Sales Videos Generate 2.4x More Views Than Documents
Allego's analysis of over 41,000 sales content items found that videos generate 2.4 times more views, 12% higher engagement likelihood, and three times more frequent engagement than documents, with personal videos performing best, highlighting buyers' strong preference for dynamic video content over static documents in B2B sales interactions.
Sales enablement platform provider Allego analyzed over 40,000 content items, revealing insights into the effectiveness of documents and videos.
Allego announced new research on the state of sales video for sellers nationwide. “The Sales Video Report” provides data on the usage and adoption of documents and videos for sales and offers recommendations for B2B sales leaders on how to make the best use of video for their business.
According to Mark Magnacca, president and co-founder of Allego, buyers are more likely to engage with video than static documents. Video is described as faster, easier, and more engaging, helping to communicate messages dynamically.
Allego analyzed views and shares of 41,125 content items, including 12,463 documents (PDF, PowerPoint, and Word) and 28,662 videos, to better understand the effectiveness of each type of content. All content was shared by sellers with external users, likely prospective buyers. The data revealed that video outperforms documents in views, opens, and engagement. Key findings from the report include:
- Videos generate 2.4x more views than documents.
- Recipients are 12% more likely to engage with videos versus documents.
- Recipients engage with videos 3x more frequently than documents.
- Personal video content generates 3.6x more views than other video content.
- Viewer engagement drops as video lengthens.
The data indicates that today’s buyers prefer video over static formats, signifying that providing opportunities for sellers to engage buyers with video will be even more essential in the year ahead.
Report Methodology
Allego analyzed views and shares of 41,125 content items, including 12,463 documents (PDF, PowerPoint, and Word) and 28,662 videos (mp4). These videos and documents were shared by internal users 180,365 times and viewed by external users 399,045 times. The analysis measured content usage by 3,596 users of the sales enablement platform at 67 companies in high tech, financial services, life sciences, and other industries between July 2021 to June 2022. Of those, 1,488 users shared videos and 3,125 shared documents. All companies included had enabled Allego’s external sharing capability to send documents and videos to recipients outside their organizations. Companies with fewer than 10 external sharing users were excluded to prevent data skew.
To view the full research report or learn more about the power of video for your organization, visit Allego.com.
About Allego
Allego provides a complete sales enablement platform with patented technology to help sellers win buyers. Their sales enablement, learning, content management, and conversation intelligence products accelerate performance for sales and other teams. Allego is a market leader with nearly 750,000 users across deployments in one quarter of Dow Jones Industrial Average companies, 5 of the 10 largest U.S. banks, 3 of the 5 largest U.S. insurance companies, 4 of the 5 largest global medical device companies, 6 of the 10 largest U.S. wealth management companies, 14 of the 20 largest U.S. asset management companies, and many other global enterprises.
Contacts
Ginna Hall
617.642.9049
ghall@allego.com
BLASTmedia for Allego
Nikita Robinson
317.806.1900 ext. 174
allego@blastmedia.com