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Exceptional ROI, great reach on LinkedIn, plebiscite from B2B decision-makers and consumers alike… Decidedly, a short video ticks all the right boxes when it comes to engaging audiences on social networks. According to our study on B2B marketing investments, 79% of marketing decision-makers plan to invest in social networks, and 80% in marketing content (proprietary media, video, articles, etc.).
Discover in this article the four factors explaining the hegemony of video in the marketing toolbox, along with our new ShortCuts® offer—a turnkey social media video campaign!
#1 The success of video is primarily… a matter of biology!
In B2B, transactions involve two companies, but ultimately, it’s always the human who makes the decision. To anchor the message in the mind of the decision-maker, it’s essential to consider what stimulates their senses and the format that offers the best memorization potential.
Short videos have dominated social networks for over a decade, initially due to their entertaining nature, but also because they present information in a more digestible format that aligns well with the structure of the human brain, supported by statistics.i :
- 65% of the global population has a visual memory;
- 90% of the information transmitted to the brain is visual;
- Humans process visual information up to 60,000 times faster than text.
#2 LinkedIn integrates video across the board in its News Feed
LinkedIn has been testing a news feed composed entirely of short videos for several months, similar to what is found on general social networks like TikTok, Instagram, and Facebook.
This video feed, accessible via the LinkedIn mobile app, allows users to scroll through short videos in a vertical format. Of course, Microsoft’s social network remains true to its professional focus. Initially, the audience won’t see cat videos or dance clips, but rather informative capsules where brands and professionals engage in storytelling, share experiences, and deliver best practices.
As often seen with LinkedIn, it’s reasonable to expect that the visibility algorithm will promote this new format to accelerate its adoption. Companies leveraging short videos on LinkedIn will likely gain a significant advantage, whether in terms of brand awareness or lead generation goals.
#3 The purchasing decision is primarily made by Millennials…
Today, more than six out of ten buyers (64 %) belong to the Millennial or Gen Z generations (born from 1981 onwards). Without falling into generational clichés, many of these professionals have grown up immersed in digital and web culture.
They consume a lot of video content in their consumer lives and expect to find the same norms in their professional lives: a seamless and enjoyable shopping experience, customer reviews to evaluate a product, customer service via instant messaging, and the omnipresence of engaging and digestible formats throughout the buying journey.
That’s why companies need to strengthen the role of video and, more broadly, visual formats in their content mix.
💡Take note
the length of a video is inversely proportional to its completion rate. Indeed, over 70% of the audience will watch a 30-second video to the end. This percentage drops to 50% for a 2-minute video.
#4 Decision-makers are eager for videos to expedite their journey.
Video unanimously appeals to decision-makers, with 95 % of them considering it “a valuable aid to decision-making”, and 70% believing it’s the format “that provides the most value during the purchasing phase”.
Contrary to common belief, video is relevant across the entire sales funnel, from awareness to conversion:
- 88% of B2B decision-makers have watched a video in the past three months (before the survey) to gather information about products and services from a potential supplier or service provider.
- 81% of B2B decision-makers and 70% of B2C consumers prefer to watch a video to understand a product or service rather than reading an online brochure or technical sheet.
- 97% of B2B decision-makers state they are more receptive to a company’s marketing and sales communications if they have recently watched a video produced by the company.
From the marketers’ perspective, video is among the top three formats based on ROI criteria (53%), tied with business cases and client cases, ahead of white papers (51%), articles (47%), and studies (43%).
ShortCuts®: 3 x 30-second videos to engage your audience on social networks
Infopro Digital Media introduces ShortCuts®, your short-format video campaign to reach your target audience on social networks. A turnkey offering from conception to distribution, our filming team travels to your trade shows or premises to create 3 x 30-second videos showcasing your expertise, storytelling, and/or social proof.
Your videos will be published in three co-branded posts on social media by Infopro Digital Media, specialising in your industry sector. They also benefit from sponsorship to reach the media’s audience, including website visitors and followers.
That’s not all: our Social Media experts will share their secrets to maximize your video campaign’s performance.