We’ve been talking about video a lot lately, especially how it’s affecting the content marketing landscape for B2B brands. Video is a good way to pare down dense content into more digestible chunks, but it may seem like an unnecessary or overwhelming step if you’re not that familiar with that world. Of course, you shouldn’t jump into a social space if you haven’t got a plan of how you’re going to use it. But if you’re debating adding a YouTube or Vimeo account to your brand’s list of social networks, or trying to convince your team members to jump on board, these stats might help you make the jump.
75% of executives told Forbes they watch work-related videos on business websites at least once a week.
Thats a huge amount of execs, and an incredible audience that B2B brands, especially, could potentially tap into. Webinars, instructionals, demonstrations and interviews with thought leaders could all fall under this category of “work-related” videos. Would any of those be something your brand could easily use its authority and expertise to put together?
Each day 100 million Internet users watch an online video.
Stepping outside the world of business execs, having an online video presence opens up an audience of 100 million users every single day. What’s great about this audience is that it covers a range of occupations, income levels and ages, giving B2C and B2B brands opportunities to reach viewers every day.
Econsultancy estimates videos in universal search results have a 41% higher click-through rate than plain-text results.
Ah, our old friend SEO. Search results pages can be pretty unremarkable. Often, there are few factors that make one result stand out more than the others. Having an attractive video, though, appears to be one. Users are more likely to click on a video search result than plain text. If having video can convert where plain text can’t, it might be worth embracing.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
This is huge, especially for B2B brands. Visual content is more effective than text, especially when the message is dense, which explains the recent move from text-heavy content to video-heavy content in B2B marketing strategies. Of course, this is just as applicable to B2C brands. Showing your audience your brand, your brand’s message and your promotions will last with them longer than, for example, telling them via a press release.