How Different Business Teams Distribute Video Content

According to research from Vidyard and Demand Metric, marketers tend to distribute video content most commonly on social media, while salespeople and customer experience professionals more often distribute it to prospects and customers. Social platforms, company websites, and YouTube are the most common distribution channels used by marketers. Salespeople and customer experience professionals distribute video during sales and customer conversations, respectively.

Brand video is the most invested in video type for marketers, whereas salespeople and customer experience professionals prefer demos and product videos. Additionally, 82% of respondents believe that video is becoming increasingly important in their organization.

The research was based on data from a survey conducted in December 2021 and January 2022 among 705 marketing, sales, customer experience, and other business professionals. 47% of respondents worked for B2B firms, 12% for B2C firms, and 41% for hybrid B2B-B2C firms.