If you have a smartphone with a video camera, then you can produce video marketing content for your company in 2023.
With the right tools, a marketer can create a video as simple as a walk-along facility tour for recruiting efforts using their smartphone, or as sophisticated as a full-on multi-camera production complete with professional-grade cameras, soundtracks, voiceovers, and slick editing.
There's a tremendous opportunity to grow your business using video content, even if you need a hand for some of the more complex productions. But any way you slice it, video content marketing in 2023 is a must.
We’re always eager to tout the importance of video content — and our own team of video creators — and this article highlights the B2B video marketing statistics that back up our enthusiasm.
The Current State of Video
According to the latest survey conducted by Wyzowl for their Video Marketing Statistics 2023 report, people watch an average of 17 hours of video content each week. 1 That’s a modest decrease from last year, but it remains a full three hours higher than what that number was pre-pandemic in 2019.1
As for where marketers are posting videos, YouTube remains the leader, with Facebook, LinkedIn, and Instagram following close behind.1
Which brings up another point: Social media is key, and if you’re not leveraging it to promote your video content (or anything else, for that matter), you’re missing an opportunity to grow your customer base. You’ve got to meet prospects where they’re spending their time, and regardless of industry, B2B prospects ARE on social media!
Learn More: YouTube vs. Vimeo vs. Wistia
Here are some of the most notable stats Wyzowl found from marketers:1
- 91% of businesses use video as a marketing tool
- 96% of marketers (the highest ever) said video is an important part of their marketing strategy
- 70% of marketers who don’t currently use video expect to start using it in 2023
- 66% of marketers created live-action videos in 2022
- 57% of marketers created screen-recorded videos in 2022
- 55% of marketers created animated videos in 2022
- Social media and explainer videos were the top two types of videos created
- 96% of video marketers say video marketing increased user understanding of their
- product or service
- 95% of video marketers say video marketing has helped them increase brand awareness
- 90% of video marketers say video marketing has helped them generate leads
What about the consumers? Here’s what they had to say:1
- 96% of people have watched an explainer video to learn more about a product or service
- 89% of people have been convinced to buy something by watching a brand’s video
- 91% of people say they want to see more online videos from brands in 2023
- 51% of people are more likely to share videos with friends than any other type of content
Read More: Ultimate Guide to Measuring Your Video Marketing Efforts
The Rise of New Video Tools — Including AI
We mentioned smartphones earlier, and with the quality of their built-in HD cameras getting better over time, they’ve made video production more widely accessible. Even high-end HD video cameras that are “only” cameras have gotten more affordable — but these aren’t the only tools you have at your disposal.
The latest and greatest tool at your disposal? AI.
Yes, artificial intelligence is in the middle of today’s zeitgeist, particularly when it comes to content creation. AI will undoubtedly be applied in numerous industries, including video. Rather than fearing AI, marketers need to embrace it as another tool to help create engaging and informative video content.
Much like special effects in films, AI can be valuable when creating certain elements of a video — the key words being certain elements. For example, you could leverage AI to select the imagery for your b-roll footage, or to write a script. But relying on AI too much could result in an insincere, flat, and/or misaligned video that causes the audience to mistrust your brand.
A marketing person with a strong sense of your brand and deep knowledge of your audience must closely guide the input from AI to make sure the messages are authentic and on-brand, and that they are compelling to your personas.
As Quantity Increases, So Must Quality
With an increased use of AI, the amount of video content available to audiences is going to skyrocket. That means that the internet will soon be even more saturated with video content than it already is, so marketers will have to work harder to stand out from the crowd and be relevant.
More video “noise” on the internet will make it harder for marketers to develop the trust of audiences and followers — and therefore their loyalties. But you can do it by offering a variety of helpful content that addresses prospects’ pain points and helps solve their challenges. Prospects are looking for resources to help them do their jobs (and do them faster, better, cheaper, etc.), and video gives you a compelling way to do exactly that.
Video ROI in Today’s Economy
Money may be tight these days, but the stats from Wyzowl’s survey and the recent leaps in technology make it clear that video production is a worthwhile investment. And especially because we’re in uncertain economic times, you’re going to want to get more mileage out of every video you produce.
If you have the capacity to handle video production onsite, that’s great! But if you’re short on time, staff, or other resources, you can partner with an outside agency to take on the heavy lifting.
Now’s the Time for (Lights, Camera …) Action
Video has not only continued to play a major role in driving business performance, but it’s become a vital tool that’s useful at every step in each customer’s buyer journey, too, from the awareness stage, to consideration stage, to final decision. Video is an engaging way to learn about your product or service, get to know your company culture, understand how your product is different from competitors … and so much more.
We can help you get started. Check out our library of video marketing resources, all tailored to the needs of B2B marketers in complex industries. Naturally, our resources feature videos you can watch, too!
It’s important to keep in mind that working with an efficient, expert team can actually help your marketing video production investment achieve greater ROI — while saving time and making the best use of your resources, from internal personnel to budgets.
So, if you’re looking for help creating entertaining, informative video content that supports your B2B inbound marketing strategy, don’t hesitate to reach out to us. We’re ready to help you create content that attracts, engages, and delights your audience — and generates leads and drives sales.
1Wyzowl, Video Marketing Statistics 2022, 2022