How B2B Video Marketing is Changing Marketing Strategies for the Foreseeable Future

Photo of person's hand holding a phone, showing a button to play a video.The days of static images and slow load times are gone forever.

Video is the number one medium used by marketers and businesses. Every day more companies are seeing and harnessing the power of video marketing as part of their brand strategy.

Video marketing offers the easiest way to effectively spread your message, vision and build your brand. Everyone is watching videos online; what better way to get in front of your ideal customer?

But still, many businesses are hesitant to create video content. Will yours be one of them and get left behind? And, is video a viable strategy for B2B (business-to-business) businesses?

Video helps you meet customers where they are

Tons of platforms are centered around video content. So which one is right for your company is a matter of demographics. One of the most significant deciding factors should be the platforms your target audience favors.

But no matter where your audience is, they’re all watching hours of video.

Right now, 77% of all people aged 15 to 35 use YouTube. And 73% of 36 to 45-year-olds Americans also frequent YouTube. That means no matter what you’re selling or who you’re selling to, they’re on YouTube.

YouTube is still a growing platform, reportedly doubling viewership yearly. In fact, on an average day, people consume one billion hours of YouTube videos! With so many eyes on YouTube’s video content, that’s a lot of free traffic.

YouTube is only one of several successful video content platforms.

Instagram used to be known only as an image-sharing platform. But with Instagram’s Reels, it’s become another popular method for sharing video content. And with 1 billion users on Instagram, it’s no wonder so many companies use it.

Instagram is a fantastic tool for getting your brand seen. With 62% of those billion users being aged 18 to 34, its audience is varied. So there is a mix of B2B and B2C (business-to-consumer) customers across the platform.

The best thing about Instagram is that it offers two ways to share video content. Not only does it have Reels, but it also has a feature called Instagram TV.

Both draw a lot of viewers. But they each serve a different purpose.

Reels are short videos, and Instagram TV allows much longer ones. Both are powerful tools for getting a brand noticed.

Facebook is another excellent platform for businesses to post their content. The Facebook platform has over 2.85 billion active users worldwide, including about 200 million in the USA.

So, out of all the available platforms, Facebook may be the best for B2B businesses because they have the most varied audience out of all three platforms. With the largest age group by percentage being 18-34.

Regardless of your ideal customer, there is a good chance you’ll find them on Facebook.

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Does video work?

As of 2020 and the pandemic, video content consumption has skyrocketed. 83.3% of all internet users watch videos online every month. And online video platforms are even beating TV in viewership.

That means there are more active viewers on social media than anywhere else. Companies with an online presence that includes videos are likely to get noticed.

That’s why marketers all over the internet see massive success with video marketing. Considering 87% of them are seeing positive ROI, it’s safe to say video is compelling. Many marketers and businesses even rely mainly on video for consistent sales.

So, rather than if it works, the better question is why it works.

Why create video content?

A massive amount of people view video content daily. So, when used properly, that creates a lot of organic traffic. It also means there is a good chance that your content will be seen.

Video offers a solution if you want to make your brand more memorable, especially if you’re starting a new business. Studies have found that up to 95% of viewers retain more information from videos. Meaning that once they see your product, they’re more likely to remember it.

Video also helps create a bond between you and your viewer. Because they can see you face to face, it creates a sense of security. They’re more likely to trust you and more likely to buy from you.

This can also help humanize your brand by creating what feels like human interaction. It also gives customers a face and voice to attach to your brand. At the same time, you are helping them start to see you and your brand as more approachable.

Which can only make you feel more real to them. Then your audience starts to see your company for what it is, real people. And it’s been proven that very few people buy just a product. Most are buying into you. Video allows them to do that.

Video has changed the world

After the COVID lockdown, video became a significant part of how we do things. For everything from learning to selling, video is a powerful tool. 90% of customers online say that product videos help them decide to purchase.

For that reason, many companies have started using video to educate customers. The product explainer videos, companies make complex systems and products more understandable. They also generate a substantial amount of leads and sales.

Once you post a video online, it becomes a 24/7 brand rep or salesperson. And since they’re online forever, they often get results years after they were published. So, they become a valuable long-term asset for the poster.

Can B2B companies improve their marketing with video?

More people are online right now than ever before. Most of them are probably watching a video of some sort right now.

There are tons of platforms to post video content and just as many ways to use it. So video marketing is a powerful tool that any business can benefit from. But choosing the right one for your business may be challenging.

All of the social media platforms have such diverse audiences. So, successfully marketing your B2B business with video depends on you finding your audience.

Once you know who and where they are, video is possibly the easiest way to be noticed. It all comes down to your strategy.

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