A recent Forbes Insight survey revealed that 75% of business executives watch work-related video weekly and that this percentage is higher among younger executives. Importantly, when presented with the same information via text or video, 60% of the survey respondents said that they preferred video over the text-based content.

With buyers wanting to consume video, how do you prioritize and triage what type of video to put in front of them to compel them to action (i.e., buy from you)? Below we outline three types of video that can help influence a sale:

1.)    Testimonials – In a recent study by Dimensional Research, 90% of the participants were impacted by seeing positive customer reviews. Showing how others used your product to add value and their company can offer a great use case as well as a powerful product/service review and credibility builder. Check out this customer testimonial from our partner, Akamai:

2.)    Product Demos – A product demo is a great way to illustrate how your product works in practice and helps the prospect envision how it could work for them. According to IT Business Edge, more than 70% of B2B buyers view video product demonstrations before making a purchase.

3.)    Company Overview – For example, imagine you work for ViralGains and you are asked on the spot, “What is ViralGains?”. You could briefly answer, “A marketing platform to drive YouTube views.” Or you could say, “Let me show you.” and either queue up this:

Or this

Now you see what the product does and the people behind the company.

If a picture is worth a thousand words, the just imagine how many opportunities a video is worth.