Why Video Ads Are Crucial to B2B Companies


Is your B2B client is trying to choose between video and text-​based advertising? They should definitely choose video. Say a consumer was trying to learn more about a product or service and both a video and text were on the same page. 72% would choose to watch the video, according to the 2019 Video in Business Benchmark Report by Vidyard.

28% of small- and medium-​sized companies and 24% of large companies are looking to completely outsource their video production. Additionally, another 24% of small, 28% of medium and 38% of large companies plan to mix internal and external resources in their production.

Types of Videos

One reason video is so popular in B2B marketing is that it provides a more personalized form of outreach to prospects. Businesses can choose to publish webinars, demos, explainer, product, customer, and how-​to/​educational videos. These videos can provide prospects with the information they need in an easy-​to-​consume format. Vidyard states that businesses have “recognized the power of video to explain to potential customers what they do, what they offer, and how it helps them.” This both provides easy resources to send to prospects and to motivate other, uncontacted potential customers to inquire about a purchase.

The most popular types of video per marketing formats are:

  • Landing Pages: Demos
  • Emails: Webinars
  • Websites: Webinars
  • Sales Conversations: Explainer and Demos
  • YouTube: Webinars

Finer Details

There’s one more key to online video engagement: timing. Remember, your client’s prospects are as busy as they are. Depending on a video’s length, they may not watch it all the way through and miss important information. Keep it short and sweet. Vidyard suggests keep promotional videos to under 90 seconds and have educational videos be between two to four minutes long. 

Online Video Watchers make up 63.5% of U.S. adults and are receptive to ads placed on social networks and received via email and mobile. You can find even more advertising information on this audience, as well as Mobile Video Watchers, on their profiles on AudienceSCAN on AdMall by SalesFuel.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.