The importance of great video content

The importance of great video content

Whatever your business, your customers demand video content.

In the B2C marketplace, this has been true for some time, but what you may not know is that, as these statistics show, demand is now being matched in the B2B arena:

  • 70% of B2B buyers and researchers are watching videos throughout their path to purchase. Nearly half of these researchers are viewing 30 minutes or more of B2B related videos… almost one in five watch over an hour of content. (Google)


  • 75% of executives watch work-related videos on business websites at least once a week. Nearly 60% of executives state that they prefer video over text. (Forbes)


Your customers want to learn about and explore your products and services by watching videos. And I can guarantee that if they are not watching your videos, they are watching your competitors’ videos.

Why is video so powerful?

Since the time when human survival depended on the ability to detect predators, our eyes have evolved to be attracted to the kind of sudden movement that videos provide.


The first of our suite of films for SACHS, a well-established, global automotive brand, achieved over 8 million views.

We also remember a lot more of what we see compared to what we read or hear – 30% of our cortex is devoted to seeing, 8% for touch and 3% for hearing.

A study by Insivia showed: ‘Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.’


A recent LAW Creative film for ZF Aftermarket, the world’s leading supplier in the automotive and industrial aftermarket, was nominated at the European Excellence Awards as one of the Best Corporate Films in 2018.

Storytelling also seems to be in our DNA; from the earliest cave paintings to the latest blockbuster movies, humankind has always used stories to convey messages and to pass on knowledge and experiences. We seem to be programmed to respond to stories; just look at what happens to the brain when it follows a story:


As this video shows, when the brain digests a story it becomes not a mere spectator but an active participant.

We become directly involved in what we watch in much the same way that we do in our regular conversations and activities – we empathise, we make decisions, we draw conclusions: we become fully engaged and participate directly in the communication experience.

As marketeers, surely there is no higher goal for your content?


From the initial conceptual and storyboarding stage, through filming, post-production and beyond, LAW Creative is a one-stop shop for film. To visit our film site, click here.

Tell us your story and we’ll bring it to life – on film. Contact

This article is based on our seminar on the power of film and how to make it work for a business. It was first delivered at the LAW Creative Business Breakfast at the Soho Hotel, London on May 1st, when we were joined by the stars of Channel 4’s SAS: Who Dares Wins, Jason ‘Foxy’ Fox and Matthew ‘Ollie’ Ollerton.