When a business hasn’t produced much video content before, there can be a steep barrier to starting out: It feels like a lot of work! There may be some new things to learn! Making high-quality video can seem more challenge than written content, too. Of course, like all types of content video is a matter of practice, but we understand that it can feel like a lot to tackle just for some extra marketing options.
While we’re more than happy to help your company create some excellent videos to use, we also understand it can be difficult to see just what benefits make video worthwhile in the B2B world. So let’s take a deep dive into why video has its own advantages, and how using video content in just a few places online can produce powerful results for your company.
Video Is More Than Common, It’s Impossible to Ignore
Yes, 10 years ago there wasn’t much of a focus on video online outside of a few select areas, and the average user didn’t really see the need for video when making a purchase decision or exploring a website. But things have changed a lot as internet has sped up. In 2017, video represented 75% of all global internet traffic. By 2022, that number is supposed to climb to 82%. From social media and platforms like YouTube to videos embedded in blog posts and landing pages, video is now everywhere. And that means people expect it. Moreover, then noticed when it’s not there! So on a very basic level, video is important to compete in today’s digital environment.
Video is a Great Way to Communicate a Lot of Information Very Quickly
Video is 12 times more likely to be watched than text is to be read, and the human brain can process video content 60,000 times faster than text. Studies have even shown that 80% of people can remember video ads up to 30 days after they saw them. (Video also creates more of an emotional response than any other type of content, but this is less important, although noteworthy, in the B2B world.)
Ultimately, humans are incredibly visual creatures. We simply respond to video unlike any other medium. This is particularly useful when you are explaining a complex service or showing how a more complicated product works. Yes, a picture is worth a thousand words. And a video can be worth a whole lot more when introducing viewers to what you are offering. Demo videos are particularly handy for this, but there are plenty of ways to get creative.
Video Produces Results
Want to increase organic traffic to your website? Video has been proven to do it – to the tune of 157% increases! Want to get more social engagement? Social video creates 12 times more shares on average than text-and-image posts. Or maybe it will take more concrete results to get you interested in adopting video: Back in 2015, 52% of marketers said video produced the best ROI, a number that has only increased over time. Marketers who use video tend to grow their revenue at least 49% faster than those who don’ use video. Simply having a video on a landing page can increase your conversions by at least 80%. These results are impossible to ignore, and make a great argument for including video as a core part of your content strategy.
Video is a Great Way to Reach Millennials and Men
Looking to reach out to more young professionals? Millennials ages 25 to 34 watch the most videos online, making video an easy way to target this group for better traffic results and response among younger generations. Also, as an interesting side note, men are 40% more likely to watch videos online than women are: We’re not quite sure why, but your videos will have an easier time reaching men, so keep this in mind when creating your target audiences and producing content.
Videos are Key to Building Online Trust
Some business may be worried that their particular customers won’t watch videos, or won’t use videos to make purchase decisions. Fortunately, the research indicates that the opposite is true: Customers who aren’t sure if they want to buy online or not are actually more likely to trust the process when they watch online videos. Video is a great way to convince viewers of your professionalism, expertise, and dedication to quality. And it’s important to note that videos can play this role all across the sales funnel, which means many different types of videos (including intro videos, demos, interviews, case study videos, and much more) can help build this type of trust.
Video Frequency is Producing Great Results
We’re not saying you have to churn out multiple videos every week. That may not do much good, and it’s not really a B2B-style strategy – you don’t want to overwhelm anyone with content, especially low-quality videos. But frequency does matter, and it can make a big difference in the success of your video channel. Just take a look experiment done by Dough Cunnington, where he posted two YouTube videos a day onto his channel for 30 days.
The results were incredible: Watch time increased by 60%, views increased by 80%, and subscribers increased by 30%! Part of this probably happens because YouTube’s algorithm likes it when videos are posted more frequently and may start ranking that channel higher. However, the good results also happen because frequent videos are a great way to get viewers interested in what your channel has to offer: People like seeing new things!
Want to create video content but not sure where to start? Start a conversation with us! You can reach out via our contact form or any of our social media platforms @21Handshake.