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Web users seem to have an unquenchable thirst for video. In 2015, YouTube averaged 400 hours of video uploads per minute, and a 2015 Cisco VNI Forecast report stated that globally, two trillion minutes (four million years) of video content crossed the internet each month during the previous year. The same report asserts that, by 2019, more than 80 percent of all web traffic will be video.
Millennials, in particular, can’t get enough of video and show some degree of preference for short demo and informational clips instead of text. But is video a relevant medium for reaching and persuading B2B buyers? Video content can humanize brands and has been shown to lead to deeper engagement with audiences. And it can have a number of additional positive impacts across other digital channels, too.
Back in 2009, Nate Elliot of Forrester Research, Inc. famously reported that video was approximately 53 times more likely than traditional text-heavy web pages to appear on the first page of search results. Put simply, according to Nate’s findings, videos had a one in 11,000 chance of landing on the first page of Google results, while text-based pages have something like a one in 500,000 chance. Years on, it’s still the case that videos—especially informational videos—are highly prioritized by Google SERPs (search engine results pages). They also increase the time people spend on your page, which in turn can boost the quality assessment made by Google and your SERP results. So video integration can drive SEO value to a significant extent, most likely for B2B audiences, too.
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