If you’re not currently using online video content in your B2B communications, now might be the time to start. A survey by Forbes, featured in eMarketer this week, has highlighted the importance of online video content by stating that 60% of executives prioritize online video over text, and 22% generally like watching video more than reading text for reviewing business information. What’s more than 80% of senior executives stated that they are watching more online video today than they were a year ago.
The survey also indicated that senior executives are turning to video more frequently, with three-quarters saying that they watch work-related videos on business-related websites at least weekly, and more than half saying that they use YouTube to watch work-related videos at least weekly. More importantly, the study indicated that work-related video can drive executives to visit a vendor’s website after viewing. It was found that after watching online video, 65% subsequently visited the website, 53% conducted a search to find more information, and that younger executives were more likely to make a purchase. In fact, “more than half of those under 40 said they’ve made a business-related purchase after viewing a video, compared to 26% of executives 50 older.”
So what does this mean for vendors wishing to use online video content for B2B communication? Even though online video is being watched more and more by older executives, and they generally prioritise video over text, it is thought that organizations who wish to reach senior executives should offer a mix of text and video. The research also suggests that marketers should depend on younger executives to watch and recommend online videos as they are more inclined to view video and to share it over social media. According to Forbes, the growing influence of younger executives within corporate America “is likely to make business-related video even more prevalent in the coming years.”