62.3% of the world’s population uses social media!
Giving B2Bs a reliable avenue to connect with consumers and captivate their audience.
And among the various tools out there, social media videos are perhaps the most effective.
Paving the path to staying relevant in a competitive and dynamic market.
In this blog, I will dive deeper into the importance of video content on social media and how it amplifies B2B marketing ROI.
From uncovering numerous benefits to exploring diverse types of videos that can enhance your online presence, I’ve got you covered.
Additionally, I’ll provide actionable tips for crafting a robust video marketing strategy while also highlighting the latest trends to help you stay ahead of the curve.
Social media video marketing is a strategic approach where brands use video to engage, inform, and influence their audience across various social networks in their marketing campaigns.
It combines the engaging nature of videos with the expansive reach of social media in scenarios ranging from B2B communication to lead generation.
The goal is to foster trust and credibility while helping consumers make the right purchase decisions.
Ever since videos became a thing on social media, their benefits have been felt in all shapes and sizes.
And to help you get a clearer picture, we cover the essential benefits of social media videos as follows:
Recent statistics from Digital Information World found videos to be far more engaging when used on social media
Video content encourages shares, comments, and likes, significantly enhancing visibility and engagement rates among users.
In the context of digital marketing for B2Bs, this engagement translates into longer time spent on your content and a higher likelihood of interaction.
Video content has a remarkable ability to improve brand recall.
For B2B brands, where decision-making processes can get confusing, being specific is the name of the game.
Video production make it easier for:
All of these culminate into a decision-making process that’s much more efficient and well-informed.
Video Marketing Statistics from ColorWhistle found that 87% of marketers use videos to increase dwell time on their websites.
It is a similar story when you move from your website landing page to your social platforms but with a slight twist.
Instead of dwell time, videos get to work on your content’s social signals.
Essentially, they enhance social media engagement in the form of likes, shares, and comments.
By-passing the perils of short attention spans that are becoming prevalent these days.
This helps brands indirectly improve their SEO performance, leading to better visibility on search engines and more organic traffic to their social media handles.
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Conversion Rate Optimization Statistics from Gitnux found that videos increase conversion rates by 86%.
Videos break down complex information into smaller bits that are easy to consume.
And that’s what makes it effective in comparison to other content types.
A classic example of this is the recent increase in short-form video content consumption on platforms like YouTube and Instagram.
For B2B brands, using videos increase the chances of converting prospects into customers in the later stages of their sales funnel.
Educating potential clients about the intricacies of products or services is often a key part of the sales process.
That’s where educational videos can turn your social media channels into avenues for:
As a result, you get an opportunity to nurture potential customers and significantly enhance your lead generation outcomes.
Right from your social media account.
Social Media Reach Statistics from Sprout Social found Instagram Videos in the form of Reels to have 2X higher reach than other Instagram content.
Essentially reaching 30.81% of all users on Instagram consistently.
And we’re just talking about Instagram here.
This same trend can also be seen in the case of YouTube Shorts, TikTok videos, etc.
Simply put: Videos are commonly shared across social media platforms.
For B2B marketers, this means the potential to tap into new markets.
With engaging video content also shared within professional networks like LinkedIn, there’s a possibility of exposing your brand message to a broader audience.
Creating a strategy is essential for anyone looking to leverage social media's power to achieve marketing goals while bringing your audience closer to your brand.
Here are some actionable steps to help you get the ball rolling:
Set clear, measurable goals that can be achieved and scaled realistically.
What is the end goal you have in mind? Is it to:
Start by defining it clearly and building your strategy around it.
As a pro-tip, follow the SMART methodology where you set goals that are:
Look into tools like Google Analytics and social media insights to track your progress.
For example, if your goal is to increase brand awareness, monitor metrics like reach and impressions.
For lead generation, track click-through rates and conversion rates.
Make sure to identify a metric that quantifies your goal’s progress and gives you something concrete to work on.
Once you know what your end goal is, the next step is asking another crucial question.
Who am I selling to?
Or, in other words, who is my target audience?
Conduct surveys or use social listening tools to gather data on consumer preferences.
Create detailed audience personas using that data, with insights on demographics, interests, pain points, and social media behavior.
To get an even more accurate perspective of your ideal customer, try looking into brand archetypes and character traits that make each archetype unique.
This knowledge will make your video content more personalized to what your audience is looking for on social media.
Not all social media platforms will be right for your brand.
If your audience is more B2B-centric, LinkedIn might be more relevant.
While Instagram or TikTok could be better suited for B2C businesses focusing on visual content.
Make sure to choose a social media platform where your target audience is the most active.
If you’re unsure where to start, we suggest posting your videos to all major social media platforms to test the waters.
After a week, analyze your video performance to see which platform is giving you the most engagement.
If you’re into paid advertising, consider running small, test campaigns on different platforms to see where your content performs best before committing a larger budget.
Carefully analyze what your competitors are doing on social media.
Use tools like BuzzSumo or SEMrush to analyze your competitors' social media presence.
Identify the keywords they are using and make a note on similar keywords that have a good possibility of ranking.
Also observe their most shared and engaged with content and look for patterns or gaps that your strategy can capitalize on.
Content is king. Especially in this age of social media.
Develop a content strategy that includes a mix of video, images, and text tailored to your audience's preferences.
Specifically for videos, start experimenting with different video formats (e.g., tutorials, behind-the-scenes, product showcases) to see what your audience prefers.
Use A/B testing for video thumbnails, headlines, and descriptions to further optimize for engagement.
Ensure your content adds value to the lives of your audience, whether through entertainment, information, or solving problems.
Planning your content in advance has numerous benefits:
I get it. Content creation is hard.
Being consistent with it is even harder.
So a social media content calendar kills two birds with one stone by making you better at consistency while saving you precious time.
You can definitely go old-school with a pen and paper. But we recommend using digital tools to automate your content calendar and increase efficiency.
Use social media scheduling tools like Buffer or Hootsuite to plan and automate your content posting.
Regularly review and update your content calendar based on performance data and upcoming trends or events relevant to your audience.
Hitting the “Upload” button on your videos and forgetting about them won’t cut it.
You have to also engage with the people interacting with your videos on a regular basis.
Set aside time daily or weekly to respond to comments, messages, and mentions.
Use social media management tools like Loomly or Sendible to streamline this process and ensure no interaction goes unnoticed.
If initially the engagement is low, start engaging with other social media posts in your niche and give your honest feedback on them in the comments section.
This indirectly increases your chances of getting more eyeballs on your social media videos.
Social Media Statistics from Sprout Social predicts total social media advertising spending to reach almost $220 billion by 2024.
Translation: Social media advertising is here to stay.
Consider using advertising to extend your reach and target specific audiences across particular demographics or preferences.
Platforms like Facebook, Instagram, and LinkedIn offer sophisticated targeting options that can help you get your message in front of the right people.
Remember: Advertising is like running a marathon.
You have to first ease into it and get a feel for what’s working before committing to a bigger budget.
So start with a small budget to test different ad formats and targeting options.
Use the insights gained from these tests to refine your targeting and identify the most effective ads.
Once you post a social media video, carefully observe its performance.
Use analytics tools provided by social media platforms to track the performance of your posts and video ads.
Regularly check those analytics for your social media videos to understand viewer behavior and preferences.
Use this data to tweak your content strategy, focusing more on what is working.
It’s about constantly sharpening the saw, seeing what needs improvement, and then getting better with each upload.
Stay on the lookout for video marketing trends that are gaining traction on social media.
Follow industry blogs, influencers, and news sources in your sector to stay informed about new trends.
Participate in webinars and online forums to exchange ideas to keep your strategy fresh and relevant.
Remember that trends are just like tides in the ocean.
One day they’re on every media outlet you can come across.
The next day it’s dead in the water as if the trend didn’t exist at all.
So make a conscious effort to stay informed about the latest trends and platform updates to keep your strategy relevant and effective.
This includes new content formats, algorithm changes, and emerging platforms.
Social media video marketing leverages various types of videos to engage audiences, each serving a unique purpose and catering to different viewer preferences.
Here are the most common types of videos used in social media marketing:
Explainer videos are short, engaging videos that describe a product, service, or concept in a simple and understandable way.
They're often used to highlight how a product works or to explain a complex idea related to the brand's industry.
These videos are popular because they can quickly convey value propositions and answer potential questions, making them perfect for capturing the attention of prospects scrolling through their social feeds.
As an example, have a look at this explainer video from Zendesk talking about their new generative AI service and how it improves customer service experiences.
Here’s another example from Hubspot:
Two amazing examples from well-known B2B brands showing us the power of social media explainer videos in its full glory.
Product demo videos showcase how a product functions in real life, showing its features and benefits.
These are particularly effective for tech gadgets, software, and other products where seeing things in action can significantly influence a purchasing decision.
Product demos help build trust and provide a tangible look at what's being offered.
Here’s an example from GE Healthcare which demonstrates how their new medical product works.
Here the window for demonstrating may be short.
But GE Healthcare makes the best of each second they have at their disposal.
With animation being at the helm making this magic possible.
Customer testimonial videos feature satisfied customers sharing their positive experiences with a brand's product or service.
These videos are powerful because they provide social proof from actual customers shared directly by them.
By showing real-life experiences and endorsements from consumers, these videos build credibility for your brand.
I’ll let Westfield drive the point home in this video where they use character animation to feature their client stories and experiences.
To balance out the scales here, here’s another example from BigCommerce, using live-action to depict the success story of one of their ecommerce clients, SoloStove.
As you can see, it doesn’t depend which style of animation you use for your social media testimonials.
It’s about depicting a real customer experience as accurately as you can.
Westfield and BigCommerce show you a glimpse of it.
To check out some more examples of testimonial videos in action, read next: “35 Best Testimonial Video Examples That Won Trust!”
Behind-the-scenes videos show you the inner workings of a brand, featuring the people, processes, or values behind how the products and services came to be.
These videos humanize a brand, build deeper connections with the audience, and foster brand loyalty by making viewers feel like they’re part of the journey.
One of the best examples I came across was from Mailchimp which takes you behind the curtain on an actual stop-motion animation production.
Giving you a glimpse into the sheer hard work and dedication it takes to bring a stop-motion character to life with animation.
BTS videos are unique because they’re relatable.
It shows the real process of creating something mesmerizing.
And it’s presented in a way that you feel like you’re a part of it.
Social media video ads are short, engaging video clips designed to capture the attention of viewers on various social media platforms such as Facebook, Instagram, TikTok, and YouTube.
While these ads are tailored to fit the unique format and user experience of each platform, the premise behind social media ads are the same.
Often featuring compelling visuals, concise messaging, and a clear call-to-action (CTA) to maximize conversion rates and response.
Here’s an example from a B2B fintech brand, Brex, and how they advertise the benefits of easy navigation on their dashboard using this video ad.
Here’s another example from Oracle, showing their Redwood Design System unfolding right in-front of your eyes with the help of 3D animation
By leveraging the emphasis social media platforms give to short-format content in video advertising, B2B brands can take their impact to the next level.
Live streaming videos allow brands to engage with their audience in real-time, offering a raw look into events, Q&A sessions, product launches, or day-to-day operations.
Live streams are engaging because they invite viewers to interact directly with the brand through comments and reactions, creating a sense of participation and immediacy.
As an example, here’s a live video from Smartly, where they live-stream an infographics animation video going over emerging trends in social advertising.
Usually speaking, live-streams are long-format videos that require continued engagement to be successful.
So when you use animation for your live-streams, it takes the engagement factor to a whole new level.
And this example from Smartly demonstrates this perfectly.
Educational or how-to videos provide valuable information or teach viewers something new related to the brand's industry or product usage.
These videos get the fundamentals right:
Here’s Google’s take on a how-to video, teaching users how to leverage the various capabilities of Gemini, their modern AI offering
While this is an example of how they leverage Instagram to post educational content.
On Twitter/X, they have created a separate account for their Gemini App which uses video animation and screencast animation to show Gemini in full force. Here’s an example
And since we’re talking about social media marketing for B2Bs, how can I forget LinkedIn.
Google also communicates the significance of AI on their LinkedIn account, an example of which you can see here:
Notice how animation makes it flexible to communicate the same USP across multiple channels with different requirements.
User-generated content videos are all the rage now and there’s a good reason for that too.
They are created by consumers rather than the brand itself.
Making for quite an accurate representation of products and services.
Encouraging UGC can significantly boost engagement and trust, as prospective customers see authentic, unbiased perspectives.
Here’s a very funny example I found from Salesforce, created by some of their employees to subtly promote the addition of AI to their flagship CRM offering.
Just like we saw for BTS videos, UGC videos have the same purpose.
To make your content relatable to your audience and bring them closer to your B2B brand.
Social media is constantly evolving.
A new trend is always emerging as platforms update their features and user preferences shift.
Here are some of up and coming trends currently shaping the social media landscape:
Not to sound like a broken record, but short-form videos have taken over social media in recent years.
With Short-form Video Marketing Statistics from Vidico more than 50% of social media marketers turn to short videos in their marketing.
Platforms like TikTok, Instagram Reels, and YouTube Shorts are doing their part in popularizing short-form videos to the point that these are now the most popular avenues to consume such videos.
Typically lasting 15 to 60 seconds, these videos are perfect for quick storytelling, brand introductions, and viral challenges (just to name a few).
As global awareness of environmental and social issues grows, brands are increasingly using their platforms to showcase their commitment to sustainability and social responsibility.
And Corporate Social Responsibility Statistics from Harvard Business School backs this up.
Showing 77% of consumers willing to purchase from companies committed to making the world a better place.
Social media videos that highlight eco-friendly practices, charitable initiatives, or community support efforts resonate deeply with today's consumers.
Catering to the ones that support businesses which align with their values and beliefs.
Live streaming has seen a surge in popularity over the years.
Not a day goes by when some celebrity is on Instagram Live interacting with their fans.
Or a newly released video game makes the rounds on Twitch and is watched by millions.
The point is: Live-streaming has become just as important as watching pre-recorded videos.
The Live-Streaming Statistics from Restream found 37% of users finding live-videos to be the most engaging form of social media content.
The reason? Live videos allow brands to connect with their audience directly and in real-time.
Which fosters authenticity and is now the go-to choice for applications ranging from answering FAQs to bringing online viewers to product launches.
Leveraging content created by users, customers, or fans continues to be a powerful trend.
With UGC Statistics from Search Logistics finding 70% of brands trusting User-Generated Content to connect better with prospects on social media.
UGC not only provides authentic material for brands to share but also encourages more community interaction and engagement, as users feel valued and part of the brand's story.
It hasn’t been long since Apple Vision Pro sent the AR/VR market into a frenzy.
In essence, it was a moment where people were exposed to interactive videos on a large scale.
And interactivity has found its way into social media as well in the form of:
It’s no wonder why 62% of B2B marketers are already using interactive videos according to the Interactive Content Statistics from Hubspot.
Viewers are finding videos that include interactive elements to be far more engaging than traditional videos.
Simply because now they have the ability to alter the video to their choices and preferences, making for a personalized viewing experience.
Video content is increasingly being used to drive e-commerce sales directly on social media platforms.
The Social Commerce Statistics from Tidio gives us an insight into just how influential this growth is.
With predictions suggesting global social commerce revenue to surpass $6.3 trillion by 2030.
Features like Instagram's shoppable posts, Facebook Marketplace, and TikTok's integration with Shopify are just a few common examples of how social commerce is being used today.
Brands are creating videos that not only showcase their products but also allow viewers to make purchases without leaving the platform.
Brands are now using videos to rank higher in search engines.
In fact, social media platforms are the most popular avenues for businesses to utilize the perks of video SEO.
With SEO Statistics from Semrush finding:
These platforms play a significant role in optimizing video content for search engines as well as increasing online visibility within the platform’s users.
Latest AR Video Statistics from Statista predicts the total number of AR photos and videos captured every day around the world to surpass 17.6 billion by 2025.
And we’re seeing this trend on social media as well, with brands using AR on platforms like Facebook and Vimeo for virtual try-ons, interactive ads, and so much more.
Subtitle Statistics from Kapwing found 85% of Facebook users watching videos with the sound off.
Which has made creating videos that are understandable without audio somewhat of a best practice when it comes to social media videos.
To give you some more perspective, here’s what Kapwing found further:
You get the point.
Using custom captions or on-screen text has become quite the popular way to make your videos visually descriptive while conveying the message silently.
In a shift away from overly polished and produced content, there's a trend towards authenticity.
With Branding Statistics from Linearity finding 86% of consumers identifying authenticity to be a driving factor in choosing the brands they want to support.
Videos that show real-life, relatable moments or testimonials from satisfied customers are resonating more with audiences, as it helps consumers build genuine connections with brands.
Promoting your videos on social media involves a mix of strategic planning and creative execution.
But it is a slippery slope.
Promote too much and you run the risk of driving your audience away.
But promote less and your videos may not reach their intended audience.
So find a balance while making sure the fundamentals of your video are already in place.
This includes your video title, descriptions, relevant keywords, and hashtags (among other things) to be just right so your videos are easily discoverable.
Here’s a quick guide on getting started with your social media marketing videos:
It depends on which social media platform your audience is most active on and also on the type of content you're producing.
Start by first evaluating where your audience spends their time the most and compare it with other social media platforms.
Also analyze the kind of content they engage with the most and find opportunities to tweak your content accordingly.
This will help you choose the right platform(s) for your video marketing efforts and get your desired ROI in the process.
The world of social media offers endless opportunities for growth and engagement.
And social media video marketing is at the heart of it.
With creativity, adaptability, and a keen understanding of audience's preferences and behaviors, brands can leverage social media to their favor.
And it all starts by being vigilant of emerging trends, the nuances of popular social networks and everything in between.
We hope the strategies and examples we have covered in this blog help you take your social media marketing efforts to new heights.
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