The Video Content B2B Buyers Find Most Helpful

Recent research from Brightcove and Ascend2 found that B2B buyers say video content is most helpful when it educates them about a product/service and when it provides a solution to a problem. 58% of respondents say that learning about a product/service is one of the top ways video content is helpful. Additionally, 40% find it helpful when video content helps them learn how to solve a problem, and 36% find it helpful when it helps them understand a problem.

The survey of 305 B2B purchase decision makers revealed that product reviews, product demos, and tutorials are the most recently viewed types of video content. After making a purchase, 49% of buyers say video content is helpful when it helps them learn about other products/services offered by the vendor, and when it provides training/onboarding.

The research was conducted by Brightcove and Ascend2, surveying B2B purchase decision makers from various industries.