Just read that 70% of B2B buyers watch a video before making a purchase decision

I found that stat in a report from a marketing research firm called Gartner. It makes me wonder if we're all over-investing in whitepapers compared to video content. How much of your content budget actually goes to video production?

4 comments

4 Comments

elliot_thompson2mo ago

Wow, we shifted half our budget to video last year.

walker.hayden2mo ago

Used to think video was just a nice extra... but seeing our own numbers after a similar shift was eye opening. Our how-to guides got three times the views when we added short clips. People just stick around longer when there's something to watch. Changed my whole view on where to put time and money.

wadeyoung6d ago

Elliot I'd say start small before moving half your budget. We tested with just a couple 30 second clips on our highest traffic pages and watched the numbers climb. Then we ran a proper split test on one full guide - text only versus text plus video. The video version doubled conversion rate. After that it was easier to convince everyone to shift more resources. Just make sure the video is actually helpful though, not just flashy, or people bounce anyway.

shane7516d ago

You tested text versus video on a guide. What was the actual video content though? Was it a screen recording, a talking head, or something else like an animation? I ask because we saw the same jump but only with certain video formats. Product demos killed it but animated explainers crashed our retention. Curious if you found the same thing.