In recent years, video has become an essential component of B2B communication and marketing strategies. Similar to the B2C sector, professional audiences overwhelmingly favor the video format. which is proving to be a real driver 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 video by 2021. We're there now, and the least we can say is that the B2B sector has played a significant role! Let's take a closer look at this content marketing tool that is becoming the new face of businesses and brands.
A format that is increasingly popular with potential customers
And that's an understatement! The figures speak for themselves and would be enough to convince anyone who still doubts the relevance of video in a professional context.
While B2C consumers had already demonstrated their interest in this format (a survey conducted by HubSpot in 2017 among 3010 consumers revealed that 54% of them preferred video content for brands and businesses), the B2B sphere was quick to follow suit.
As early as 2013, 72% of buyers claimed to search 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 of the digital age, brands quickly grasped the value of video. This format, with its dynamic, empathetic, and even unconventional approach, effectively allows them to achieve their communication and marketing objectives.
- #1 Increase visibility of the brand as well as its products and services
- #2 Differentiate yourself
- #3 Generate leads
- #4 Building customer loyalty
According to another study conducted by TopRank, 70% of B2B companies now integrate video into their strategy content marketing or brand content. Many of them even choose to use a B2B agencyIn addition to traditional communication tools (website, email marketing, digital acquisition, social media, etc.), video content allows brands to diversify their offerings. YouTube's figures only confirm this enthusiasm: with nearly 2 billion monthly users, it has become the second most popular social network, just after Facebook, and the second largest search engine, after Google.
This success is accompanied by concrete results in the B2B sector: video boosts engagement rates and more easily captures the attention of internet users, including prospects. It also helps improve website visibility on search engines (SEO) thanks to the accompanying text description. Landing pages, for example, can increase their conversion rate by 80% when they include a video!
According to the Tubular Insights platform – a specialist in video and digital content strategies – 73% of B2B marketing specialists say that video has a positive impact on ROI.
🎯 Uses and best practices of video in B2B
As we mentioned earlier, the video format greatly contributes to achieving marketing strategy objectives by developing the visibility of the company or brand.
But it doesn't stop there: The main appeal of video content lies primarily in its ability to tell a story.
Indeed, it is not so much about promoting a product or service but rather about developing a universe, an ecosystem linked to the brand and building a lasting emotional connection with the customer.
From there, several formats are possible depending on the message and the objective pursued:
1. The promotional video 📣
Traditionally, it consists of simply presenting a service or product with a purely acquisition-oriented approach.
This format is intended to be short and dynamic (on the model of the famous "elevator pitch") and must succeed in capturing the prospect's attention by showcasing 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. Event video 🥂
It can be produced at a trade show, conference, or training session in which the company participates. Three possibilities:
- #1 A "before" video : to increase the visibility of the event, trigger registrations and generate interest among target audiences.
- #2 A video "during": broadcast in the form of live,This format is also very popular on Facebook and Instagram thanks to stories. Live streams allow the event to be experienced online and thus reach a wider audience. These videos can then be re-edited for future use.
- #3 An "after" video : in the form of a rebroadcast with the provision of materials and excerpts. The objective: to generate engagement through sharing by internet users, to continue generating visibility once the event is over and to communicate on the success of the event in question.
3. The “Social Media” video 🤳
The goal here is to create video content specifically for social media, including B2B platforms like LinkedIn. The format must therefore be adapted to these platforms (short, no more than 1 minute) and particularly dynamic to capture the attention of internet users who are already bombarded with a large volume of content.
The goal is to generate maximum interaction (comments, shares, etc.) and therefore, organic visibility. The advantage of social media lies in its ability to strengthen the sense of belonging and community around a brand or its products.
Moreover, all potential customers are there (there are no fewer than 2,23 billion active users on Facebook every day!). The significant reach of social media platforms thus allows branded content to take on a whole new dimension.
Finally, it's difficult to talk about social media today without mentioning the influencer phenomenon: consumers love them, and so do brands! The B2B sector is no exception: there are also B2B influencers. By offering them the opportunity to promote products and solutions to their community, brands gain significant visibility and credibility.
4. The demonstration video 🧠
"Demo" videos are particularly appreciated in B2B marketing and communication because they allow an offer to be presented in a clear and professional manner.
The goal? To convince through visuals by providing concrete examples of use. These are generally case studies of companies that lend credibility and allow a product to be showcased in a way that goes beyond simple "promotion."
It is also an opportunity for the brand to highlight its understanding of the professional needs of its BtoB clients by drawing on real-world experiences.
This content aims to nurture a prospect's purchase decision and is therefore particularly valuable for generating leads.
5. The video testimonial / webinar 😍
This type of video is generally part of an "educational" approach, sharing an experience or expertise. It allows the brand to involve its own customers to give their opinion on a product or service, directly addressing potential customers.
This allows you to create a discussion around the offer while telling a compelling customer story. In B2C, this is similar to customer reviews, which are very effective in reinforcing the purchase decision. They are invaluable recommendations!
Webinars and remote conferences, meanwhile, bring together a large number of internet users interested in a topic related to one of their concerns or to the brand. This is the ideal 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 purchasing process: joining and participating in a community.
Therefore, whatever type of video is chosen, it is essential to take into account the expectations of your audience beforehand, especially when it comes to B2B communication. By offering videos tailored to their audience, with diverse and evolving content, brands can exponentially increase the performance of their content strategy. : attract new prospects and retain their customers in a natural and sustainable way.
