12 Video Concepts for Any B2B Enterprise (With Examples) [Infographic]

Video killed the radio star again in 1979 – and it nonetheless hasn’t gone out of trend. The truth is, it’s such an ingrained element of right this moment’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.

Meaning B2B manufacturers can’t afford to be digital camera shy. Video is likely one of the most participating advertising mediums on the market, making it more and more tough to compete with out a stable video advertising technique.

Let’s speak video:

1. Video blogs (Example from Adobe).
2. Product videos (Example from Slack).
3. Explainer videos (Example from Adobe).
4. Tutorial videos.
5. Video interviews.
6. Influencer marketing videos.
7. Event coverage.
8. Testimonials and case studies (Example from HubSpot).
9. User-generated content.
10. Animation.
11. Time lapse videos.
12. Social videos (Example from GE).

Why video?

The easy reply: Individuals are watching. Collectively, our video viewing instances add as much as one billion hours of YouTube content each single day. We will confidently guess {that a} hefty chunk of B2B audiences are among the many viewers including to that extraordinary quantity.

Not bought? That’s truthful – we’re solely getting began. There are extra numbers to help how crucial it’s for manufacturers to start out brainstorming some video advertising concepts:

• 80 p.c of web site visitors is video content material.
• 87 p.c of entrepreneurs use video of their methods.
• 73 p.c of B2B entrepreneurs report constructive video ROI.

Video advertising performs so nicely as a result of it’s such an intuitive, participating and concise manner for viewers to eat content material. Whereas the written phrase has its place, video brings it to life. Plus, it really works on nearly any platform. Create a video to your homepage or embed one in a weblog put up. Share video clips or dwell video on social media channels – the alternatives are countless.

B2B patrons conduct intensive analysis earlier than making selections, which implies an informative but participating model video cannot solely break up the method with some welcome leisure but in addition speed up their path to buy. Video advertising may also add an emotional, private contact to an in any other case logic-oriented B2B world, making manufacturers stand out as related, related and real firms – and sources of content material which are price watching.

To place it in exact advertising phrases, video can imply:

• Enhancing model consciousness.
• Rising social engagement.
• Constructing shopper belief and loyalty.
• Outranking opponents in natural attain.
• Reaching and changing prospects.

What sort of video are we speaking?

As soon as on board with how essential video is in right this moment’s advertising world, it’s time to find out what sort of video is correct for B2B advertising methods. The kind of video may also lend itself to subject concepts, and vice versa.

B2B firms can make the most of varied forms of movies, together with:

1. Video blogs: Also called vlogs, these are sometimes presenter-led video sequence 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 intense and your vlogging may make your model the subsequent YouTube sensation. In all seriousness, you possibly can borrow some suggestions and methods from the web’s vlogging stars and wonder gurus, however B2B movies don’t want fame to achieve success advertising property.

2. Product movies: Let your merchandise information the subject era. Designed to focus on a selected services or products, these demo and how-to movies present B2B audiences how they will make the most of the model’s merchandise. This generates model consciousness and permits viewers to visualise product advantages. When led by an influencer or model ambassador, product opinions and demos carry much more weight with audiences. Take into consideration unboxing movies, which have viewers glued to the display awaiting an influencer’s speedy response to a brand new product.

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, solutions questions, discusses services and products or plugs upcoming promotions, webinars and different occasions. B2B entrepreneurs typically use explainers to show viewers about their services or products, producing model consciousness and bettering lead era.

4. Tutorial movies: These movies train viewers the best way to do one thing, offering them with helpful suggestions and step-by-step instruction. The tutorial subject is as much as you. Simply make certain it’s related to your viewers and there’s a transparent connection to your model product, service or mission.

5. Video interviews: B2B patrons might not be capable of e book a gathering with the CEO or hang around with business consultants on a whim, however they will watch movies of what these sorts of individuals need to say. Video interviews permit B2B manufacturers to focus on essential inside characters in addition to function professional visitors or influencers. This incites conversations between manufacturers and their audiences, builds belief and establishes B2B manufacturers as invaluable sources of related, participating content material.

7. Event coverage: Designed to give viewers a glimpse into industry and brand events, these videos can include shots of the location and activities, as well as interviews with attendees and organizers.

8. Testimonials and case studies: B2B consumers trust other buyers and their experiences with brands, making it an effective strategy for B2B companies to put their best success stories in an engaging, easy-to-digest video format.

9. User-generated content: Video strategies don’t always have to be all content creation – there’s room for some curation in there, too. While this doesn’t make sense for all B2B worlds, some brands (especially those that target a mix of B2B and B2C audiences) can take advantage of active users sharing videos of their products, services and events.

10. Animation: Cartoons and graphics are fair game, too! Animated videos are especially useful for explaining complex ideas and technical products or services in a visual, light-hearted format.

11. Time lapse videos: This kind of video captures lots of photos during a set period of time, compiling them into speedy video footage. B2B brands can use time lapse videos for covering live events, for example.

12. Social videos: These can be any kind of the videos listed above, as long as they’re short enough to suit the fast-paced nature of their social destination. The nature of these platforms also allows B2B marketers to test new video ideas and have some fun with the process, such as sharing live video content, event coverage, man-on-the-street consumer polls and creative short films.

Ongoing video blog: Make It. A Talk Show from Adobe Creative Cloud.

Adobe itself is likely one of the largest names within the artistic group – however they use this video sequence to shine a light-weight on different sizzling creatives on the scene. Offered by Adobe hosts, these weekly installations are insider appears to be like at artistic processes, full with inspiration and recommendation.

In a single video, famed YouTube character Hannah Hart discusses constructing a private model:

The sequence even will get a tad political with a spotlight on The Younger Turks on-line information present:

The movies present business recommendation from trusted and revered voices within the subject, making the content material related for Adobe’s blended B2C and B2B viewers. They’re not supposed to be product plugs however as a substitute help the model’s mission to encourage creativity. After all, Artistic Cloud helps creatives do exactly that – making the connection between this video content material and Adobe seamless.

Whereas this video sequence lives on Adobe’s YouTube channel reasonably than the web site weblog, it’s the proper instance of the type of content material that enhances editorial methods with helpful info offered in a video format. As such, these movies assist Adobe set up the model as not solely a artistic product provider but in addition a invaluable useful resource.

Why it really works: Hundreds of views on every video isn’t too shabby when measuring site visitors and engagement. Plus, the usage of business influencers and related subjects enhances attain and builds belief whereas conserving viewers coming again for extra.

Tutorial movies: How to Create an Animated GIF in Photoshop from Adobe

That’s proper: Adobe Artistic Cloud is on our checklist of examples twice. They’re, in any case, the gurus of graphic design, video modifying, net growth and images. Participating 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 train the audience the best way to full particular duties utilizing the Adobe Artistic Cloud.

Each video follows an identical 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 video sequence that may serve a number of phases of the gross sales funnel: current 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 best.

Product demo: Slack Collaboration Hub for Work

Slack is all about simplicity – and the model desires to make life straightforward for firms who simply launched the platform to their staff. Even higher, the model does this with high-energy, quirky movies which are in step with its total 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 shared conventional video tutorials, that are step-by-step introductions to the varied Slack options.

https://www.youtube.com/watch?v=JsX8V4hzENo

These are particularly useful for customers, because the visible course of is far simpler to comply with than a written description. Present Slack customers might even choose up on some suggestions they didn’t contemplate earlier than. Plus, it provides firms an inside have a look at the platform once they’re deciding whether or not it’s the precise communication software for his or her staff.

Why it really works: These movies are fast, clear, enjoyable and simple to comply with, that are the makings for the type of informative movies viewers discover particularly helpful. Plus, the tutorials come straight from the supply, which implies everybody trusts them to be correct demos.

Testimonial: HubSpot Customer Success Stories

These on-location interviews showcase professionals speaking passionately about their firm and expertise with Hubspot. Whereas Hubspot is lowkey patting itself on the again, the glowing suggestions come from the consumer’s voice reasonably than straight from the model.

It seems like we’re sitting down and having a dialog with Michael, which provides a private contact that resonates with different advertising professionals who’re within the course of of constructing an identical choice. There’s room to place artistic spins on these sorts of testimonial movies, however Hubspot showcases the tried-and-true storytelling format.

Why it really works: If these purchasers have been prepared to take part within the video, it’s a transparent signal that they have been pleased with the supplied services or products. That makes different viewers (aka potential B2B patrons) extra seemingly to decide on Hubspot, trusting that they too will take pleasure in working with the corporate.

Social movies: All the pieces Basic Electrical

GE’s social media presence is every little thing all of us need ours to be – and its savvy posting isn’t restricted to 1 platform. We’re speaking Facebook, LinkedIn, Instagram and even Snapchat. Plus, a fascinating mixture of dwell, produced and animated video content material.

The model leverages social media to do every little thing from displaying how their expertise works to sharing shops about how their improvements are making a distinction around the globe to asserting new tasks.

The outcomes are dwell updates that inform an more and more compelling model story. It’s an trustworthy look behind the scenes at GE, which matches manner past making kitchen home equipment.

Why it really works: Know-how is advanced – however it’s additionally insanely superior when you think about the way it works and what it could actually 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 steadiness.

Create your individual purple carpet-worthy video content material

Able to hit file? No worries should 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 way of video. You will get extra artistic together with your video advertising technique going ahead.

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 parts 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.

Within the meantime, we’ll roll out the purple carpet to your sensible movies.

Editor’s Be aware: Up to date November 2022.