Is video marketing part of your B2B marketing strategy?

From conveying brand identity to showcasing product functionality and engaging with audiences in real-time, we are seeing a diverse array of video formats that are highly effective in business marketing campaigns. From corporate brand videos to live streaming sessions, testimonial reels to animated explainers, each type offers unique advantages for capturing attention, building trust, and driving engagement with your clients – and don’t forget your employees! Let’s explore eight video formats that you can use in your B2B marketing.

1. Corporate brand videos

Corporate brand videos convey a company’s identity, values, and offerings. These videos often weave together elements such as the company’s history, mission, and product or service showcases, aiming to establish a strong brand identity and forge emotional connections with the audience. An effective brand video will tell a story and take you on a journey.

Check out: GreenPlus’ corporate brand video

2. Live streaming videos

Live streaming, on the other hand, involves broadcasting video content in real-time over the internet. It finds utility in various contexts, from live events and product launches to Q&A sessions and webinars. Live streaming’s appeal lies in its immediacy and interactivity, allowing viewers to engage with the content through comments, likes, and shares, encouraging a sense of community and participation.

Did you know: Live streaming video is the most commonly created type of video. 48% of video marketers have created live action video.

3. Testimonial videos

Testimonial videos utilise the power of satisfied customers or clients sharing their positive experience of a product, service, or brand. These videos are powerful tools for building trust and credibility, offering social proof of the benefits or effectiveness of a particular offering. Testimonials often feature authentic endorsements that resonate with potential customers.

Top Tip: Testimonial videos work generally best when they’re around 60 to 90 seconds. Keeping them short and to the point is important.

4. Demonstration videos

Demonstrations showcase how a product or service works in action, providing step-by-step instructions, usage examples, and demonstrations of key features. They are instrumental in educating potential customers about a product or service’s functionality and benefits.

Did you know: 82% of people have been convinced to buy a product or service by watching a video.

5. Event videos

Event videos capture the essence of live events such as conferences, trade shows, and corporate gatherings. They document the highlights, speeches, performances, and interactions that occur during these events, serving promotional purposes and providing recaps for attendees or a wider online audience.

Check out: ARAMA’s event video

6. Animation videos

Animation, characterised by illustrations, graphics, and motion design, lends itself to visually engaging storytelling and the simplification of complex concepts. It can be utilised across various mediums, including explainer videos, marketing campaigns, educational content, and entertainment.

Did you know: With no location or camera crew required, an animation video can often be produced in a shorter timeframe while offering more creative freedom. However, it may not always resonate as strongly with viewers on an emotional level or establish a human connection as effectively.

7. Explainer videos

Explainer videos offer concise and engaging presentations designed to explain a product, service, concept, or process. Using animation, motion graphics, or live-action footage along with narration or on-screen text, they simplify complex ideas and are commonly used on websites, landing pages, and social media to introduce products or services and generate interest from potential customers.

Check out: CS Gas’ explainer video

8. Interview videos

Finally, interview videos feature conversations between a host or interviewer and one or more guests. Covering a broad range of topics, including industry insights, expert opinions, personal stories, and thought leadership, these videos provide valuable insights, foster discussions, and help humanise brands or organisations by showcasing the personalities behind them.

Check out: EPEC’s Employee Value Proposition (interview) video

Video helps you to be creative with your marketing, providing a platform to tell stories, showcase products, and connect with customers. Using video elevates your marketing and helps you to stand out as a choice for your customers or current and future employees. By using video and creating compelling stories that resonate with your audiences, you can build stronger connections, drive conversions, and ultimately, market your business with greater impact and effectiveness.

Talk to us if you want support with building video into your 2024 content marketing strategy.