Take a second and think about the content you’ve consumed today. How much of that content has been in a video format? If you’re like me, you’ve probably seen so many it’d be too much trouble to count.
No matter where you hide out on the web, you can’t escape the presence of video—whether it’s the latest YouTube sensation, a Vimeo reel, a new Snap, an Instagram video, or a live feed on Periscope or Facebook.
Video plays a huge role when it comes to B2B purchase decisions. Millennials rank video as the most important type of content used in reaching a product.
Most marketers understand the power video has over prospects since 68% of them says it’s their most effective content marketing tactic.
Video is a powerful medium. It goes beyond the written word by combining sound, visuals, and effects to tell a story or communicate a message. Video is “seductive,” according Liraz Margalit Ph.D. of Psychology Today. We immerse ourselves into video and open ourselves up for emotional attachment and persuasion.
Your content marketing strategy must include video as a dominant tactic. To give you some ideas about the types of video you can produce for your brand, check out our recommendations and example videos of brands doing it right.
1. Brand Video
Almost every company starts its video strategy by creating the perfunctory brand video. Not for nothing, the brand video is one of the staples in most content marketers’ arsenal.
With a strong brand video, you can:
- Communicate your values and mission
- Detail your products and services
- Differentiate your brand from competitors
- Appeal to targeted consumers
But more often than not, brand videos end up as boring, bland corporate suits walking around showing stock footage of buildings, random people, and landscapes. (To see this taken to the extreme, check out Dissolve’s parody video.)
I argue, on the other hand, that a brand video is your opportunity to express yourself in an energetic, creative way. You didn’t get into this business to be boring—you want to improve the lives and work of your consumers. Your video should reflect this.
Take this example video from Schneider Electric. On the surface, the company creates energy-efficient technology. Not exactly a business that screams hilarity and fun. But watch the video below to see how Schneider Electric wants you to see its brand.
2. Explainer Videos
Our brains process visuals 60,000 times faster than text. This fact works to your benefit when it comes to explaining how your products or services work, what benefits they provide to the end consumer, and why your company is the best at providing these solutions.
With an “explainer” video, you can create simple visuals to convey a message often too complex to put into writing. Ninety-three percent of businesses that use explainer videos report an increase in their users’ understanding of their products or services.
When Wistia, an online video hosting and support company, wanted to introduce its new offering, Turnstile, as you might imagine, it turned to video. In this funny, light-hearted explainer video, the Turnstile team explains new features of the tool. Not only does the team get their message across, they also demonstrate their young, startup brand.
3. Company Culture Videos
In the B2B world, businesses and partnerships are forged by the relationships we build. No one hires a company like Boston Interactive with the expectation of never meeting us. On the contrary, businesses hire us because they want to meet us, work with us, and create new ideas to improve their business.
Whatever goods or services you are selling, business will always be better and more sustained when people buy into your culture first. - Christoph Becker, CEO and CCO at gyro
Yes, one of my examples is a video Boston Interactive created about Boston Interactive. But I think it does exactly what a good company culture video should do, so I’d be remiss not to include it here.
We created this video for one simple reason: to show you who we are. It’s one thing to talk about your brand; it’s another to demonstrate it through your fun, energetic company culture.
4. Thought Leadership
As Forrester’s Jeff Ernst remarked, “Business buyers don’t buy your product; they buy into your approach to solving their problems.” Your product might be stellar, but is it backed by stellar leaders? Do you have the knowledge and unique perspective to prove your product’s worth?
In other words, can you put your money where your mouth is?
We all know the value of publishing thought leadership blogs, but think of the value behind capturing that knowledge on camera. Not only do you bring the content to life, you also bring the leader to life. You put a face to a name. You attach a personality that your prospects can grasp.
In this “Planning with Alzheimer’s” series by Fiduciary Trust, you can see the company’s expertise and perspective brought to life. Fiduciary’s CEO Austin Shapard leads the discussion with third-party experts. This panel-discussion series not only demonstrates Fiduciary Trust’s expertise in Alzheimer’s-related financial planning, but also shows the passion and dedication the company has in examining this topic holistically.
Disclosure: Fiduciary Trust is a Boston Interactive client.
5. Case Study Videos
According to eMarketer, 72% of B2B buyers cite case studies as the most valuable type of content during the decision-making process. Case studies illuminate common problems customers seek your business to solve. Ideally, prospects see their own problems reflected in these stories and walk away confident that you can help them as well.
But lengthy, text-heavy case studies can intimidate even the most fastidious readers. Through video, you can immerse a prospect into the story and influence their emotional reaction through powerful storytelling, empathetic visuals, and emotive scores.
As an alcohol wholesaler, Horizon Beverage works with hundreds of alcohol makers—from independent craft brewers to large international suppliers. With more than 80 years in the business, Horizon has many success stories to tell.
To help Horizon capture these stories, we created the “Meet the Maker” series, in which we profiled three craft makers and showed how Horizon’s partnership has helped grow their businesses.
Disclosure: Horizon Beverage is a Boston Interactive client. The videos above was produced by Boston Interactive.
Like explainer videos, videos that detail your company’s process or show how to use your products can help drive home your message that your business is the best choice.
For products, prospects want to know if the product is easy to use, what the interface might look like, how it will impact their day-to-day, and a number of other logistical questions. Likewise, for services, prospects want to know how they’ll work with your business, how often you’ll you meet, what communications tools you use, how billing works, et cetera et cetera.
With so many questions, a simple way to answer them is through a fun, catchy video.
Not to get too meta on you, but our last example is a video about how a video company makes videos. Yeah….
Nevertheless, this video is a great example of how to talk about your client engagement process without sounding stuffy or corporate. It’s straight to the point, easy to understand, and provides a great preview of what a partnership with Broad2World might look like for you, the prospect.
Are You Using Video to Tell Your Story?
Video is a wonderful medium that can greatly impact how your customers perceive you and whether they choose to engage with you over a competitor. With so many types of video content to create, we recommend aligning your video needs to the content strategy of your brand overall.
Interested to learn more about how Boston Interactive creates video to grow your business? Contact us.