Why has video become essential in BtoB?

In recent years, video has become an essential component of B2B communication and marketing strategies. Like B2C, professional audiences favor the video format which turns out to be a real factor of engagement. In 2016, CISCO published a study on the evolution of network traffic in which it stated that 82% of global internet traffic would be represented by video in 2021. We are there and the least we can say is that the the B2B sector has something to do with it! Decryption of this content marketing tool which is emerging as the new face of companies and brands.

A format increasingly popular with prospects

And that is to say the least ! The figures speak for themselves and would convince anyone who still doubts the relevance of video in the professional context.

While B2C consumers had already shown their interest in this format (a survey conducted by HubSpot in 2017 of 3010 consumers revealed that 54% of them preferred video content for brands and businesses), the B2B sphere does not was quick to do the same.

Already in 2013, 72% of buyers said they were looking for information about a company after seeing a B2B video marketing campaign (according to a study conducted by the publisher International Data Group).

Aware of the challenges linked to digital, brands quickly understood the value of video. A format which in fact allows, through its dynamic, empathetic or even downright quirky approach to achieve communication and marketing objectives:

  • # 1 Increase visibility of the brand as well as of its products and services
  • # 2 stand out
  • # 3 Generate leads
  • # 4 Retain customers

According to another study by TopRank, 70% of BtoB companies today include video in their strategy of content marketing or brand content. Many of them even choose to use a btob agency. In addition to traditional communication tools (website, e-mailing, digital acquisition, social networks, etc.), video support makes it possible to diversify the content of its brand. YouTube's figures, on the other hand, only confirm this craze: with nearly 2 billion users each month, it has become the second most popular social network, just after Facebook and the second search engine, behind Google. .

This success is accompanied by concrete results in terms of B2B: video strengthens the engagement rate and more easily holds the attention of Internet users, including prospects. It also helps to improve the visibility of the website on search engines (SEO) thanks to the text description that accompanies the video. Landing pages, for example, can increase their conversion rate by 80% when they contain a video!

According to the Tubular Insights platform - specialist in video and digital content strategies -73% of B2B marketers say that video has a positive impact on ROI.

🎯 Uses and good practices of BtoB video

As mentioned above, the video format greatly contributes to achieving the objectives of marketing strategy by developing the visibility of the company or the brand. 

But it does not stop there: the main interest of video content lies above all in its ability to tell a story

Indeed, it is not so much to promote a product or a service but rather to develop a universe, an ecosystem in connection with the brand and to weave a lasting emotional bond with the customer.

From there, several formats are possible depending on the message and the objective pursued:

1. The promotional video 📣

Classically, it consists in simply presenting a service or a product in a pure logic of acquisition.

This format is intended to be short and dynamic (on the model of the famous “pitch elevator”) and which must succeed in capturing the prospect's attention by highlighting the use of the product or service. 

Most often, the offer is presented as the solution to a problem through a range of benefits.

2. The event video 🥂

It can be produced as part of a trade fair, a conference or even a training course in which the company participates. Three possibilities:

  • # 1 A "before" video : to develop the visibility of the event, trigger registrations and arouse the interest of target audiences.
  • # 2 A "during" video: disseminated in the form of live, a format that is also very popular on Facebook and Instagram thanks to stories. The lives make it possible to bring the event to life on the web and thus reach a wider audience. These videos can then be uploaded for later reuse.
  • # 3 An "after" video : in the form of a replay with the provision of supports and extracts. The objective: to generate commitment through sharing by Internet users, to continue to generate visibility once the event is over and to communicate on the success of the event in question.

3. The “Social Media” video 🤳

This is about creating video content dedicated to social networks, including BtoB platforms like LinkedIn. The format must therefore be adapted to these platforms (short format, no more than 1 min) and particularly dynamic to capture the attention of Internet users who are already subjected to a large volume of content.

The objective is to generate a maximum of interactions (comments, shares, etc.) and therefore, organic visibility. The advantage of social networks lies in their ability to strengthen the feeling of belonging and community around a brand or its products.

In addition, all prospects are there (there are no less than 2,23 billion active users on Facebook every day!). The significant reach of social platforms thus makes it possible to give another dimension to branded content. 

Finally, it's difficult today to talk about social networks without mentioning the phenomenon of influencers: consumers love them, and therefore brands too! And the B2B sector is no exception: there are also B2B influencers. By offering them to promote products and solutions to their community, brands benefit from significant visibility and credit.

4. The demonstration video 🧠

“Demo” videos are particularly popular in B2B marketing and communication because they allow an offer to be presented in a clear and professional manner.

The goal? Convince by the image by giving concrete examples of use. Usually cases of companies which bring credibility and which make it possible to discover a product other than by a simple "promotion". 

It is also an opportunity for the brand to highlight its understanding of the professional needs of its BtoB clients by relying on very real experiences.

This content aims to mature a prospect's purchasing decision and is therefore particularly interesting for generating leads.

5. The video testimony / webinar 😍

This type of video is generally part of an “educational” process by sharing experience or expertise. It allows the brand to involve its own customers to give their opinion on a product or a service by addressing prospects directly. 

This makes it possible to create a discussion around the offer while telling a “great customer story”. In B2C, we can draw a parallel with customer reviews, which are very effective in supporting the purchasing decision. These are valuable recommendations!

Webinars and remote conferences, for their part, bring together a large number of Internet users interested in a subject related to one of their concerns such as the brand. This is the perfect opportunity to highlight the benefits of a solution in a more informal setting and to offer potential buyers an experience that goes beyond the simple buying process: entering a community and participating in it.

Thus, regardless of the type of video chosen, it is essential to take into account the expectations of your audience upstream, especially when it comes to B2B communication. By offering videos tailored to their audience, with diverse and scalable content, brands can boost the performance of their content strategy : attract new prospects and retain their customers in a natural and lasting way.

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