The success of online videos in the B2B sector

According to the media company Nielsen, investment in online moving images increased by 23 percent to 240.2 million euro in Germany last year. For the year 2017, Nielsen even forecasts doubling of these figures to half a billion euro. This is no wonder considering the fact that online ad videos have a more pronounced effect that conventional TV spots among YouTube users for example, as shown by a Google study conducted together with the Gesellschaft für Konsumforschung (GfK) in 2013. A survey carried out by branded content specialist Be On (AOL) also points in the same direction: 78 percent of those surveyed in Europe see web videos as having a more lasting impact than television on consumers. The reach alone speaks for this. Compared to the video portal YouTube, on which a billion users around the world view six billion videos each month, television ads have a very limited reach.

According to an eMarketer report from December 2013, video marketing is similarly effective in B2B marketing. Apparently B2B buyers enjoy attractive videos at work just as much as they do at home on the couch. According to the industry portal, 72 percent of all technology buyers in the USA seek further information on a product after view a video. 54 percent immediately visit a sales website for the respective product and the study showed that the video provided a direct impulse to buy for 46 percent of those surveyed.

The content of successful B2B videos does not differ significantly from that of B2C videos. In both cases, use is made of video’s unique way of captivating and emotionally addressing target groups. Emotion is the key to remembering information. People primarily remember things that trigger emotions. And this works best when those producing the films in the companies understand this and authentically present their products. For example, narrated videos with real-life customer testimonials, interviews, presentations of looks behind the scenes have a personal touch and are thus more attractive.

According to research conducted by SevenOne Media, the increase in sales achieved using moving images is three to five times higher than that achieved by print or in-page ads without video. And good videos play a particularly important role due to the willingness among users to share them in social networks. Never before has advertising been spread to this extent by the target groups themselves.

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