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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.

Top video distribution channels by business role

Overall, video is most commonly used by businesses on social media platforms, on their own websites, and during sales and customer conversations.

Which channels do businesses use video content for

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.

Top video types by business role

Some 82% of respondents say the role of video is becoming more important in their organization.

How the importance of video content is changing

About the research: 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.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji