Regardless of the type of content you create, it won’t get the job done if buyers aren’t engaged. That’s where video stacks up extremely well against all other content formats. More than one-third (34%) of respondents to Demand Gen Report’s (DGR) 2019 Content Preferences Survey said they spend five to 20 minutes watching a video while researching a B2B buying decision.
While 73% of respondents to the survey said they have less time to devote to reading and research, many noted that they are willing to spend 10-plus minutes with interactive, visual and audio content. This signals that buyers are gravitating toward entertaining, engaging content as opposed to long, static content.
Although video is often a key format for early-stage engagement, it is, in fact, a proven way to move leads down the funnel. More than half (51%) of respondents to the DGR survey noted that they found video valuable in the mid-stage of the buyer’s journey.