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Insider Tips for Better Video Engagement


Devin Alexander


May 21, 2021

Have you considered adding video to your sales strategy? Did you know that over 70% of consumable content on the internet is made up of videos?

It's no secret that video plays a key role in engaging individuals and leading them further down the buyer's journey and eventually to a sale. But, videos tend to be discarded and treated as a one-off "pick-me-up" that is retired once its job is done. 

Videos can last a lifetime. One video alone could be put in front of the same target audience for 20+ years without losing its effectiveness. 

What matters most is this question, "Is it engaging?"

Here are some insights to think with:

Wistia did a very thorough deep-dive into 500,000+ videos hosted on their platform and found several interesting metrics but one, in particular, stood out to me. Two minutes is a sweet spot for engagement. The highest level of maintained engagement came from videos that were up to two minutes long.

You can already see how this helps you. When strategizing how to add videos to your sales tactics, you now know to make them up to two minutes long. This will ensure maximum engagement from your prospects.

WordStream conducted a study in 2018 which showed that 59% of executives, when presented the option between text and video on the same topic, chose the video. Executives with buying power should be given short-form, but impactful videos to learn about your product or services, not long text-based emails with a list of results you've achieved.

What does a video need to be engaging?

- It needs to be quick, to the point.

- It needs to have demonstrative animation or live video to show how the product or service works.

- It needs to have either text or voice-over in a tone that best suits your audience.

- it needs to have music to not fall dead upon arrival with the sound of silence.

- It needs to have a call-to-action at the end that CAN be done and will prompt the prospect to act.

- And it needs to be based entirely on research so it hits real pain points your prospects have.

One thing I've learned from working in the media industry is that sales strategies can fall flat. The common solution is to change the salespeople, rethink the entire strategy, and so on. But not often is it thought of to add impactful video content and then place it on the right channels to reach the right people. 

A good tactic is to analyze your sales cycle, find any gaps where content doesn't exist to further elaborate on the product or service and fill that gap with engaging video content, pitch decks, and so on.

The result is a consistently engaging buyer's journey that doesn't fall flat, keeps the prospects interested, and leads to a higher close rate.

At ContentOne, we created the Marketing Retainer service to fill all of the sales and marketing gaps in the B2B sales cycle with engaging videos, effective ads, responsive landing pages, pitch decks, and more.

Learn more about our services here.

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