Certain sorts of marketing campaigns have been pushed to the back burner in recent years, while others have received a complete makeover. The use of video content is one such example; nowadays, customers expect it from all b2b businesses, no matter how big or little they are. As a result, these videos have become an increasingly vital part of the marketing strategy.
Yet, due to the popularity of videos, there is now a greater quantity of content available and more B2B companies vying for attention than ever before. To succeed with your campaign, you need to do more than just provide content. Remember that you aren’t the only business seeking customers’ attention.
To help your business gain a leg up on the competition in 2023, we’ve compiled a list of the top B2B video marketing trends we anticipate will be here to stay and provide you with a competitive edge.
Table of Contents
What are B2B videos?
But before we get into that, let’s define B2B videos, so everyone is on the same page.
The process of developing video content that is expressly meant to promote B2B firms are known as B2B videos.
SaaS and other B2B enterprises employ this method to educate their audience while marketing their product or service. In this way, target personas receive as much information as possible in an engaging manner.
Wait a minute, still on the fence about knowing more about business video marketing? Fret not! Check out our detailed guide of business video marketing examples to learn from the success of other businesses.
Now you know all about B2B videos, so let’s move further,
1. Live Stream
In a world where hours of video are posted to the internet every second, live streaming can help you become noticed. In this way, a real-time audience can be captivated by your ability to generate excitement.
Streaming in real time has the benefit of facilitating interaction with viewers. For example, they work wonderfully in the following situations: Announcement of new products, Detailed product information section, or behind the scene tours, etc.
The ideal length of live streaming is highly context-dependent. Involving your audience with short, live-stream videos might be a great way to get their attention. Yet, even a quick Q&A session in a lengthier video can bring value and interaction with your viewers.
Remember that having a sizable social media following is essential for live Streaming to be worthwhile. Collaboration with those who already have a sizable fanbase is also a viable option.
2. Podcasts
Podcasts became a mainstream medium in B2B video marketing in 2022. In 2023, it will be expanded even more! The video consists of a few static shots of the presenter and their guests engaging in in-depth conversations on specific topics.
Your audience will feel more connected to you when you use this innovative content format. When trying to convey information that is just a little too complicated for words, this method is ideal. What’s more valuable is hosting a thought-provoking discussion with a peer in the same field. Because of this, more consumers will have faith in and be willing to buy that company’s wares.
3. Short Silent Captioned Clips
With the rise of video content, it is also necessary to make online video accessible. But, How can one make them accessible to everyone? You guessed it right: create short-form content and put a caption on it.
There are occasions when you can’t have the sound on while watching a video. This could be at your desk or even when relaxing on the couch. Almost 85% of videos on Facebook are viewed without sound. Have that in mind, and make sure your B2B content is optimized for silent viewing. As a fast fix, you may add captions to the short-form videos.
Video captions ensure that all of your viewers can follow along with the dialogue in any video you upload. By reading the captions in tandem with the video playback, the audience can fully grasp what is being stated at all times.
4. Website Testimonials
One of the most fundamental sorts of video material you can utilize for your middle-of-the-funnel approach is testimonials, which offer a wide range of perks.
A video testimonial and a case study are the consequence of a happy customer who is ready to publicly praise a business on camera. The customer explains in the video how and why the company’s product or service solved their long-standing problem.
In a general testimonial, the customer will first introduce themselves, then go on to discuss the product and why they decided to buy it, and finally end on a positive note about the company. A written testimonial is useful, but watching videos testimonials are more effective at evoking an emotional response.
5. Behind the Scenes Videos
To make your company more personable and your workforce more cohesive, making movies that highlight what goes on behind the scenes is a great idea.
Here is what you can do!
- Capture a typical day in the life of one or more workers.
- Display some highlights from the everyday workings of your office’s industrial operations, etc.
- You can also conduct quick interviews with staff members or also have conversations with reliable vendors.
The goal of these videos is to strengthen your brand and win over new B2B customers. First-time customers often leave brands with a hazy impression of what the brand stands for. These videos are a great method to tackle this issue.
6. Video Emails
Is there anything else you’re doing in B2B marketing that’s on fire right now except making videos? Well, that’s right, email. Clearly, when the two emails and videos are combined, a powerful marketing strategy may be created with far-reaching effects.
Given the massive popularity of videos, it’s no surprise that integrating them into your email marketing approach will boost outcomes. Subject lines that incorporate videos had a higher chance of being opened (19%), clicked (65%), and the number of unsubscribers by (26%).
7. Videos Showcasing Products
This is also amongst the great B2B video marketing trends of 2023. Warm leads that are currently lingering in the middle of your marketing funnel will appreciate the gift of a product demonstration video. These are the individuals whose interest has been sparked but who have not yet made up their minds.
Check out how google anticipates the users of its features and benefits,
Explaining your product’s features and benefits in-depth, and showing customers how to put them to use, may do wonders for building credibility and confidence in this situation. You may also use these videos to show how your product has eased issues for your ideal customer. Here with the use of the best video editing services, you can even get more than you’re expecting.
8. Webinars
Whether your goal is to gain new leads, promote a future product, or establish yourself as an industry expert, a webinar is a terrific tool to achieve all these goals.
More than half (54%) of B2B professionals regularly participate in webinars. So, investing in the production of webinars is a fantastic approach to generating serial or seasonal video content.
Keep in mind, though, that the formula for webinar success is essentially this:
- Having them on highly relevant issues for your audience
- Having a strategy in place for reaching and interacting with your target audience.
9. Interview / Q&A video
Doing a video interview is a terrific approach to making your viewers feel like they are part of the conversation. Aligning your organization with a well-known thought leader or celebrity can also boost your brand’s credibility and visibility.
With a Q&A video, you may answer any question your audience has. You may host an on-screen discussion with a thought leader, customer, or team member, or a team member might answer pre-submitted questions. You can either pre-record the interview and release it later or record it live and share it immediately on your social media or video platform.
10. Leverage the power of Linkedin
Engagement on LinkedIn has increased by 31% in recent years. With LinkedIn’s recent announcement of its shift in focus to B2B video marketing, the site’s usefulness has expanded beyond that of a traditional employment board. As a result, B2B marketers and business owners now use videos to not only reach potential customers but also to recruit talented new staff members.
As yet, it is unclear how much of an impact LinkedIn videos have on engagement, as few sectors have begun to experiment with this form of content marketing. But, all organizations should think about getting on the LinkedIn video wagon as a potential competitive advantage.
In a nutshell
To compete in today’s fast-paced, always-evolving marketing landscape, you’ll need to employ every tool at your disposal to attract and hold the attention of your intended consumers and build trust. Maintaining a growth mindset and a thirst for knowledge are the only requirements for succeeding in today’s business world.
The 10 B2B video marketing trends that we just covered will be of great help in this regard. These are the kinds of B2B videos that are likely to be all over in 2023.
When it comes to creating or editing great social media videos, that’s something that editvideo.io knows all too well. Choose a time and day that is convenient for you, depending on the schedule. We’d be happy to elaborate on all the ways in which we complement one another.
