Let there be no misunderstanding: Video is not just for B2C marketing. IDG Research Services’ study, The Echo Effect: Understanding the Value of Tech Buyers, makes a compelling case for why B2Bs need to create video content. A survey of more than 13,000 IT decision-makers revealed that that 23 percent turn to video-sharing sites like YouTube, Vimeo and Yahoo video when they want updates about tech-related trends, news and reviews. Perhaps more importantly: 42 percent of buyers have made a purchase after watching tech-related videos online.
While sales are the bottom-line benefits that justify content marketing strategies, conversions are just one of the many actions professionals take after watching online videos. Among tech buyers surveyed, a full 93 percent watch streaming clips. After first viewing the content, 22 percent will add the brand to their short lists of potential business partners and 61 percent are moved to research products further.
23 percent of IT decision makers turn to video-sharing sites like YouTube, Vimeo and Yahoo video when they want updates about tech-related trends.
Branded videos can also help build a tech company’s reach as 78 percent of B2Bs forward or share the videos they watch with larger audiences. It’s promising to see higher instances of sharing among professionals, because it mirrors a consumer-focused study the Pew Internet & American Life Project recently released. Consumers are sharing twice as many videos in 2013 as they did in 2009, the study reported.
This is positive news for marketers because it means there is a greater chance videos will gain momentum on their own as audiences watch them and distribute them across social channels.
Because IDG’s results speak specifically to the tech industry, it’s hard to say whether buyers across other verticals are equally willing to propagate companies’ video content. However, the findings suggest professionals are paying attention to brands as they take their marketing initiatives to the next level. Perhaps more importantly, it implies that just like any consumers – B2B audiences want to be entertained.
