Marketing Video Marketing

B2Bs Prioritize Video Marketing Content to Reach Fragmented Audiences

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Brands have discovered that diverse marketing strategies help put their message in front of a wider audience. According to a new survey of B2B brands from Regalix, a digital marketing company, video marketing has become a top priority for businesses in the United States.

The survey reports that 83 percent of B2Bs use video content to increase brand awareness, followed by 77 percent that use it for customer engagement, and 71 percent that use it to build credibility and trust.

In fact, marketers aren’t just developing video marketing strategies as test trials: they’re already seeing results from their efforts, making the practice crucial for any effective content marketing strategy. The survey found that 78 percent of B2Bs use original videos to push potential customers further along in their purchasing journey, and 94 percent say they believe video is an effective sales and marketing tactic. However, video does not always stand on its own: 94 percent of respondents report using other tactics to enhance discoverability and shareability of their videos, such as SEO, content marketing, and social media amplification.

“Video marketing has grown rapidly in the past few years, and 2014 will experience a dramatic upsurge,” said Regalix CEO Vikas Sharan in a press release on the survey’s findings. “With video being a great visual tool, coupled with new technologies and practices, [it] will definitely help companies and brands in a positive way.”

The shift toward visual content has been taking place across industries, especially for those businesses catering to younger audiences. In the November 2013 “Cassandra Report” from The Intelligence Group, as reported by AdWeek, YouTube was found to have overtaken Facebook as the most-used social network for consumers aged 14 to 34.

While the data showed Millennials are more likely to use YouTube over Facebook, frequency averages for all age groups showed that Facebook had lost ground in some aspects. The report noted that 68 percent of respondents admit to using YouTube frequently compared with 66 percent for Facebook, 34 percent for Instagram, and 31 percent for Twitter.

When it comes to engaging with brands via social media, Facebook still holds the top spot with 55 percent of respondents saying they prefer to use the largest social network for this activity. YouTube (20 percent), Twitter (12 percent), Instagram (7 percent), Pinterest (3 percent), and Tumblr (3 percent) were all further down on the list. Both reports show the growing importance of including video content formats in multichannel marketing strategies.

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