According to a recent study from Brightcove and Ascend2, B2B buyers find video content most helpful when it teaches them about a product/service and gives a solution to a problem they’re having.
The research is based on a survey of 305 B2B buying decision-makers from various industries.
According to 58% of respondents, video material is most beneficial throughout the buying process when it helps consumers learn about a product/service.
Additional top reasons B2B buyers say video content is most helpful include when it teaches them how to solve a problem (40 percent) when it explains a problem (36 percent), and when it allows them to hear what other customers have to say about a product/service (36 percent ).
The Most Helpful Content for B2B Buyers:
- Product Reviews
- Product Demos
After completing a purchase, B2B buyers think video content is most useful when it helps them learn about the vendor’s other products/services (49%) and when it provides training/onboarding (49%).
After making a B2B purchase, there are several ways video material might be beneficial.
The study was based on data from a survey of 305 B2B buying decision-makers from various industries.