You want video content for your B2B marketing. Everyone wants video content for their B2B marketing. Why? Well, landing pages with video content lead to 80% greater conversion. 59% of senior business executives would rather watch a video than read textual content. And 75% of those executives watch business videos at least once a week. Even a simple thing like an explainer video can help a business grow. Just look at Dropbox and their journey from zero to one hundred million users.
Okay, so great videos are important for B2B marketing. But how can they be better? Well . . .
Keep It Short
Some people think it’s important to say as much as possible and then repeat themselves. That isn’t a winning strategy. In the world of video content, shorter is better. The average length of a video on YouTube is 4.4 minutes. And your audience diminishes the longer your video gets. Only 60% of viewers are still around after minute four. 75% are still there a minute and a half into your message. Every second loses viewers.
Get to the Point
Thankfully, if you keep your video short, this will help your video stay on point. When you set out to make a great video suitable for social media, narrow your message down to one point. Sure, your business has a lot to say. But don’t try and fit it all into one video. Make one point and make it well. In the words of Britain’s finest orator, Winston Churchill: “If you have an important point to make, don't try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time—a tremendous whack.”
Pay for Good Content
It’s never been easier to create DIY video content, so why not just do that? Because a video production company will do a better job every time. They have the equipment, they have the expertise, they have the experience. Let them worry about the technical details—you worry about the message. Video content is expensive, but it’s hard to beat video’s return on investment.
Make It Sharable
We mean ‘sharable’ in a technical sense. It never ceases to amaze us when we see B2B videos that are region locked. Or have embedding disabled. Or when sites choose to use their own proprietary (and not very good) video player instead of something more widely used, like YouTube or Vimeo. When you put a video online, make sure it can reach the widest possible audience. Make sure anyone in any country can view it. Let others embed it. And for the love of simplicity, stick with widely shared formats.
It’s true that you want other people sharing your video, but you need to start that process—ideally on as many platforms as possible. Your YouTube channel is a good start, but the video should still be uploaded onto Facebook—after all, they’re starting to rival YouTube and you may as well hit as many platforms as you can. If your content is short enough, you can think about Instagram and Snapchat. And it’s always worth cross-promoting video content on all your social platforms.