Over the past several years, video has risen to prominence as a top content marketing format in B2B. Audiences just prefer video and marketers keep feeding the beast, producing more video content than in years past.
And now we see that within the video format, certain B2B video types seem to generate better results.
Ranking the Success of B2B Video Types
Check out this intriguing chart from the Content Marketing Institute’s 2022 benchmarking report, based on an annual survey of B2B marketers.
These results tell us a lot about how to invest our video marketing dollars (even if you don’t consider webinars a type of video). No wonder that video is perched at the top of this CMI report chart:
Video comes back down to Earth a little in this final chart, which reassures us that a diverse mix of content assets and formats is still the way to go:
14 B2B Video Types, with Examples
Want to learn more about the best B2B video types? Read and view this blog post from PlayPlay that breaks down the most important video types in B2B marketing, with excellent examples of each:
- Product demo
- Explainer/how-to video
- Behind-the-scenes video
- Customer testimonial
- Case study
- Brand video
- Event teaser
- Event recap
- Company news
- Recruitment video
- Expert interview
- Blog post summary or teaser
- Social media stories
Talk to Tendo
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