Research Reveals That Video Boosts Engagement, Can Drive More Sales

BY Jessica Helinski
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Recent B2B sales research found that videos drive more sales than other types of content. While sellers might still be hesitant to adopt video, these findings are proof that video shouldn't ignored. But not just any video will be successful, so sellers need to be aware of what types are most effective and how they can be integrated into their strategies.

Sellers can drive more sales using videos compared to other content

Allego conducted a yearlong study to compare the effectiveness of various documents used by B2B sellers. Their findings reveal just how powerful video can be. When compared to documents, such as PDFs and PowerPoints, videos generated 24 times more views than the other content types. They calculated the view-​to-​share ratio, which measures the number of views divided by the number of shares. Videos’ view-​to-​share ratio was 236% higher than that of other documents.

And videos don’t just get shared more; their open rates are higher. “Users prefer to watch videos [rather] than read documents,” Allegro reports. “Video content that is shared externally is 12% more likely to be opened compared to documents.”

The research also found that recipients not only open videos more than other types of content, but they also engage with it more often (three times more than all other content). 

Personalization can make a difference

Allego notes that videos created and shared by the same person are more effective than more generic videos. This reveals how much buyers value seeing sellers in the video. “For example, a video created by a sales rep and shared with a buyer is watched more than a video created by a sales enablement manager and shared with the sales team for external sharing,” they explain.

Sellers can drive more sales using video by also being thoughtful about length. The research shows that engagement drops as video lengthens. Videos under one minute have the highest completion rate while those that are any longer than four minutes experience notable declines. 

The research makes it clear that video is more effective than other content, presenting a major opportunity for sellers who embrace this sales tool. But it’s also clear that buyers are a bit specific about what types of video they want to see. 

How to include video in your own strategy

Don’t be intimidated by making and sending videos. Remember, the study found that recipients engaged more with videos that featured the creator. Here are a few ways to easily incorporate video into your process:

  • Consider using video for that very first outreach. As Rachel Cagle writes for SalesFuel, “We all have inboxes that seem to instantly reclutter after we just cleaned them out. Sales reps, especially, know how difficult it can be to stand out in a messy inbox. Incorporating a video into your outreach emails could be your ticket into the spotlight.”
  • Viewers engage best with short videos, so make quick “micro-​demos” to give glimpses into your offering without taking up too much time. “Video micro-​demos are a great way to answer that one quick question the buyer has about a product,” writes Selling Power’s Tyler Lessard. There’s no need to navigate their overloaded calendar to try and find a time that works for everyone. Just record, send, and press play.”
  • Use video for a post-​meeting recap and thank you. This simple but effective effort is thoughtful and contributes to rapport building. It’s also a highly personalized and unique way to follow up, helping you stand out from competitors.

As the research shows, sellers can drive more sales with video. There’s no need for fancy productions or long formats. Short, personal video messages can strengthen relationships, boost sales credibility and encourage engagement from prospects. For more tips on how to craft a sales video, check out SalesFuel’s professional advice here.

Photo by CoWomen