What are B2B brands using their videos for?

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Marketers are tracking engagement and watch time.
All marketers know metrics are the proof in the pudding of how well your content is doing. Here are the metrics video marketers think are most important to track:

Engagement, such as likes, comments, and shares (43%).
Watch time (39%).
View count (32%).
Audience retention (27%).
Follower/subscriber growth (25%).
Average view duration (22%).
Average watch percentage (22%).
Our survey also revealed that marketers tend to pay less attention to CTR, conversion rate, and play rate. I think this aligns with our finding that brand awareness and online engagement are senegal phone number material their primary goals.

Most brands use videos to showcase their product or service.

We asked marketers to share what content is in their videos and which they think is most effective at reaching their goals. Over half say the most important and most effective content is showcasing their product or service.

54% make video content to showcase their products/services.
39% produce relatable content.
36% prefer educational or informational content.
32% go for funny content.
31% focus on trendy content (e.g., cultural moments, news stories).
29% make video content that reflects their brand’s values (diversity, inclusivity, equality, etc.).
Pro tip: Want to understand consumers’ perspective on video marketing? Check out how video consumption is changing.