Thought Leadership

Video content: 5 actionable use cases for modern market analysis providers

Content ManagementIntegrations

With more people than ever consuming video online, B2B market research publishers can no longer afford to ignore this valuable content and subscriber engagement tool.

Online video consumption has more than doubled

It’s estimated that consumption of online video has more than doubled since 2018. The pandemic fuelled rapid growth in all digital trends, with 96 per cent of consumers saying it increased the amount of video they consumed online.

People watch an average of 19 hours of online video per week and are twice as likely to share video content. 96 per cent of people have watched an explainer video to learn more about a product or service.

There’s no doubt that video is a medium that publishers of market research and analysis can no longer ignore. Video is an interactive and immersive way of sharing information, and researchers believe it also improves our ability to retain and recall information.



An embedded video exhibit in the Content Catalyst platform

Here are five ways market research publishers can use video to deliver content and engage subscribers:

1. Report summaries

A report summary is your chance to sell the unique benefits of a new report or series of reports. It’s also an opportunity to reinforce the relationship between subscribers and analysts.

Video increases subscribers’ engagement with content and showcases your team’s personality and expertise. Research shows that a massive 88 per cent of people have been convinced to buy a product or service by watching a brand’s video, highlighting the opportunity market analysis publishers have to follow suit and see significant commercial rewards.

2. Live and pre-recorded webinars

Support the launch of your new report or explore a hot topic via live or pre-recorded webinars. Make time after your webinar for a Q&A session, as this is the most attractive part of a live webinar, according to 92 per cent of webinar attendees.

Use Q&As to address questions and inform participants of related products and services. Then, follow up with a recording of your session to attendees and offer the chance to book time with an analyst.

The ideal length for a webinar is between 30 and 45 minutes. Embed live and pre-recorded webinars directly into reports or on a separate webinar marketing page.

3. Break up text-heavy reports

Breaking up your reports with short videos could increase engagement with your content. Use video to support essential points, explain data exhibits, or provide supporting analysis.

In 2022, 82 per cent of marketers said video helped them to increase dwell time – a metric that indicates how long someone spends on a webpage before heading back to search results. Combined with time on page, it can demonstrate how engaged a visitor is with your content.

4. Bitesize emailable updates

Short-form content up to two minutes long can help to engage subscribers between report releases. Provide topic updates, analysis, opinion, or new data points that direct subscribers to your website or encourages them to book time with an analyst.

Short-form video is well-suited for distribution via social media or email. Sales teams that use videos in their emails get a 16% higher open rate and a 26% increase in replies.

5. Personalised videos

Personalised videos are 35% more likely to retain viewers than non-personalised videos. By tailoring videos to the interests of subscribers based on usage data, you could increase readership and subscriber retention.

Publishing technology such as Content Catalyst provide usage stats based on individual subscribers and accounts. Analyse the most popular topics, keywords, and reports for personalised video inspiration.

Unlock the full value of content with video

Video provides a more interactive and immersive learning experience and can therefore increase subscriber engagement. Video also showcases the expertise of your analysts and can deepen their relationship with subscribers, which smooths the path to renewals.

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Content Catalyst customers can embed summary videos, webinars, and analyst commentary into research reports using the recently released Vimeo integration. Use video to unlock the full value of your market analysis content today.

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