer:
So there you have it. B2B marketing videos are a fundamental part of any organization’s future strategy. B2B marketing videos have evolved from “nice to have” to “need to have” and that trend is only going to intensify over the next few years. We’d obviously love to help you create your next B2B marketing video as that’s a speciality of ours here at Gisteo.
Get in touch with us if you’d like to further discuss how we can assist you with your B2B marketing video needs!