Video Marketing for B2B
Do C-Level Executives watch Video Content?
According to a recent Forbes study, “Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago”. Given the explosion of animated video and infographics in marketing communication we can conclude that animated video is among the video content being seen by executives. Combine this with the fact that companies such as Microsoft and HP, Google, and others have used animated video content to introduce major products or new service offerings I think it’s an easy conclusion to draw that executives are watching and responding to video marketing content and that animation video is a major part of that. The reason to do more video content marketing is very clear. People watch and share video more often than other types of content.
There was a time in the early days of this company when I occasionally heard a negative reaction to animated, or illustrated graphics videos. We weren’t even calling them explainer videos yet. When the reaction was negative it was usually something like, “we can’t do cartoons, we’re a serious business” For the most part that attitude is well behind us in 2014 but I do hear it occasionally. Much more often I talk with people who get it. They understand how clear a message can be when you engage all the senses. Animated video can tell a story, show stats, graphically represent information, diagrams, and convey a very clear message to the viewer that they can more easily understand and retain on the first viewing. Compare this to a talking head with standard b-roll. These videos have their place. They do add credibility and a personal connection. But visually these videos are not delivering as much information. We see the person speaking but he or she is not what we’re buying, it’s the product or service we’re interested in. We want information about a problem they can solve. Animated video content for B2B businesses can deliver a tremendous amount of information so it’s understandable that they’ve taken off as a popular way to deliver a marketing message to customers.
What Video Style is Right for B2B?
That will always vary depending on the business, the message, the target audience, and any number of other factors. The important thing to keep in mind is, what will be the effect of this video on my business? What is the ROI? Will it generate results?
Contact How It Works Media for a free consultation to determine what the right approach is for your business’ video content marketing.