3 Reasons B2B Video Marketing Will Dominate 2018

Video marketing has been a big thing for a while now. Over the past several years, internet videos have seen a steady increase, becoming one of the predominant methods of relaying information, increasing brand awareness and visibility, promoting products or businesses, driving leads, and generating profit. Many B2B businesses have already integrated videos into their marketing strategies, either as a complementary content element or as a standalone method. Here are the three main reasons why B2B video marketing will dominate 2018.

Video Marketing Engages the Audience

By 2021, over 82% of all content on the internet is predicted to be in video form. This will translate to around 17,000 hours of video content being viewed every second. Live internet video will represent 13% of all video traffic – a 15-fold increase over where it stands today. Yet, despite the visible shift from text to video, some B2B marketers still see video marketing as some sort of gimmick with no real, long-term value.

Ever since the mid-20th century, people have been using their TVs as the main source of information and entertainment. Today, YouTube has become the second largest “search engine” after Google. The reason is somewhat self-explanatory; people like watching videos. For a while, B2C businesses were the only ones to make great use of video marketing and engage with their customers. Nevertheless, in more recent years, B2B companies have also started using videos as part of their marketing strategy.

Video content can capture and retain a person’s attention 62% more than any other form of content –  text or images. In addition, viewers can retain up to 95% of the message relayed via video as opposed to only 10% from text. With today’s technology and prevailing trends, reaching an audience and engaging with them is more easily achieved through video than text.

When talking about existing clients, one must keep in mind the, so-called, serial-position effect. In short, this principle states that when presented with a series of items, people will remember the first and last elements best. In economics, this translates to a recency effect where a client who interacted with your business recently, will more likely do so again. In fact, 41% of people watch video content from brands that they already like or have interacted with in the past.

This presents a great opportunity for B2B companies to engage with their existing clients, keeping them up-to-date on any new developments, services, or promotions that may be available. Such regular content is guaranteed to boost client satisfaction, making them more likely to remain a client and even refer you to other businesses. Word-of-mouth is one of the best marketing strategies out there, making your satisfied clients your best influencers.

It Works Great with Social Media

Besides using video content on your website, social media channels are the perfect testing grounds. The amount of video content that is being absorbed on the various social outlets cannot be ignored. In 2017, Facebook had a whopping 8 billion video views per day, while Snapchat had more than 10 billion. Even LinkedIn recently added its own native video capability. And let’s not forget that posts with the most organic engagement are those that have video content.

Certain platforms such as Instagram or Snapchat may seem like something outside the realm of many B2B organizations. Nevertheless, these social platforms may offer some seemingly unlikely opportunities. Many business owners spend time on these social platforms, both at work and during their downtime, which may get your foot through the door with their business. Whatever the case, there is room for experimentation. Various programmatic advertising models may be employed so as to reach a certain demographic or segment of the population that is most likely to respond and engage with your content.

Videos Enhance Other Content Strategies

Video content doesn’t necessarily need to be a standalone marketing tool. It actually works better as a complementary element to already existing strategies. A good place to start incorporating videos is by looking at what social media content or previous blog posts are doing well. With a little push, they might do a lot better. Adding a short video that enhances those stories, is a great way of determining how your audience will respond to other videos in the future.

Consistency is key in terms of video content, narrative, and the frequency in which you post. Trying out too many variations at once may lead to your audience not knowing what to expect from your brand, decreasing its reputation in the process. Depending upon the nature of your business, video topics may include answering FAQs, industry insights and news, promotions, new products or services, thought leader interviews, testimonials, how-to videos, and much more.

Certain video content, such as how-to videos or industry insights, can also be used as lead magnets. You can offer such videos in exchange for their email address or other contact information as a means of gathering leads. In fact, by simply adding the word ‘video’ in an email’s subject, open rates boost up by 19% and click-through rates by 65%.


Video content is already a mainstay element, part of many B2Bs’ marketing strategies. A bit of experimentation will be necessary for the beginning, especially for those who haven’t used videos in any of their strategies before. Nevertheless, the potential they bring is well worth the investment, even having the potential of doubling ROI, if done right.

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