Marketers say they distribute video content most often on social media, whereas salespeople and customer experience professionals say they distribute it most often to prospects and customers, according to recent research from Vidyard and Demand Metric.
The report was based on data from a survey conducted in December 2021 and January 2022 among 705 marketing, sales, customer experience, and other business professionals. Some 47% of respondents work for B2B firms, 12% for B2C firms, and 41% for hybrid B2B-B2C firms.
Marketers say the most common distribution channels they use for video are social platforms, their company website, and YouTube.
Salespeople say they most commonly distribute video during conversations when trying to prospect/convert and customer experience professionals say they most commonly distribute video during customer conversations/support.
Overall, video is most commonly used by businesses on social media platforms, on their own websites, and during sales and customer conversations.
Marketers say brand video is the video type they are investing in most, whereas salespeople and customer experience professionals say demo/product video is the video type they are investing in most.
Some 82% of respondents say the role of video is becoming more important in their organization.