Using Market Research to Identify Key Trends in B2B Video Marketing

Video marketing has become a cornerstone of B2B strategies, with 70% of B2B marketers saying that videos convert better than other types of content. This effectiveness comes from the video’s ability to communicate complex information quickly and engagingly. But in order to capitalize on all that video marketing has to offer, you need to keep up with the constantly shifting trends of the industry.

This is where market research comes in. Market research can be a powerful way for B2B companies to monitor audience viewpoints, industry shifts, and the competitive landscape; this helps businesses identify significant trends that should be used in their video marketing efforts.

What is B2B Video Marketing?

B2B video marketing refers to a strategic approach of businesses that utilize video content to communicate with other companies. These are videos about how to explain complex products, display services or simply for storytelling purposes in order to establish trust with your future partners or clients. B2B video marketing is a high-impact tool, especially for people who are trying to solidify their business connections.

B2B video marketing is all about value and education. You’ll find that videos are more informative, addressing pain points and offering solutions. Think product demos, explainer videos, and thought leadership pieces. These videos would also likely be longer in length and explain more than a video on the B2C side which is trying to push a product.

The other top trait which this option possesses is the focus on relationship development. We all know that in B2B decisions are considered very carefully, usually involving a group. Video allows you to reach various parties and explain how your solutions can aid them in reaching their business goals.

According to a study by HubSpot, 96% of marketers believe that videos enhance users’ understanding of their products or services. Collaborating with a video marketing agency allows you to harness these insights to create impactful video campaigns that yield results.

Why Market Research Matters

By leveraging market research, you can track emerging trends and understand what your audience wants. For video marketing agencies, this research is the key to crafting content that resonates with viewers and drives engagement.

Benefits of Using Market Research to Track Trends

Market research offers several benefits. Firstly, it helps you identify what types of video content your audience is engaging with. Is it short, snackable videos or in-depth tutorials? By understanding this, you can tailor your video marketing strategy to match current preferences.

Secondly, market research keeps you informed about industry trends. For example, if live streaming or personalized video content is gaining traction, you can adapt your strategy accordingly. This not only ensures that your videos remain relevant but also positions your brand as a leader in the field. A video marketing agency can leverage this data to create videos that stand out in a crowded market.

Types of Market Research Relevant to Video Marketing

There are a few key types of market research that are particularly useful in video marketing:

• Audience Analysis: This involves gathering data about your target audience's preferences, behaviors, and pain points. You can use the information on what matters to your audience, and you will be able to create videos that cater exactly to their need which makes your content even more meaningful.
• Competitor research: This involves checking out what your competitors are doing to understand how you can stand out in the video market or even fill a gap. If, for example, your competitors are not using a particular video format then this may be an option for you.
• Track Trends: Keeping an eye on trends helps you anticipate what is coming. For example, if data suggests that a particular type of video becomes more popular over some time, a video marketing agency can incorporate this into your strategy to keep your content fresh and engaging.

Key Trends Identified Through Market Research

These trends should help inform some successful video learnings you can apply to your strategy:

1. The Rise of Individualized Video Content

Personalization has become more than a buzzword; it's now an imperative. Tailor Videos to Meet the Exact Needs and Preferences of your audience. Use dynamic elements that speak to the individual viewer.

2. Live Video Streaming Growth in Webinars and Events

Live video streaming has exploded in popularity, particularly for webinars and events. Here you get to connect with your audience live and build up a sense of community and urgency. Lean on live streaming for improved messages, reach and genuine connections.

3. The Rise of Interactive Video Features

Interactive videos have changed the way we visually consume content. Including clickable links, polls and quizzes can boost view time. At the very least, this should be a trend that will empower consumers to pick their own way of consuming online video giving a better experience.

4. Rising Importance of Video SEO and Analytics

The importance of video SEO and analytics With the growth in popularity of online videos comes a new interest in video SEO, as well as metrics. If search engines understand properly what your videos are about, the visibility can increase drastically. In addition, reviewing viewer data can give you insight into what is and isn't working so that you can hone your approach. Tracking statistics such as watch time, engagement rates, and viewer demographics will give you a summary of how well your content is not only performing but also who it is impacting the most.

Tools and Methods for Conducting Market Research

When it comes to conducting effective market research, using the right tools and methods can make a huge difference in gaining actionable insights. Here are three powerful approaches you can use:

• Polls and Industry Professional Feedback: The easiest way to collect data is via polls. This is to get first-hand insights on what’s trending, what consumers are looking for and how the market is shaping up from real industry professionals. Google Forms, Survey Monkey, typeform and similar tools can be used to create & distribute surveys, while feedback sessions or interviews will provide deeper insight, which you can use to make more informed decisions.
• Understand Competitor Strategies: By scrutinizing your competitors, you get the perfect insight into what works and what doesn't in your industry. You can identify any gaps in the market or trends you could potentially tap into by looking at their marketing campaigns, content strategies and customer engagement. By analyzing competitor activities from which keywords are performing best to how well their content ranks, tools such as SEMrush and Ahrefs can help you pull ahead by refining your own tactics.
• Utilizing Data Analytics and Video Performance Metrics: Data is a goldmine for market research. By tracking performance metrics, especially in video marketing, you can determine which content resonates with your audience. Then, you should use Google Analytics and YouTube Analytics in order to know your engagement rates, watch time and audience demographics so that you can create content according to the needs of people.

The Continuous Need for Research and Adaptation

Market research plays a crucial role in identifying key trends that can shape your B2B video marketing strategy. By staying informed through research, you can tap into emerging trends like personalized content, interactive videos, and video analytics to engage your audience effectively.

Continuous research helps you adapt to the ever-changing landscape, ensuring that your video marketing efforts remain relevant and drive growth. Stay proactive with market research to keep your strategies competitive and future-proof your marketing success.