Report: Marketers Placing More Value on Social Channels for Video Distribution

Many organizations have already begun utilizing video content to resonate with their target audiences. Now, new research indicates that social media is becoming a critical channel for marketers focused on video distribution.

Vidyard recently published its “2022 Video in Business Benchmark Report,” and statistics suggested that social media (63%) was a top distribution channel for video content, alongside organization websites (63%). Approximately 47% of respondents also said they distribute video content via landing pages, and the same percentage cited marketing emails.

“Even though 2021 saw organizations starting their return toward business as usual, video uptake continued to grow,” noted the researchers behind the report.

Marketing teams, in particular, ranked social media as their top channel for video distribution. This was followed by their website and YouTube, highlighting the increasing importance of social channels for marketers across the board.

B2B Buyers’ Growing Preference for Video Content

As video continues to increase in importance for marketers, previous research has indicated that B2B buyers already consider it to be one of the best forms of content.

Brightcove teamed up with Ascend2 to conduct “The Power of Video in the B2B Buyer’s Journey” report, and data suggested that most B2B buyers (70%) agree that video is the best form of content for creating awareness of a business-related problem. Additionally, 93% of B2B buyers claim that video is critical when it comes to building trust in a brand.

“Video allows organizations to showcase their brand’s personality, voice, and values as well as seamlessly walk potential buyers through otherwise complicated product and service offerings,” wrote the authors of the report.

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