Who’s the king of content? Video.

Well, as one of the world’s finest creators of video productions, animated explainers and social ads we would say that wouldn’t we?! But don’t take our word for it, an independent survey of tech B2B buyers says it too. And even though we would love to be making more video for everyone, we would caveat this by saying the format your marketing content takes should be informed by its purpose and how and where the audience will consume it, not to mention the underlying objective of the campaign your content is part of.

We wouldn’t ever advise making a video just because everyone else is doing it. Video is an incredibly powerful medium because it combines visuals, motion and sound (which no other medium can do).

Video posts generate 1200% more shares on social than text and image combined, and posts with video have 48% more views than plain text or images.”

Adobe

As powerful as video is, it’s not a panacea. It’s only as good as the idea and strategy behind it. Bad ideas don’t turn into good videos.

As the survey also reveals, video is just one content format among others that can still be very effective if used in the right way. Have a read and find out more about what tech B2B buyers are really looking for from content, and what you could be offering them.

And if one survey isn’t proof enough, here’s another:

This survey shows video is the preferred format for thought-leadership pieces. When a leader speaks into camera they are literally presenting their human side, and that can be incredibly personable and engaging. Confidence, trust and enthusiasm can all come across with a single genuine smile, and those qualities are very hard to replicate in any other media: you can’t see a smile in the written word.

“When asked what thought leadership does most effectively, the widest consensus was for its ability to build brand awareness (59%), with many also pointing to its effectiveness in building expert status (49%).”

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