Video continues to grow in popularity as an effective storytelling and lead generating tool in B2B marketing strategies. According to 2020 data from HubSpot, “Video has become the most commonly used format in content marketing, overtaking blogs and infographics.” Specifically, HubSpot shares that “promotional videos and brand storytelling are the most common video types created by marketers.” The number of businesses using video as a marketing tool has increased by 41% since 2016, according to Wyzowl’s Report: State of Video Marketing 2021.
As marketing teams continue to integrate video into their campaigns, it’s important to look at the promising ROI behind these investments. The below video-marketers’ data is from Wyzowl’s 2021 report:
- 86% of them say video has increased traffic to their website.
- 94% say video has helped increase user understanding of their product or service.
- 78% suggest video has directly helped increase sales.
- 83% report video has helped increase the average time their visitors spend on page.
- 84% say video has helped them generate leads.
- 43% offer video has reduced the number of support calls they’ve received.
Equally important to a company’s perception of the success of a video campaign is the target audience’s assessment of the company’s videos. Below are two statistics from Wyzowl’s report about how target audiences and consumers feel about marketing videos:
- 94% of people have watched an explainer video to learn more about a product or service.
- 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
Any one of these data points could be the reason a marketing team decides to add video to their toolkit; however, the combination of these benefits makes video a hard format to ignore in 2021.
At Communiqué PR, we are also seeing the increased interest and implementation of video and are helping our clients maximize their investments by integrating video in announcements, product demos, and software overviews, as well as trainings. Recently, our client BitTitan announced its acquisition of the data synchronization-as-a-service leader, Perspectium. Video was one of the elements the company used to announce and promote the acquisition. BitTitan CEO Geeman Yip shared a few words about the announcement and its impact on the IT ecosystem in a four-minute video that has received nearly 600 views:
This video and others created for marketing campaigns are effective because they offer an engaging medium for companies to tell a story. Unlike articles, blogs or even infographics, this storytelling medium taps into the audiences’ senses of sight and sound connecting the product or service to the viewer’s emotions. Additionally, video can convey large amounts of information in a condensed time making it possible for the company to tell a story quicker than they could in a 500-word write-up.
Video is a shareable medium. People are twice as likely to share video content with peers or colleagues than any other type of content, including social media, blog posts, articles and product pages. When a company shares a video on social media they are increasing the opportunity for engagement with the video and brand by providing customers with highly consumable content they can quickly access and share with others.
Investing in video marketing can help teams optimize their content and create meaningful engagements with their customers. Check out the following articles for other tips on how to creatively integrate videos into campaigns: