High B2B Video Advertising Traits to Inform Your Video Advertising Technique [+ Data & Expert Insight]

With 91% of companies leveraging video and shoppers preferring video over all different types of content material, you’ll be able to’t afford to overlook out.

Whereas everyone knows plenty of video advertising is used within the B2C house, it may be equally efficient within the B2B house if correctly leveraged in your audience.

So what methods, objectives, platforms, and metrics are B2B entrepreneurs utilizing for his or her movies? I dug into the outcomes of the HubSpot Weblog’s 2024 analysis that surveyed over 500 U.S. entrepreneurs to seek out out.

Beneath I spotlight the important thing traits we found and how one can apply these insights to your video advertising technique.

Desk of Contents

Furthermore, most B2B patrons desire doing their very own analysis earlier than connecting with a gross sales rep, so producing partaking content material to succeed in these available in the market in your services or products is vital to turning them into leads.

Robust ROI

Video advertising additionally supplies a robust return on funding (ROI).

Of the entrepreneurs we surveyed, 52% reported a excessive ROI and 47% a mean ROI on their video content material. General, 22% mentioned the ROI of video content material is increased than different kinds of advertising content material.

Though video manufacturing may be extra demanding than producing different kinds of content material, I feel these numbers communicate for themselves when it comes to how video can increase your advertising efforts.

Efficient in Reaching Enterprise Targets

A formidable 73% of respondents discover video advertising efficient or very efficient in serving to them attain their enterprise objectives.

They discovered it significantly efficient in these three areas:

• Bettering the understanding of their services or products (79%).
• Partaking their viewers (77%).
• Producing leads (79%).

For those who’re aiming to enhance any of those metrics for what you are promoting, I feel video is a should.

Different Advantages

Moreover, I wish to spotlight just a few different notable the explanation why video advertising is helpful, in accordance with entrepreneurs.

• 41% say movies assist clients perceive their services or products.
• 29% declare movies increase their website positioning rating and drive natural net site visitors.
• 26% have discovered movies enhance their clients’ onboarding and/or coaching expertise.

I spoke with Mira Nathalea, chief advertising officer at SoftwareHow, who emphasizes the significance of movies for B2B merchandise from the SaaS, tech, and manufacturing sectors. I feel she properly sums up the advantages I simply famous.

She says, “Utilizing product demo movies for our B2B makes it a lot simpler to make clear advanced options. A product demo video breaks down the options and performance of the answer in a means that’s simple for prospects to digest.”

Nathalea notes that video additionally quickens the decision-making course of.

“As an alternative of counting on a gross sales group to elucidate the product over the cellphone or by way of e-mail, clients can view a demo at their very own tempo, enabling them to make extra knowledgeable selections,” Nathalea says.

Quick-form movies, similar to TikTok, Instagram Reels, and YouTube Shorts, are the large winners for B2B movies.

A whopping 83% of the entrepreneurs surveyed use this format. Moreover, the bulk report the best ROI (71%), the best engagement (66%), and probably the most leads from their short-form movies (60%).

Lengthy-form movies are the second hottest, utilized by 39% of entrepreneurs. Of these, 22% reported getting the best ROI and the best engagement from long-form movies, and 28% probably the most leads.

Stay movies should not so standard, with solely 14% saying they use them, with 6% having the best ROI and 12% reporting the best engagement and variety of leads.

Most B2B entrepreneurs share their movies on social media.

When you make a video, the place is the very best place to share it along with your viewers? There truly appears to be a number of standard choices. Right here’s what I realized:

• 81% submit their movies on social media.
• 63% use YouTube or Vimeo.
• 56% submit on their weblog or web site.
• 24% share by way of e-mail.
• 1% use different means.

Of those that submit movies on social media, Instagram takes the cake. 76% of entrepreneurs use Instagram, reporting the best ROI, the best ranges of engagement, and the best variety of leads out of any social media platform.

Nonetheless, solely 4% reported producing ephemeral content material like IG tales that disappear after 24 hours.

Different standard social media platforms boast the next stats:

• 67% of entrepreneurs use YouTube. It takes second place for highest ROI and third for engagement and leads.
• 60% use Fb, with the fourth highest ranges of ROI, engagement, and leads.
• 54% use TikTok and report the third highest ROI, second for engagement and leads.

Whereas 38% of entrepreneurs use X and 21% use LinkedIn, they didn’t report excessive ranges of ROI, engagement, or leads. Different social platforms fare even worse, in accordance with our survey.

91% of B2B entrepreneurs leverage AI when creating movies.

With the appearance of AI, I assume this stat comes as no shock. However how precisely B2B manufacturers are using AI is what I discover attention-grabbing. Test it out:

• 37% are utilizing AI to generate video descriptions, titles, or tags to make their movies extra searchable.
• 36% are utilizing it to enhance or generate visible results layered on their movies.
• 27% use AI to generate textual content, titles, transitions, or different gentle visible options.
• 26% use it for lighting, colour correction, or different automated enhancements.
• 24% use it to create outlines for his or her movies.

Professional tip: Are you interested by utilizing AI to assist along with your video creation course of? Try HubSpot’s AI-powered Clip Creator.

Entrepreneurs are monitoring engagement and watch time.

All entrepreneurs know metrics are the proof within the pudding of how properly your content material is doing. Listed below are the metrics video entrepreneurs suppose are most essential to trace:

• Engagement, similar to likes, feedback, and shares (43%).
• Watch time (39%).
• View rely (32%).
• Viewers retention (27%).
• Follower/subscriber development (25%).
• Common view period (22%).
• Common watch share (22%).

Our survey additionally revealed that entrepreneurs are inclined to pay much less consideration to CTR, conversion charge, and play charge. I feel this aligns with our discovering that model consciousness and on-line engagement are their major objectives.

Most manufacturers use movies to showcase their services or products.

What are B2B manufacturers utilizing their movies for?

We requested entrepreneurs to share what content material is of their movies and which they suppose is simplest at reaching their objectives. Over half say crucial and simplest content material is showcasing their services or products.

• 54% make video content material to showcase their merchandise/providers.
• 39% produce relatable content material.
• 36% desire academic or informational content material.
• 32% go for humorous content material.
• 31% give attention to stylish content material (e.g., cultural moments, information tales).
• 29% make video content material that displays their model’s values (range, inclusivity, equality, and so forth.).

Professional tip: Need to perceive shoppers’ perspective on video advertising? Try how video consumption is altering.

Now, let’s see how one can put these insights into motion with a video advertising technique.

1. Set objectives to information your video advertising.

To create an efficient technique, you first want to find out what you hope to realize with video advertising. Your objectives will information the remainder of your selections within the planning and creation course of. I recommend you think about objectives similar to:

• Growing model consciousness.
• Growing income/gross sales.
• Rising your on-line neighborhood/following.
• Fostering relationships along with your clients.
• Bettering buyer understanding of your merchandise/providers.
• Producing leads.
• Growing web site site visitors.
• Establishing thought management.
• Educating your viewers.

Professional tip: Vahbiz Cooper, a digital marketer for Demandbase, shares this piece of recommendation: “For those who’re simply beginning out, don’t stress about making it good. Begin small. Decide one purpose — like constructing consciousness or producing leads — and one format, perhaps a buyer testimonial or a how-to video.”

Cooper says groups ought to give attention to understanding their audiences.

“What’s their ache level? How will you assist? When you’ve obtained one thing, put it on the market, observe the way it performs, and refine as you go. The secret is simply to begin. Your first video doesn’t must be a masterpiece — it simply must be actual and helpful,” Cooper says.

2. Brainstorm video content material concepts.

Now for the enjoyable half! Brainstorm concepts in your video content material.

Surprisingly, 34% of entrepreneurs cite the dearth of video content material concepts as the largest problem of video advertising. I like to recommend writing down something that involves your thoughts after which sifting via it and narrowing it down later.

Earlier than you fill within the particulars of your venture, I recommend deciding on what sort of video you wish to make. Listed below are some standard B2B video sorts:

• Buyer testimonials.
• Model movies.

• Explainer movies.
• Case research movies.
• Launch movies.
• How-to movies.
• Product demos.

• Recorded webinars.
• Knowledgeable interviews.

Be mindful the recognition of short-form video cited above, however don’t be afraid of long-form in case your content material requires that format.

Professional tip: Experiment with various kinds of video to find what works finest in your functions and what resonates along with your viewers.

“You received’t at all times know what’s going to carry out properly till you see the efficiency metrics, so don’t be afraid to get your fingers soiled and dig into as many various alternatives as attainable,” advises Elise Montanari, head of natural development at Wrike.

3. Work inside your funds.

Now for the not-so-fun half: figuring out your funds. How a lot are you (or your organization) keen to put money into video advertising?

The great factor is you don’t want an exorbitant funds or top-tier gear to make highly effective movies. What I heard over and over from the consultants I talked to is that overly polished, salesy movies don’t come throughout properly. Wistia analysis helps this discovering, sharing that audiences desire genuine, low-budget movies.

Take it from Deni Ivanov, digital advertising supervisor at Royal Clear: “What doesn’t work for us is very polished, overly produced movies. Our viewers values authenticity, so we’ve pivoted to low-budget however relatable content material filmed with smartphones or primary gear.”

Listed below are just a few exhausting numbers to offer you a way of video advertising spend:

• 8% of companies spend underneath $100K per quarter.
• 45% spend between $20K and $100K.
• 47% underneath $20K.

Professional tip: If you wish to create good high quality movies in-house, think about instruments like Clip Creator, Vidyard, Vimeo, and Wistia. They may help you produce and measure high-impact movies that convert.

4. Set a schedule.

Time is of the essence. Greater than a 3rd of entrepreneurs discover the dearth of time to create video content material the largest problem — much more than cash.

I like to recommend creating each a manufacturing timeline so that you create your movies in a well timed method and a posting schedule so that you’re constantly placing out content material.

Professional tip: Try these ideas from HubSpot’s video advertising group.

5. Write a compelling script.

As I discussed above, genuine video content material resonates with audiences greater than fancy however empty movies. In actual fact, 37% of entrepreneurs suppose that creating partaking storytelling is crucial key to creating efficient movies.

Take the time to craft a compelling script and think about how the pictures, visuals, music, and audio all contribute to telling the story you wish to share.

Professional tip: Generative AI may be tremendous useful in brainstorming script concepts or writing a primary draft. Nonetheless, don’t simply run the script AI supplies. Make sure you edit it to ensure your model voice and message come via.

6. Edit your video for efficient storytelling.

After filming your video, it’s time to edit. A superb edit could make video higher, whereas a poor edit can flip your viewers away. In actual fact, 40% of entrepreneurs say partaking video modifying is most essential for creating efficient movies.

Two issues to bear in mind: The primary few seconds are probably the most essential to capturing viewers’ consideration, in accordance with 51% of entrepreneurs. Then, making movies concise is vital to conserving their consideration till the tip.

Adil Advani, affiliate product proprietor at Securiti.ai, highlights this level:

“We use video to simplify advanced ideas via explainer movies. What works properly is specializing in concise, value-driven content material that solutions particular buyer ache factors. For instance, switching from a 5-minute demo to a 90-second highlights video elevated our engagement charges by 45%.”

Professional tip: Enhancing is one other space the place entrepreneurs discover AI useful. It might probably tremendously velocity up the modifying course of and add results for top-notch high quality on a funds. Try these video modifying instruments.

7. Promote your video on the precise channels.

After all of your work creating the video, you wish to be certain your viewers sees it! You’ve gotten many choices for find out how to promote your video from social media to paid advertisements to e-mail.

Right here’s how different entrepreneurs select to share their movies:

• 69% promote their movies on social media platforms.
• 48% add their movies to their web site or weblog.
• 46% run paid advertisements for his or her movies.
• 44% optimize their title and outline for website positioning/natural search.
• 43% combine their movies into e-mail campaigns.

My recommendation can be to go the place your viewers is. If you have already got a stable social following, use that. If clients usually tend to work together straight along with your web site, submit there.

The sort and objective of your video can even decide its placement. A model consciousness video can be higher positioned on social media or pushed with paid advertisements, whereas an explainer video could possibly be simpler in your web site or in an e-mail.

Professional tip: Uncover the nuts and bolts of video advertising with HubSpot’s final information.

8. Monitor efficiency.

Lastly, it’s time to trace how your video does. You’ll give attention to totally different metrics relying in your objectives, however standard video metrics to regulate are:

• Engagement. What number of likes, feedback, and shares?
• Watch time. How lengthy do viewers stick round to observe your video? Are they watching the entire thing or shifting on earlier than it’s completed?
• View rely. How many individuals are viewing your video?

Professional tip: These instruments could make monitoring and analyzing your video efficiency simpler.

9. Repurpose your video content material.

The very best information about making video content material? You’ll be able to broaden its worth by repurposing it. Taylor Scher, a B2B website positioning marketing consultant, provides some concepts. He says he at all times data his podcast in video type, which permits him to do the next:

• Flip it into clips for social.
• Flip it into clips for YouTube Shorts.
• Use the transcript as a foundation for brand new weblog content material.
• Use the keypoints and create a LinkedIn carousel.
• Have his friends share clips to extend his attain.
• Combine clips into e-mail newsletters.

“There’s simply so many various methods which you could repurpose video content material,” Scher concludes, “It’s truthfully my fundamental engine for managing a number of channels. I positively couldn’t do that if I have been creating distinctive content material for every channel.”

Professional tip: You’ll be able to reverse engineer Scher’s recommendation and repurpose blogs, information base articles, product explainers, or different advertising collateral into the premise of your movies.