B2B video marketing is the practice of using engaging, eye-catching, and unique video content to attract business clients. Whether or not your product or service is exactly what they’re looking for in that moment, having a memorable video will keep you top of mind for when that need eventually arises. The beauty of video marketing now is that it’s more accessible than ever with top-of-the-line cameras in our pockets and user-friendly editing tools at every corner.
Being able to create a piece of video content isn’t the only pillar of video marketing, though. Knowing what kind of videos to create, when and where to promote them, and which audiences will respond best to them, are the other key factors to finding success. This is where we step in to help! Here are our top 4 video marketing trends and some best practices in implementing them.
Since the rise of TikTok, short-form videos for social media have been taking the world by storm. Platforms like Instagram, Facebook, YouTube and Snapchat have followed suit with their versions of stories or shorts, and even LinkedIn and Twitter joined the band-wagon for a little while. The key takeaway here is, unlike traditional video, these short-form versions are perfect for capturing people’s attention as they scroll through their feeds.
Usually, these videos stay in the 60-seconds or less realm, but they still find a way to deliver a punch. You have precious seconds to grab somebody’s attention, so keep your messaging concise and to the point, your visuals compelling (and vertical for optimal mobile presentation), and your content engaging and informative.
Search Engine Optimized Videos
Every year, search engine algorithms become more intelligent, and businesses learn to adapt to them. With video platforms like YouTube and Vimeo now being used more often as search engines, making sure your videos are seen by the right people is essential. Even if someone types a question into Google these days, Google can recommend a specific part of a video that answers a specific search query.
SEO is more than just finding the correct keywords and inserting them into titles and descriptions. You also want to optimize your video tags, segment your content to be more digestible, add subtitles, and include eye catching thumbnails. Developing a strategy that best suits your videos while keeping your prime audience in mind is a great way to get your brand recognition up.
These types of videos do not aim to sell something, but instead, offer educational information. Add extra value to being a customer by displaying business and industry insights in a creative way. People enjoy learning new things far more than they enjoy listening to sales pitches.
You can educate your audience through a variety of video styles:
- How-to’s are step-by-step instructions on how to implement your product or service
- Tips-and-tricks can offer answers to customer FAQs
- Industry insights allow you to share your knowledge and experience about the industry
- Behind-the-scenes shows a human, personable side of the company
- User-generated content includes case studies, testimonials, interviews, and more
Connecting with your target audience in real-time is an experience unlike any other marketing method. Live streaming, live webinars, and virtual events give your employees the opportunity to show their knowledge, expertise, or skill within your specific industry. Q&As that follow these live videos give your audience a space to be heard and answered in a timely manner. It’s a fantastic way of building personal relationships with your customers which, in turn, makes them feel more connected to your brand.
When hosting any type of live video, be certain to have the highest quality stream possible. Once that is secured, be sure to make the actual live experience fun and interactive for your attendees. Break apart your presentation in ways that will keep your audience asking questions, wanting more information, and looking forward to seeing what’s next. Using polls or emoji sliders for their responses, or having someone monitor questions in the comments are great and easy ways to keep them engaged.
Video marketing has seen a real surge in the past few years, and will only continue to grow. It evolves at a rapid pace, so keeping up with the latest trends is vital to keeping your brand front and center to potential customers.
Want to get started with video marketing? Get in touch with somebody from our team, or shoot us an email at email@example.com.