I recently read that, according to Dr. James McQuivey of Forrester, it is estimated that one minute of video is equal to 1.8 million words. After I picked my jaw up off the floor, I started digging into this topic. Come to find out, video has the potential to make a huge impact on the effectiveness of a company's marketing strategy. Perhaps that’s why so many social platforms are taking their cue from YouTube and developing more ways to reach audiences through video. Consider the recent growth of live videos on Facebook and Periscope, and video clips on Snapchat, Twitter and Instagram and you’ll realize that video is where it’s at in the online marketing world.
If Dr. McQuivey’s estimation is correct, video is not only a powerful medium but an efficient one at that. How long would it take to write 1.8 million words? How many blog posts or website landing pages would those words encompass? How much time would it take to deliver that amount of written content over the course of a few hundred blog posts? Could you even keep your audience’s attention that long? Probably not.
B2B organizations have a unique opportunity to connect with their audience using video. In a survey conducted by ReelSEO “96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI.” Gone are the days of only utilizing a product brochure, sell sheet and static web page to promote products and services. Now B2B firms can inform, educate and entertain using the power of video. Video is a great way to share content that is timely, relevant, and helpful to customers.
Video is the next best thing to seeing something in person. It allows the user to virtually experience a product, service or brand. If done right it tells a story that connects on a personal level and draws the viewer in. It has the power to touch viewers on many psychological levels. Great videos don’t explain, they show. They show real users of a product or give a glimpse at how a product is made. They solve problems encountered by customers and demonstrate solutions. I don’t know about you, but for me, a video demonstration is much easier to follow than a written set of instructions and seeing a real person use a product or viewing a customer testimonial is much more impactful than a written review on a website.
Video also works because we process visual images more quickly than written text. Not only that, it’s effective in communicating more than a literal message. It allows viewers to develop a personal connection with the subject of the video or the brand. The viewer can read tone, body language, and attitude from a video. This helps build trust and likeability which helps build relationships with viewers.
Video images have the potential to be more memorable than written content and ultimately more engaging. According to Online Publisher’s Association, 80% of users recalled a video ad they viewed in the past 30 days. When Forbes executives were polled, “59% of executives said they would rather watch video than read text.” Not only that, “50% of executives look for more information after seeing a product/service in a video.” (Source) Video is helpful in the decision-making process since it has the power to demonstrate the uses and benefits of a product or service and the positive impact they can make on a business.
To have the most impact with video, grab the viewer’s attention within the first 10 seconds. Studies show that 20% of viewers will click away from a video within 10 seconds. About a third will leave within 30 seconds and 45% will leave within 1 minute. Short videos are more likely to be shared. Videos that are 15 seconds or shorter get shared 37% more often than videos that are between 30 seconds and a minute long. (Source)
Become great at producing videos, whether they are quick iPhone behind-the-scenes type videos or promotional videos. Video production is a skill. Even videos taken on a mobile device should be shot with good lighting and at the right angle. It’s not enough to create amateur videos and post them on YouTube. Invest in the time and resources to create professional videos. This includes well-crafted and intentional writing, filming and editing. If you want to learn more about video production, check out the Creator Academy on YouTube.
Videos that entertain and make viewers feel good are the most shared and hold viewers’ attention longer. Making an emotional connection with users may not seem easy when you’re selling products in the engineering or high-tech sector. However, take a look at your buyer personas. These are human beings with real emotional needs. There is a connection to be made, whether it be through humor or showing the joy and relief that comes from using the product to solve a problem. Also keep in mind that people love to know the human beings behind a brand. Show that side of your company to make a personal connection.
Research the best places to share your message. Where are your buyers hanging out online on social media? That’s where you want to share your videos in addition to posting them on YouTube and your corporate website. Also, consider adding video to email campaigns. Including video in an email increases the click-through rate by 200-300%, according to a report by Forrester.
If the above isn’t enough to convince you that you need to include video in your B2B marketing strategy, take a look at this infographic by Hyperfine Media.
Now you may be wondering how to effectively use video as a B2B company. In next week’s article, I’ll go into detail on specifically how video can be used in your marketing to increase engagement and sales. In the meantime, here are a few ideas:
Is video part of your company’s content marketing strategy? How has it been effective for you? Comment below and let us know what’s working for you.
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