B2B – What Buyers Expect From Video Content


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 
  • Tutorials 

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.


About Author

Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

Comments are closed.