77% of marketers agree: Customers prefer visuals like video content

Published on
by Brafton Editorial
Video marketing is here to stay, and brands know they need to get in the game - They just need to realize the rules have changed in their favor.

It’s not hard to understand why Regalix Research found 78 percent of marketers now include video content in their web campaigns. Moving pictures captivate audiences, and videos often prove to be a better way of presenting information. Just remember back to middle school science class. The text-book version of osmosis put kids to sleep, but add some animations and music and the concept suddenly comes to life.

This principle is exactly why business-facing organizations need to get past the assumption that video is only good for B2Cs. In fact, B2Bs may actually have the most to gain by showing their products in a new dimension. Over three-quarters of marketers reported their customers prefer content that includes visual components, such as video and graphics rather than text alone.

Companies will find their buyers respond better to data, tutorials, research, etc. when it’s demonstrated through visuals. Why? It makes the experience interesting. It adds extra value. And two-thirds of marketers have already discovered video content makes their campaigns more successful.

While there is clear potential, companies aren’t always in the right positions to produce video at the quality people demand. Around 45 percent admit they lack the in-house expertise to write smart scripts or shoot interesting videos, and another 44 percent said they face budgetary constraints.

Over three-quarters of marketers reported their customers prefer content that includes visual components like video. 

The good news is – today’s video landscape is an entirely new ballgame that could make it easier for brands to produce professional-quality streaming content. Brafton recently reported that online videos generally cost less than traditional TV advertising for a number of reasons, but particularly because they don’t require expensive ad spots. The truth is, unknown businesses can steal the spotlight from brands with household names when they’re in touch with audiences, give viewers what they want and do it on a consistent basis.

Want more proof unknowns can topple brand names? Check out this post about a Pixability study.

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