Today, the way we are consuming content is changing drastically, and this change is mostly led by content being created.
There is quite a buzz around how videos can be used to enhance B2B pitch.
Many marketers have started using it already as it can greatly impact lead generation, customer awareness, ROI, or conversions.
Remember those times when B2B videos mainly captured boring stuff?
Well, thankfully, those days are gone for good. Nowadays everybody is focussed on creating impressive B2B videos.
In this article, we will learn a bit more about B2B videos and how these can be used in various ways to meet different needs.
The first question is why even create B2B videos in the first place. Well, they help in engaging viewers.
According to Wistia’s 2024 State of Video Report, people spend a lot of time playing and watching videos.
That’s why marketers are now finding it worth doing.
Using B2B videos they want to create videos that showcases customers how to use their products.
If you are still unsure about whether to go ahead with this idea, here are some other benefits to it as well, for example:
Here are some examples that you can take inspiration from:
My Shot + Your Illustration by Dropbox would undoubtedly top our list.
In this 16-second video, Dropbox creates excitement among users by seamlessly promoting Dropbox Paper, a collaborative creation tool.
The video's elements, such as bright graphics and upbeat music, work as a perfect backdrop.
BI vs. IT released “The Struggle for Data Ends Now by Snowflake” where the video hilariously portrays the constant battle between BI and IT over data and shows how Snowflake saves them both.
“Introducing the New SurveyMonkey by SurveyMonkey” demonstrates that you don't always need a full-fledged screenplay and cast to make a B2B video.
With the help of 3D animation, kinetic typography, and music, it shows how easy it is to use Survey Monkey without saying a word.
“Your All-in-One Production Kit" by Airtable is another great B2B video example.
This 2-minute, colourful motion graphics video seamlessly shows how to use their platform.
Welcome to the Future of HCM by Workday shows a world where skills and people take centre stage with the help of storytelling.
It effectively tells how their platform brings talent planning, management, and analytics together in a single system for a better future.
Now that you know just how essential creating and distributing B2B videos for your company's audience is, how are you going to use video in order to get to them? The possibilities seem almost endless.
The ideas below will give you a fab start towards crafting your own innovative uses for B2B videos.
Check out these examples and then start brainstorming how you can create some innovative and inspirational videos that will delight the viewers on your team.
There is tough competition, yes, but your product is unique.
So, there must definitely be a way to make your product garner some coveted attention. That's what B2B videos do for you.
Videos can be used to point out features in your products that could be already perfect for your customers.
There's nothing like a video to show off a bit and wow your target buyer!
This SaaS explainer video by Nutshell is a perfect example of this idea.
It takes a common problematic background, sales software, and goes on to explain how Nutshell answers this common problem.
Interactive shots of Nutshell in action showcase powerful features such as real-time contact management, customized sales pipelines, email marketing, and intuitive reporting, to name but a few. A great tune brings up the energy a few notches up.
Your customers already know what you are all about and what your rad new features do, but it doesn't mean that they will be ready to buy it.
So, at present, just like B2C, B2B businesses attempt to motivate their customers through the richness of their product—the bit of extra oomph that blends the tangible with the intangible.
Such videos help users increase their creative quotient by underlining the potency of the product, thereby inspiring them to further explore the product and expand their horizons.
Spun around several "what if" scenarios, this promotional video gave Adobe the perfect opportunity to flaunt what its tools are capable of.
And the visual design, of course, is fabulous; what else would you expect from a brand that preaches it?
As a B2B firm, innovation should be part of your everyday life.
Words cannot describe it, but your brand just keeps on getting better and better with the new products and features it provides. Of course, you have to announce it to the world.
Though you can always do this through traditional media outlets, you can create a video about it to give you extra leverage.
Since most of your target audience already knows your product, such videos need not be lengthy; you could choose a video just around the new feature or service you are putting out into the world.
You may even dare to be highly creative in your video since you are running a business beneath a ceiling hosting many more creative businesses.
It is not a risk but would be much appreciated and loved.
It is a company introduction video from Etsy that reaches the abstract and is mirthful.
Just admiring this artistry in all the assets created for this project, one can say, is mind-blowing.
It has been through an artistic treatment, even with the interface scenes. The final output keeps the brand well.
Of course, your business is all about solving problems. Any product, feature, or service that comes under the B2B business umbrella is designed to satisfy any particular need.
So you could make a video to spark the need for your brand or to showcase problems that could befall your potential customers and how to tend to solve them.
When your buyer is able to understand why he or she necessarily needs you, he or she will think of you when the need to buy kicks in.
Show you understand the problems and you provide the perfect solution.
A coworking space that provides the luxuries of working from home: high-speed Wi-Fi, coffee, comfy couches, and even snacks brought to your desk can all be great example of this.
Company story videos or corporate story videos actually tell a company's story.
It presents your business in a "human" light to your customers, and thus this perception stays with them forever.
Mostly, such brand story videos sound emotional or somewhat pompous, so what better way to stand out than by taking a different path?
Well, the Snowflake video showed us how. Warm and funny, this video tells us the tale of the Snowflake founders in a very casual tone.
All this "bromance" between the founders was clearly made use of in the script and direction.
What does your brand do?
According to SEO Toronto Experts, if you don't have a video that explains that, you definitely need to make one.
These are referred to as explainer videos, and they are normally concise and rather palatable, making them quite shareable in the world of blogs and social media.
If you are a B2B business, then you might use them to draw attention at summits and conferences or in your own sales pitches.
The Vital Beats video is a great example of a brand explainer done correctly.
It is simple, short, and easily graspable.
The initial ocean metaphor, with both the voice-over and the visuals, really hooks the attention.
Relating beats to drops and connecting that very same metaphor to the end of the video makes something dead into something more alive.
B2B videos are the future of marketing.
Any brand can effectively use them to showcase how their products or services offer businesses an innovative and convention-changing solution, making their workflow and operations smooth.
There are many ways to enhance your brand presence, from creating explainer videos to products.
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