How B2B Brands Can Drive More Leads with Video Campaigns

When talking about video content and video campaigns, we almost immediately associate them with B2C businesses. Statistics show that over 500 million people are watching videos on Facebook every single day. By 2021, it is predicted that over 17,000 hours of video content will be viewed every second all across the internet, making up for approximately 80% of all digital traffic.

This trend may be the result of several factors. On the one hand, we have the increased use of certain technologies, such as smartphones or tablets, which facilitate video content viewing over all other forms of communication. On the other hand, however, this trend may also be the result of our own learning style preferences.

In a study conducted by the Social Science Research Network, it was revealed that only 30% of the population can absorb and remember information reported verbally. By comparison, 65% are visual learners, meaning that their information retention capacity is greatly increased when videos and/or other visual presentations are involved.

In the case of B2B businesses, a video can do much more than just deliver a message. According to 70% of marketing specialists, a video can deliver more conversions than any other form of content. By simply adding a video to an email, click-through rates skyrocket by up to 96%. Yet, despite these statistics, some marketers still find it hard to leverage video to their advantage and drive more marketing qualified leads (MQLs).

Using Video on Landing Pages

For decades, people have been turning to their TVs as the main source of information and entertainment. It should come as no surprise that, with the arrival of the internet and the slow decline of TV viewership, videos continue to have the same impact. YouTube has risen to become the second largest “search engine” after Google.

For this reason, videos will make a great engagement medium when used on landing pages wherever possible. Video presents your message to the viewer, while asking very little effort on their part. Videos will keep users on your page longer, allowing your brand to better sink in. Studies have shown that using a video on your website’s landing page can increase conversion by up to 80%. If the video presents the owner and/or its employees, the company’s trustworthiness will also increase.

Video Testimonials

Testimonials are a great way to increase the likelihood of gathering leads. When looking to make a purchase or start collaborating with other businesses, 70% of people will turn to testimonials, consumer reviews, or other forms of social proof to help them in their decision-making process. In fact, people are 12 times more inclined to purchase or trust a brand if it has various forms of social proof to back it up.

It only stands to reason that, by turning traditional testimonials into video, the number of MQLs will also increase. And unlike written testimonials, where the text is oftentimes left to interpretation, videos will be sure to transmit the intended message by not allowing any misunderstandings or “reading between the lines.”

How-To’ Videos and Product Demos

According to Google, how-to videos have become de facto learning tools for over 65% of millennial’s. They also point out that millennial’s make up at least half of all B2B buyers. YouTube research has shown that how-to videos see a steady 70% search increase on a yearly basis.

The tech giant has also offered some tips on how to better use these videos. They advise companies to keep an eye on consumer trends and look at what people are more interested in regarding their particular business and industry. Once this baseline is established, they should create how-to videos that address those questions. For increased visibility, Google also advises giving each video a descriptive title, as well as the appropriate tags to match.

In a similar manner, how-to videos can also be used as lead magnets. They can be offered in exchange for contact information or email subscription.

Video Blogs

Statistics show that B2Bs that have and maintain a blog section receive 67% more leads per month than those that don’t. Offering clients and potential leads relatable and engaging content is a sure way to draw them to your side. In addition, blog posts that contain videos or any other form of visual engagement generate 94% more views. This is because only 20% of people will actually read a text while 80% will watch a video of the exact same content.

Likewise, websites that contain videos are 50 times more likely to rank on Google’s first page than those that don’t. Nevertheless, these videos need to be short – no more than two minutes in length – because over half the viewers who watch a promotional video will stop doing so after an average of about 90 seconds.


Depending on your business, video campaigns can be used in a wide variety of ways. Today’s digital networks and technologies facilitate the use of even more videos for relaying messages, presenting and promoting products, driving sales, and generating more leads at a high ROI.


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