Video Marketing Statistics for Every Stage of the Buyer’s Journey

It’s been stated earlier than, however I’ll say it once more: Video throughout the digital panorama is what consumers and shoppers alike crave.

The common U.S. grownup spends 5 hours and 57 minutes a day watching video. Compare that quantity to the common quantity of time somebody reads every day (16.eight minutes), and also you’ll discover that individuals watch movies over 21-times longer than studying textual content. Video informs, engages, and entices audiences, which implies video can and may have a spot inside your B2B content material advertising and marketing technique.

But when and the way must you leverage video? It’s not only a top-of-funnel tactic reserved for B2C manufacturers. And listed here are the *stats that showcase it’s potential.

15 Video Marketing Statistics for Every Stage of the Buyer Journey


  1. 84% of entrepreneurs credit score video with growing site visitors to their web site. (three)
  2. 87% of individuals want to see extra video from manufacturers. (three)
  3. 82% of all web site visitors might be video by 2021. (four)

As we lined earlier, increasingly persons are spending an growing quantity of time watching video on-line. And that features your consumers. For your advertising and marketing messages to seize and pull in your audience, it must be in a spot and in a format they like. Today, one of these necessary codecs is video.

From teaser movies to trailers, these video varieties are nice for producing pleasure and holding your viewers’s consideration, making them good for the consciousness stage of the purchaser journey.

Here’s just a little one thing from the TopRank Marketing vault, introducing a brand new interactive expertise that includes insights from a number of advertising and marketing business specialists.

Top-Performing Video Types: Trailers, Teasers & Brand Video


  1. People watch movies with subtitles 40% longer than movies with out subtitles. (1)
  2. 52% of viewers watch a video all the manner via. (2)
  3. 68% of individuals would somewhat watch a video to find out about a services or products somewhat than examine it. (three)
  4. 80% of entrepreneurs credit score video with growing the common time on web page for their web site. (three)

B2B movies can vary from mere seconds in size to a full hour. Buyers in the engagement stage are doubtless contemplating their choices, weighing potential options to their drawback. Videos that specify how your services or products can remedy issues are nice for this stage. In addition, video evaluations additionally assist give your audience the info they’re trying for, growing engagement charges together with your model and movies.

Here’s an instance from **Dell Outlet, teasing the insights they’ve gathered from an array of small enterprise specialists and entrepreneurs on making sensible tech purchases.

Top-Performing Video Types: Explainers, Reviews


  1. 83% of entrepreneurs say video ends in a very good ROI. (three)
  2. 79% of individuals say a model’s video satisfied them to make a purchase order. (three)
  3. 81% of entrepreneurs say video has helped them generate leads. (three)
  4. Including a video on a touchdown web page can improve conversion charges by 80%. (6)

Video is a good studying software. In reality, roughly 65% of the world inhabitants are visible learners. And the extra your viewers understands and is educated about your answer, the extra doubtless they’re to buy it. Together, this makes video a wonderful method to persuade your viewers of the worth of your services or products. 

What varieties of video are finest for the conversion stage of the funnel? Live or on-demand webinars are a wonderful method to give your goal consumers an in-depth, detailed take a look at your answer and the advantages you supply. In addition, video testimonials from precise clients are an genuine method to talk your model’s worth and why you’re a vital accomplice throughout firm varieties and industries. 

Top-Performing Video Types: Webinars, Testimonials


  1. 41% of entrepreneurs say video has diminished their quantity of assist calls. (three)
  2. 86% of viewers say they repeatedly flip to YouTube to study one thing new. (5)

The purchaser journey doesn’t cease with a sale. Retention is simply as necessary, if no more so contemplating the indisputable fact that it prices 5-times extra to amass a buyer versus retain one. To assist you to maintain on to your buyer base, video is a good software for persevering with training and drawback fixing for your viewers. Whether it’s a tutorial video or a video essay, movies are glorious training instruments that hold your clients round longer.

For instance, Salesforce offers a number of how-to and troubleshooting movies on its Salesforce Support YouTube channel to make it straightforward for its clients to seek out options and steerage.

Top-Performing Video Types: Tutorials & Video Essays


  1. 74% of shoppers share video content material from manufacturers on social media. (7)
  2. Videos obtain 21.2% extra interactions on Instagram in comparison with pictures and 18.6% extra interactions in comparison with carousels. (7)

Yes, entrepreneurs wish to win new enterprise and encourage return clients. However, one other frequent merchandise on a marketer’s wishlist is to rework consumers (and even staff) into raving followers that advocate for their firm to fellow colleagues, friends, and companions. Given the virality of video content material, particularly on social networks, video advertising and marketing is a good alternative for selling advocacy inside your viewers. 

To encourage larger advocacy via video, create movies which have the sole objective of being watched and shared over social networks. These could possibly be quick, thrilling movies that tease a brand new product launch or a video that highlights your organization tradition. Regardless of the subject, it’s necessary that the video incorporates one thing price sharing and advocating about to others.

Top-Performing Video Types: Teasers, Trailers & Cultural Highlights

In the Director’s Chair

There’s a cause why 64% of B2B entrepreneurs elevated the quantity of video content material they produced in 2019—it’s efficient. And it’s efficient throughout the purchaser journey.

From attraction to conversion and past, video advertising and marketing brings B2B manufacturers nearer to their consumers. As the particular person in the director’s chair, now’s the time to broaden your video advertising and marketing (in case you haven’t already).

What variety of movies must you be making? Check out our breakdown of 4 differing types of B2B movies to study which of them are finest for your model and advertising and marketing objectives.


  1. Databox
  2. Vidyard
  3. Wyzowl
  4. Cisco
  5. Google
  6. Unbounce
  7. Sprout Social

**Disclosure: Dell Outlet is a TopRank Marketing consumer.

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