Have you noticed how massive smartphone screens are these days? There’s a good reason for it – people are spending more and more time watching videos on them. 70% of consumers now watch videos on smartphone, and it’s estimated that 50% of all viewing will be on a mobile screen by 2020, with half this on smartphone.

Content is now easier to consume than ever before. It’s what people have come to expect.

But as the volume of content grows, finding the relevant stuff is becoming increasingly difficult. Today, the average time spent searching for video content is almost one hour per day, and 1 in 8 believe they’ll get lost in the vast amount of content available in the future.

We’ve all been there. You want to watch something on Netflix, but you end up spending more time searching through the thousands of movies and TV shows than you do actually watching anything.

It got me thinking about how this age of on-demand content applies to B2B marketing, especially since 26% of all webinars are in MOI’s area of expertise, the technology sector.

Whenever, wherever

In this on-demand culture, if your webinars aren’t made available to watch whenever people want, you’re missing out on so many potential viewers. According to research by GoToWebinar, 84% of B2B consumers opt for replays over live webinars. And forcing people to have to watch only at a specific time on a specific day is just plain inconvenient.

OK, so you’re probably already making your webinars available on demand. But what you might not be doing is making them as easy as possible to find.

Take, for example, Modern Business Experience (MBX), which was produced by MOI for Oracle. It was a live event that attracted thousands of attendees, as well as a digital experience where every presentation and keynote was livestreamed.

When these livestreams were made available to watch on demand, they weren’t just hidden away. Instead a dedicated platform was set up, where videos were organized into each of the event’s four tracks. So, all videos were in one place and relevant content was easy to find.

And that made it easier to keep promoting the content after the live event, enabling Oracle to continue generating interest and leads, and build up data of what people are actually watching, data that can potentially be used to improve future content.

It meant a far bigger audience than just those who attended the live event.

Gated versus non-gated content

On the topic of bigger audiences, we can’t avoid the elephant in the room: gated versus non-gated. This goes for non-video content too. Is it better to have more people consuming un-gated content, or fewer people consuming gated content but with the added benefit of capturing their details?

I think the first option will increasingly be the right answer as people become more wary of how their personal data is collected, stored and used (hello GDPR). And let’s not forget that everyone hates filling out forms.

So next time you create an eBook or whitepaper, if you feel it’s not so compelling that readers feel like they have no choice but to get in touch with a sales person, maybe think twice about publishing it. Anyway, B2B buyers are already doing all their research before wanting to speak to anyone.

In reality, we’ll probably continue to see a mixture of both in the foreseeable future, but I’d like to see the balance shift in favor of making content as easy as possible for consumers to find and access. Marketers put so much time and effort in to creating compelling content – doesn’t it make sense to have as many people see it as possible?

Speaking of the future, I’d like to leave you with one more statistic, some food for thought for your future webinars and on-demand videos: by 2020, one in three consumers will be VR users.

What do you think, gated or un-gated? Get in touch to let me know, or to chat about how your brand can make it easier for people to consume your content.

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