Video is not just for B2C

Recently I was talking to a lady at an event who worked for an accountancy firm whose clients were B2B. We were talking about the use of video and she expressed how video would be more relevant if her clients were B2C.

What a sad misconception. B2B video usage amongst top companies has seen a huge rise over the last few years. In fact, the recently released ‘2015 B2B Video Content Marketing Survey Results‘ by the Web Video Marketing Council indicates that 96% of B2B companies use video content marketing. Additionally, Forbes says 75% of Fortune 500 executives view online video while they’re at work.

So, to help break down this misconception, here are some facts and figures to help you understand who watches B2B videos and why. Having a good understanding of your audience will help show you how video can be used for your B2B customers, whether you’re a small accountancy firm, top IT provider or leading manufacturer.

Who Watches B2B Videos and Why

According to a survey by IDG Knowledge Hub, while those watching B2B videos have a bias towards being IT/Software/Tech buyers, all those surveyed are qualified business decision makers.

Overwhelmingly, B2B videos are watched to learn how to use products, whether it’s a how-to video or product review. Staying on top of current industry trends is important too to establish themselves and their business as experts in their field. The top 5 reasons are noted below.

Source : IDG Knowledge Hub

Action taken after watching a B2B video  

IDG Knowledge Hub go on to report that a staggering 78% of B2B video users forward, post, or share the video content with others.  As there are often multiple decision-makers in B2B, a video helps the whole team to engage with a brand and product and feel part of the process.

42% of people who watch a B2B video go on to purchase the product after seeing it in action; 46% contact the company for more information and 25% add the vendor to a short list for further exploration.

B2B video content is a must

It’s clear from the stats that being able to create content that demonstrates knowledge in your field and being able to provide useful information to those with purchasing power is a must for B2B businesses. Consider these benefits:

• Video has a high persuasion factor. Written case studies are great, but nothing is as powerful as a video showing the face and voice of a customer testifying to your value.
• It’s a great training resource. Videos are an invaluable educational tool. Instead of a manual, your new customer can see a real person from your company offering help and support.
• Your brand is humanized. The typical B2B sales cycle has many stakeholders, but only a few will meet your sales team. Video lets you personalize your brand and turn names into faces, increasing the sense of a meaningful connection with everyone involved. Ramsac, a small IT company, did just this, putting a face and sense of personality to key team members.
• Video is a great demo. Products and services can be complex to describe. Video enables key decision makers to see these in action, with features and benefits easily visualized. Intellex, a software company, easily bought their reporting solutions to life for their market research business customers through the use of video. While Mumbu, a new recruitment website, easily demo’d their websites unique USP’s to their business customers using video.

B2B companies who use video marketing can increase brand engagement, promote products, improve website traffic and SEO results and generate sales leads. It’s definitely not just for B2C.