L'article
Video is a popular format in B2B. In 2023, 84% of marketers used it, compared to 75% in 2022*
Manuelle Tilly, Editorial Director of Infopro Digital Stories, the content creation agency of Infopro Digital, shares her expert advice and untangles the myths and facts about this sought-after format in brand content.
Video is reserved for large companies.
FALSE
Video is not reserved only for large companies, and fortunately so! Today, startups and SMEs widely use video with professional quality at accessible rates. It’s a powerful and highly effective means to communicate clear and engaging messages across various channels (social media, websites, newsletters) and reach a broad audience. Whether it’s through reports, interviews, panel discussions, product demos, street interviews, or customer testimonials, the formats vary based on the client’s objectives and budgets. Video can provide a good return on investment, even for small businesses.
The video must tell a story about the company.
TRUE
More than just announcing a product launch, for example, a video should tell a story and evoke emotions that influence purchasing decisions or generate interest in a brand. Telling a story helps create an emotional connection with the target audience. A video can narrate the company’s values, and strategic vision by highlighting its unique strengths, or showcase a customer case study to demonstrate expertise. To succeed with a video, it’s essential to carefully consider the audience and structure the narrative effectively.
The video cannot generate leads.
FALSE
Video is a powerful lead generation tool in B2B thanks to its ability to engage, inform, and persuade. By strategically using videos with clear calls to action and high-value content, businesses can effectively attract and convert qualified prospects. One of the most popular video formats for lead generation is webinars, which offer expert content and attract prospects interested in specific topics. They help generate qualified leads by requiring contact information for registration. Product demonstrations or case studies can also include calls to action (CTAs) to watch video content, encouraging prospects to provide their information.
In B2B, videos should be serious, whereas in B2C, one can afford to be light-hearted and fanciful.
TRUE and FALSE
Traditionally, B2B videos tend to be more serious due to the professional nature of their content. A serious tone is suitable for technical or complex subjects, demonstrating expertise, or building trust. However, this doesn’t mean that lightness and creativity should be excluded. A lighter and more original tone can capture attention and make the brand more likable. Ultimately, the tone should be chosen based on the target audience and specific objectives of the video strategy.
Video is particularly suited for use on social networks.
TRUE
Yes, because video content is highly favoured by social media platforms! Videos easily capture attention and generate engagement (likes, comments, shares). They enable showcasing the faces behind the company, humanizing the brand and enhancing trust among prospects and customers. A best practice in video marketing is to include subtitles to make the content accessible to viewers watching without sound, which is particularly useful in public transport settings!
* Content Marketing Institute, B2B content marketing Benchmarks, Budgets and Trends: outlook for 2024