Fashion might be cyclical (who else is surprised that fanny packs and scrunchies are making a comeback?), but marketing trends tend to keep moving forward.
That’s certainly the case with video marketing, which continues to infiltrate industry after industry, with no signs of stopping. In video marketing, there’s always something new to test (personalization, anyone?), but one thing’s for sure: video in one form or other is here for the long haul.
And video trends for B2B organizations are no different.
Jay Baer shared an insider look at the B2B video trends marketers need to know in one of his webinines. Offering insights into how B2B companies are using video and what you can do to make the most of your efforts.
Watch the webinine below (it’s under 10 minutes) or read on to discover key stats and tips he shared.
Trend No. 1: Video Persuasion
If you’re using video, you already know it’s an entertaining and engaging format, but did you know it’s incredibly persuasive as well?
Two-thirds of customers (64%) say that seeing a video makes them more likely to buy. That’s a big opportunity for your business.
To take advantage of video, incorporate it at every stage of the marketing funnel. Jay says that the deeper prospects are in the funnel, the more specific the video you produce for them should be.
Trend No. 2: Change the Messenger
People prefer to listen to people, not brands. More specifically, they like to hear from “real” people: your customers.
Right now, 37% of businesses are creating videos that feature their customers. Jay suggests creating testimonials, Q&As and other customer-centric videos.
Trend No. 3: Desktop is Dominant for Video
A whopping 89% of business-related video views take place on a desktop, with a mere 11% happening on mobile.
We keep hearing how mobile is taking over. Marketing trends reports are positively FULL of calls to go mobile, optimize for mobile—mobile, mobile, mobile!
But when it comes to B2B video trends, the desktop is where it’s at.
Focus on the desktop experience and create your videos with it in mind.
Jay says, “In an email, I always tell people… design it for mobile and then make sure it works on a desktop. For video, the exact opposite. Design it for desktop, then make sure it works on mobile.”
Trend No. 4: Midweek Magic
Of course, once you’ve created videos, there’s the all-important decision of figuring out when to post them.
Data shows that the majority of business-related video views (54%) take place on Tuesday, Wednesday, and Thursday.
That leaves you with an important decision for your strategy: knowing that more views take place on those days, you can post your video content then OR you can decide to avoid the competition and share your stuff some other time.
Either way, Jay says: “You need to test this and then test it again and then test it again.”
Trend No. 5: Size Matters
When it comes to video, short seems to reign supreme with 75% of business-related videos clocking in at under two minutes or less.
Jay recommends keeping things short for top and mid-funnel prospects by sticking with single-topic videos. He says it’s okay to have longer and more in-depth content for those deeper in your funnel.
Trend No. 6: Size REALLY Matters
The length of a video has a significant impact on its consumption. Only 14% of viewers will finish a video that’s 30 minutes or longer while 59% will complete one that’s 90 seconds or less.
Your chances of having your audience stick with you until the very end increase markedly the shorter your video is.
Knowing that not all your viewers will finishing watching your video, Jay says it’s important you don’t save the most important stuff—like key points and CTA’s—for the very end.
He recommends putting CTA’s at the beginning so viewers are less likely to miss it.
How does your video strategy line up with the trends? Sound off in the comments below.