Trending video content strategies for B2B marketing
Unlock the power of video to supercharge your B2B marketing strategies and achieve phenomenal results. This article unveils the latest trends in video content creation, from leveraging the captivating nature of short-form videos to harnessing AI for unparalleled engagement. Dive in to discover how you can transform your B2B marketing with video.
In the dynamic landscape of B2B marketing, video has emerged as a powerful tool for engagement, lead generation, and brand building. Video marketing offers a compelling way to connect with audiences, convey complex information, and drive conversions. The sheer volume of video content uploaded daily necessitates strategic planning to stand out and achieve your marketing goals. This article explores trending video content strategies, informed by industry research and expert insights, to enhance your B2B video marketing strategy.
The Power of Short-Form Video
B2B marketers are increasingly leveraging the popularity of short-form video content, with 83% reporting using platforms like TikTok, Instagram Reels and YouTube Shorts. This trend aligns with the changing consumption habits of audiences, who prefer bite-sized, easily digestible content. Short-form video excels in capturing attention, delivering concise messages, and generating high engagement levels.
Tips for Success:
● Keep it concise and impactful: Focus on delivering your key message within the first few seconds.
● Embrace creativity: Experiment with different formats, trends, and visual effects.
● Leverage platform-specific features: Utilise interactive elements, hashtags and challenges.
● Optimise for mobile viewing: Ensure your videos are easily viewable on smaller screens.
Social Media as a Primary Distribution Channel
Social media platforms have become the dominant channels for B2B video distribution. Instagram leads the way with 76% of marketers reporting its use, followed by YouTube (67%), Facebook (60%) and TikTok (54%). These platforms offer vast reach, targeted advertising options and sophisticated analytics for measuring performance. LinkedIn, a platform specifically for professionals, is also gaining traction for B2B video marketing, particularly for longer-form content and thought leadership pieces.
Beyond Brand Awareness
While brand awareness remains a primary goal for B2B video marketing, videos are proving effective in achieving other business objectives, such as lead generation, customer education, and sales. 79% of marketers find video effective in improving customer understanding of their products and services, while 79% also report success in lead generation.
Content Strategies that Resonate
● Showcase your product/service in action: Demonstrate its value proposition and key features.
● Create relatable content: Connect with your audience on a human level, highlighting shared challenges and aspirations.
● Provide educational value: Offer insights, tutorials, and tips that address your audience’s pain points.
● Feature customer testimonials: Build credibility through authentic endorsements from satisfied clients.
● Go behind the scenes: Offer a glimpse into your company culture, processes, and people.
Harnessing the Power of AI
The integration of artificial intelligence (AI) is transforming B2B video marketing. 91% of B2B marketers leverage AI in their video creation process.
AI applications include
● Generating video descriptions, titles, and tags for improved searchability.
● Enhancing visual effects and creating transitions.
● Creating outlines and scripts.
● Improving lighting and colour correction.
Measuring Success
Tracking key performance indicators (KPIs) is crucial to assess the effectiveness of your B2B video marketing efforts.
Key metrics include:
● Engagement (likes, comments, shares).
● Watch time.
● View count.
● Audience retention.
● Conversion rates (leads generated, sales).
B2B video marketing continues to evolve, driven by technological advancements, changing audience preferences, and the pursuit of measurable results. By embracing trending content strategies, leveraging AI-powered tools, and focusing on delivering value to your audience, you can harness the power of video to elevate your B2B marketing strategy and achieve your business goals.
