Video killed the radio star again in 1979 – and it nonetheless hasn’t gone out of vogue. Actually, it’s such an ingrained part of in the present day’s media consumption habits that many people can unintentionally watch a number of minutes of video content material earlier than we even have our morning dose of caffeine.
For a contemporary business-to-business (B2B) firm, leveraging artistic digital advertising and B2B advertising video strategies is crucial to matching these consumption habits with partaking video concepts.
Meaning B2B manufacturers can’t afford to be camera-shy. Video is likely one of the most partaking advertising mediums on the market, making it more and more troublesome to compete with no strong B2B video advertising technique. By producing intentional video content material that captures a wider viewers, a B2B marketer can amplify model consciousness and join deeply with potential prospects throughout practically each social media platform.
Let’s speak video:
- Why Video?
- What Kind of Video Are We Talking About?
- Learn by Example
- Create Your Own Red-carpet Worthy Video Content
Why Video?
The straightforward reply: Individuals are watching. Collectively, our video viewing instances add as much as one billion hours of YouTube content each single day. We are able to confidently guess that a big portion of that extraordinary quantity is B2B audiences on the lookout for instructional movies and priceless insights into numerous options.
As such, B2B entrepreneurs know that spotlight span performs an important function in capturing and conserving this huge viewers’s curiosity, which is why producing high-quality B2B video concepts is so necessary.
Not offered? That’s truthful – we’re solely getting began. There are extra numbers to assist how crucial it’s for manufacturers to begin brainstorming artistic video advertising concepts for his or her digital advertising methods:
- 80% of web site visitors is video content material.
- 87% of entrepreneurs use video of their methods.
- 73% of B2B entrepreneurs report constructive video ROI.
Video advertising performs so nicely as a result of it’s such an intuitive, partaking and concise approach for viewers to eat content material. Whereas the written phrase has its place, video brings it to life with vibrant visuals, potential dwell demonstrations and even testimonial video content material.
Plus, it really works on just about any social media platform. You’ll be able to create a video in your homepage or embed one in a weblog publish. Share video clips or dwell video on social media channels – the alternatives are actually infinite.
As a result of B2B consumers conduct intensive analysis earlier than making choices, partaking model movies can speed up their path to buy by giving them a easy breakdown of the important thing promoting factors (KSPs) and providing welcome leisure. As well as, B2B video content material can assist manufacturers join with audiences and stand out from opponents by offering a private, emotional contact to what’s typically an in any other case logic-driven enterprise world.
It’s also possible to introduce components like animated explainer movies or short-form clips, equivalent to YouTube Shorts, to spark curiosity and preserve the dialog going. To place it in exact advertising phrases, video can imply:
- Enhancing model consciousness
- Growing social engagement
- Constructing shopper belief and loyalty
- Outranking opponents in natural attain
- Reaching and changing prospects
- What Type of Video Are We Speaking About?
What Type of Video Are We Speaking About?
As soon as on board with how necessary video is in in the present day’s advertising world, it’s time to find out what sort of video is true for B2B advertising methods. The kind of video may lend itself to subject concepts, and vice versa.
When brainstormed and executed successfully, every B2B advertising video can spotlight your provide, simplify a posh thought, present priceless insights or increase social proof in a approach that resonates together with your audience.
B2B firms can make the most of numerous varieties of movies, together with:
1. Video Blogs
Also called vlogs, these are sometimes presenter-led video collection that cowl the identical type of editorial content material as written posts. Packaged as a video, vlogs improve your weblog with a visible medium. Take it to the acute and your vlogging might make your B2B model the subsequent YouTube sensation.
In all seriousness, you possibly can borrow some ideas and tips from the web’s vlogging stars and wonder gurus, however B2B movies don’t want fame to achieve success advertising belongings. A brief, informative YouTube video can nonetheless maintain a viewer’s consideration span if it’s produced nicely and addresses urgent questions.
2. Product Movies
Let your merchandise information the subject era. Designed to focus on a particular services or products, these demo and how-to movies present B2B audiences how they’ll make the most of the model’s choices. This generates model consciousness, attracts in potential B2B consumers and permits viewers to visualise product advantages.
When led by an influencer or model ambassador, product critiques and demos carry much more weight with audiences. Take into consideration unboxing movies, which have viewers glued to the display awaiting an influencer’s instant response to a brand new product. Together with a product demo that’s each concise and fascinating is a superb method to emphasize social proof and make the data extra accessible.
3. Explainer Movies
These movies are all about educating and informing viewers. Manufacturers can select what to clarify to their audiences, whether or not it’s a video that promotes the corporate, supplies solutions to questions, discusses services and products or plugs upcoming promotions, webinars and different occasions. By creating animated explainer movies, you possibly can simplify a posh thought and make the main points memorable.
B2B entrepreneurs typically companion with an explainer video company and use explainers to show viewers about their services or products, producing model consciousness and enhancing lead era. An explainer video is particularly efficient at demonstrating ideas in a digestible format, serving to you attain a wider viewers.
4. Tutorial Movies
These movies educate viewers methods to do one thing, offering them with helpful ideas and step-by-step directions. The tutorial subject is as much as you. Simply ensure it’s related to your viewers and there’s a transparent connection to your B2B content material, model product, service or mission.
When executed nicely, tutorial movies double as instructional movies that assist your goal market obtain a purpose.
5. Video Interviews
B2B consumers might not be capable to ebook a gathering with the CEO or hang around with trade specialists on a whim, however they’ll watch movies of what these varieties of individuals must say.
Video interviews enable B2B manufacturers to focus on necessary inside characters in addition to function skilled visitors or influencers who can present priceless insights. This ignites conversations between manufacturers and their audiences, builds belief and establishes B2B manufacturers as priceless sources of related, partaking content material.
6. Influencer Advertising Movies
These movies function trade thought leaders and specialists that your viewers will acknowledge – and be keen to look at. They are often just about any type of advertising video – interviews, tutorials or Q&As – so long as the subject is related to the visitor star.
Influencers, in fact, have busy schedules and loads of inquiries so make your provide interesting by offering nice concepts for the collaboration. The purpose is to make it as simple as attainable for them to movie the content material. This technique can amplify your B2B video content material and show you how to attain a wider viewers rapidly.
7. Occasion Protection
Designed to present viewers a glimpse into trade and model occasions, these movies can embody photographs of the situation and actions, in addition to interviews with attendees and organizers. Occasion protection can later deliver a B2B firm robust visibility and spotlight its trade presence.
8. Testimonials and Case Research
B2B customers belief different consumers and their experiences with manufacturers, making it an efficient technique for B2B firms to place their greatest success tales in an attractive, easy-to-digest video format. A video testimonial or case examine is a strong type of social proof that may assist a potential shopper see your leads to motion.
9. Consumer-Generated Content material
Video methods don’t all the time must be all content material creation – there’s room for some curation in there, too. Whereas this doesn’t make sense for all B2B worlds, some manufacturers (particularly those who goal a mixture of B2B and B2C audiences) can reap the benefits of energetic customers sharing movies of their merchandise, companies and occasions.
This method can strengthen a B2B model’s neighborhood and supply further social proof for these evaluating your options.
10. Animation
Cartoons and graphics are truthful recreation, too! Animated movies are particularly helpful for explaining advanced concepts and technical services or products in a visible, light-hearted format. Animated explainer movies, as an illustration, can distill a posh thought right into a visually interesting presentation, serving to viewers higher perceive the subject at hand.
11. Time-Lapse Movies
This sort of video captures plenty of images throughout a set time frame, compiling them into speedy video footage. B2B manufacturers can use time-lapse movies for overlaying dwell occasions, for instance, or any state of affairs the place it’s priceless to present a behind-the-scenes perspective.
12. Social Movies
These will be any type of the movies listed above, so long as they’re quick sufficient to swimsuit the fast-paced nature of their social vacation spot. The character of those social media platform channels additionally permits B2B entrepreneurs to check new video concepts and have some enjoyable with the method, equivalent to sharing dwell video content material, occasion protection, man-on-the-street shopper polls and artistic quick movies.
Attempt utilizing YouTube Shorts or different short-form video apps to seize fast micro-stories, and keep in mind to maintain your B2B video advertising technique aligned together with your viewers’s preferences.
Be taught by Instance
Ongoing Video Weblog: Make It. A Talk Show from Adobe Creative Cloud.
Excellent news: We’re executed with definitions and descriptions. Now it’s time to point out you what we imply. Try these examples of video advertising content material that steal the present.
Adobe itself is likely one of the greatest names within the artistic neighborhood, however they use this video collection to shine a light-weight on different scorching creatives on the scene. Introduced by Adobe hosts, these weekly installations are insider appears at artistic processes, full with inspiration and recommendation.
In a single video, famed YouTube persona Hannah Hart discusses constructing a private model.
The collection even will get a tad political with a spotlight on The Younger Turks on-line information present.
These movies present trade recommendation from trusted and revered voices within the subject, making the content material related for Adobe’s combined B2C and B2B viewers. They’re not supposed to be product plugs however as a substitute assist the model’s mission to encourage creativity. In fact, Artistic Cloud helps creatives do exactly that, making the connection between video content material and Adobe seamless.
Whereas this video collection lives on Adobe’s YouTube channel fairly than the web site weblog, it’s the proper instance of the type of content material that enhances editorial methods with helpful info introduced in a video format.
As such, these movies assist Adobe set up its model as a artistic product provider and a priceless useful resource. For B2B advertising video lovers, it’s a reminder that constructing a presence by means of constant B2B video content material will be extremely priceless.
Why it really works: 1000’s of views on every video aren’t too shabby when measuring site visitors and engagement. Plus, using trade influencers and related subjects enhances attain and builds belief whereas encouraging viewers to return again for extra.
Tutorial Movies: How to Create an Animated GIF in Photoshop from Adobe
That’s proper: Adobe Artistic Cloud is on our record of examples twice. They’re, in spite of everything, the gurus of graphic design, video enhancing, net improvement and pictures. Partaking video content material is their factor, and so they show as a lot with their tutorial movies.
This is only one in an ongoing series of how-to videos that educate the audience methods to full particular duties utilizing the Adobe Artistic Cloud.
Each video follows the same format: There’s no narration, simply step-by-step visible demonstrations with occasional textual content annotations. It’s video manufacturing at its most elemental – all visuals, on a regular basis.
Why it really works: Adobe Artistic Cloud has a B2B video advertising masterclass right here. They’ve created a B2B advertising video collection that may serve a number of phases of the gross sales funnel: Present prospects who need to maximize the worth of the Artistic Cloud, and potential prospects who need to see extra nuanced examples of the software program at work.
Feast your eyes, as a result of that is content material advertising at its most interesting.
Product Demo: Slack Collaboration Hub for Work
Slack is all about simplicity, and the model desires to make life simple for firms which have simply launched the platform to their workers. Even higher, the model does this with high-energy, quirky movies which are in keeping with its general branding.
These movies may even double as company promotional movies, summing up precisely what the Slack platform can do for worker collaboration. The model additionally shares conventional video tutorials, that are step-by-step introductions to the varied Slack options.
These are particularly useful for customers, because the visible course of is way simpler to observe than a written description. Present Slack customers might even choose up on some ideas they didn’t contemplate earlier than. Plus, it offers firms an inside take a look at the platform once they’re deciding whether or not it’s the appropriate communication instrument for his or her workers.
Why it really works: These movies are fast, clear, enjoyable and straightforward to observe, that are the makings for the type of informative movies viewers discover particularly helpful. The tutorials come straight from the supply, which implies everybody trusts them to be correct demos.
For a B2B firm exploring digital advertising channels, it’s a powerful instance of how product demos can simplify and spotlight distinctive options.
Testimonial: HubSpot Customer Success Stories
These on-location interviews showcase professionals speaking passionately about their firm and expertise with Hubspot. Whereas Hubspot is low-key patting itself on the again, the glowing suggestions come from the shopper’s voice fairly than immediately from the model.
It seems like we’re sitting down and having a dialog with a buddy, which provides a private contact that resonates with different advertising professionals who’re within the course of of creating the same resolution. There’s room to place artistic spins on these sorts of testimonial video items, however Hubspot showcases the tried-and-true storytelling format.
Why it really works: If these shoppers have been prepared to take part within the video, it’s a transparent signal that they have been proud of the offered services or products. That makes different viewers (aka potential B2B consumers) extra seemingly to decide on Hubspot, trusting that they too will get pleasure from working with the corporate.
These video testimonials reinforce the model’s worth by means of actual buyer experiences, reaching highly effective social proof within the course of.
Social Movies: Every part Normal Electrical
GE’s social media presence is all the pieces all of us need ours to be – and its savvy posting isn’t restricted to 1 platform. We’re speaking Fb, LinkedIn, Instagram and even Snapchat. Plus, an attractive mixture of dwell, produced and animated video content material.
The model leverages social media to do all the pieces from displaying how their know-how works and sharing tales about how their improvements are making a distinction world wide to saying new tasks.
The outcomes are dwell updates that inform an more and more compelling model story. It’s an sincere look behind the scenes at GE, which matches approach past making kitchen home equipment.
Why it really works: Know-how is advanced, nevertheless it’s additionally insanely superior when you think about the way it works and what it may obtain. GE makes this dense world accessible to viewers however nonetheless interesting to engineers and potential enterprise companions.
Hats off to GE for mastering that delicate stability. In doing so, they join with a B2B viewers who respect instructional movies on superior subjects and see the model’s real-world affect.
Create Your Personal Crimson-carpet Worthy Video Content material
Able to hit a brand new file? No worries in the event you’re nonetheless a tad hesitant. Begin with what you already know so nicely, creating company promotional movies and product demos that exhibit your model by means of video. You will get extra artistic together with your B2B video advertising technique going ahead by incorporating a wide range of B2B video concepts, from enjoyable model video spots to animated explainer movies.
Maintain these golden nuggets in thoughts as you brainstorm video concepts:
- Think about size – consideration spans are getting more and more shorter!
- Maintain it skilled with branded components for boosts in recognition.
- Keep away from silences in any respect prices – narration or background music can save viewers from boredom.
- Improve natural attain by optimizing movies with keyword-rich captions and descriptions.
Mixing and matching B2B content material instruments will show you how to discover the candy spot: Quick, punchy “snackable” items for fast engagement, and in-depth tutorials or interviews for extra severe concerns. You would possibly even strive turning concise person quotes right into a testimonial video or sometimes tapping into YouTube Shorts to seize fast reactions.
All of those approaches assist develop your B2B video content material and create a library of partaking supplies that mirror your B2B model. Within the meantime, we’ll roll out the pink carpet in your good movies.
Editor’s Notice: Up to date June 2025.
