At Slow Clap HQ, we’re (obviously) always trying to deliver the best content for our clients so that more audiences clap…more…slowly. But it’s deeper than that— we want to inspire viewers to act, whether that be sharing, subscribing, or signing up. In order to do that, we need to pay attention to more than just beauty shots and captivating storylines. We need to think strategy, we need to think trends— we need to be ahead of the curve.
And it’s quite a big curve to get ahead of. Video is, quite simply, exploding:
And despite the global economy taking a hit, 64% of marketers expect their video budgets to increase in 2023.
So here’s our two cents on what’s coming up in the industry and what to look out for:
BE A SHORT KING – Now this isn’t necessarily groundbreaking news that short videos can be more successful than longer ones. Maintaining audience engagement is one of the hardest things to do when making a video, so keeping a piece of content short and sweet can be instrumental in achieving it. As a video production company in San Francisco, we’ve known this for a long time and there are ever-more data to prove it:
64% of marketers surveyed claim to say the optimal length of a short-form marketing video is 20-60 seconds.
Leveraging the power of short-form content is essential to any video marketing strategy. As long as it stays true to your brand, there’s no reason to shy away from it. It doesn’t have to be all about TikTok, but keeping your videos succinct and to the point will increase messaging and access to your audience.
It’s important to note, however, that this is not a blanket rule, and the length of a video should also be discussed in the context of the platform it’s going out on.
BE HUMAN – In a nutshell, successful videos are informative but also relatable. A recent study conducted by the Content Marketing Institute found that half of the respondents create videos to raise brand awareness and nearly 40% said one of their primary goals was also to create a human connection. There are multiple ways to do this— you can use real employees or customers over hired talent or delve into the world of UGC (user-generated content):
75% of brands feel that adding UGC to their marketing mix makes their brand content more authentic.
Not only do user-generated videos provide more value in terms of authenticity, but they also drive higher engagement and are often a good way to save time and money.
STRATEGIZE THIS – Creating content is all well and good, but if you don’t have a strategy to lead it out into the stratosphere and support it while it’s there, then you might as well stand on a hill and watch it roll down.
Setting a video strategy is essential to provide direction and focus for your videos. If you publish a video without a strategy, and it doesn’t get seen, that’s not the fault of the video— it’s the fault of your strategy.
Put your money behind the videos.
And that’s it! Good luck with all your video marketing dreams for 2023.
Why these five explainer videos rocked the market.
Thanks to creativity and accessibility, it’s never been easier to introduce a new product with a fresh video.
This entry discusses five of the best explainer videos, the different approaches they use, and how they can help your business.
Type “explainer video” into Google and (ironically) you’ll get a full page of sponsored ads before any explanation of what an explainer video is. So in case you’re wondering, explainer videos are commercials that focus on how a product or business solves a particular problem.
Explainer videos have become a sort of commodity, and for many businesses online, they’re the second thing they purchase, right after a Web site.
Part of the reason for their growth is the rise of technology companies. Technology allows us to solve problems we didn’t know we had – but it also creates more problems to be solved.
But they’re also popular because they’re accessible. They can be animated, live-action, or just a talking head. Prices range from $100 on Fiverr to seven figures with major agencies like Sandwich.
But the other reason for their growth is that they work. They don’t even have to be great – just good. But if you’re going to learn how to create an explainer video, you may as well learn from the best.
So today we’ll show you five of our favorites and break down their tactics into simple riffs that anyone can rock.
GitHub’s most epic explainer – created in San Francisco by yours truly (Slow Clap) – uses an emotional story to introduce the problem: a boy with musical dreams is held back by his immobile hand.
Enter heroic big sister, who plays to her strength in coding by developing a robotic hand. But there’s a twist – it’s too much for her to achieve alone. So she sends her plans out to the universe via GitHub, which enables dreamers and tinkerers and coders everywhere to work together.
GitHub is a development platform with a world-famous Open Source community. As they put it, “Small experiments, inspired inventions, and the software everyone depends on—the code you write on GitHub can reach one codebase or millions.”
Using collective effort, big sister and a variety of heroes send machines to Mars, work on engines in virtual reality, and ultimately empower little brother to become a master pianist.
The story is emotionally powerful, while the explanation is clearer than the lens of the hubble telescope: you know exactly who it’s for, and how massive its potential really is.
How to copy it
Come up with a powerful, emotional story. Or hire a writer to help you develop that idea. Then hire a top-notch production team to make it come to life down to the last detail.
Made by the aforementioned Sandwich agency, the Airtable explainer video puts a different twist on tackling collaborative projects: it’s told through the eyes of kids.
The kids are making a movie. And each one has big personality: a sassy director, a precocious writer, and so on. But the challenge they face is how to synchronize all of their creativity, which is visually represented as they sit in a sea of marker-drawn storyboards.
The solution is the AirTable app, which implies that it’s so easy a kid could use it – without losing a speck of their innate personality or creativity.
This explainer works because it grabs and holds your attention. The kids are sassy and perfect, the colors pop, the production is sharp, and the point is simple.
How to copy it
Hire a comedian or a script writer with comedic chops. Riff on ideas until something consistently gets laughs. Then, hire a professional production team like Slow Clap that regularly works with actors.
Created in 2013, What Is Hubspot is an early example of the animated explainer boom. But it’s a champion of the era, and if you’re considering an animated explainer, study this one.
Hubspot begins with the problem: marketing has changed. It’s not the cold-calling era anymore – a data-driven digital presence is now the best path to new sales. But because that means managing dozens of platforms, it’s easy to get overwhelmed.
The solution is one marketing platform that connects you to every other platform and provides metrics on their effectiveness.
This video works so well for three reasons. First, the script is crystal clear. It’s easy to follow no matter who you are, or how much you know about marketing.
Second, the visuals are simple and intuitive. The subject of every segment moves to the center of the screen. There are no fancy patterns or distracting backgrounds. It’s the animated equivalent of a close-up, and it’s perfectly framed.
Third, the voice-over is crystal clear. The narrator is matter-of-fact, approachable, and yet compelling enough to convince the audience that this is a real problem, but the solution is also real – and within reach.
How to copy this approach
Start with the leanest script you can make. Hire a copywriter with video experience to help, if possible.
Then look for a video production company with animation experience – or just a specialized animation company.
Find out: Have they tackled tough subjects effectively in other work? You may have to lean on them to creatively provide context with visuals, so their previous work must speak for itself.
Also spend some time choosing the right voiceover artist. Not all of them can provide the right tone to match the problem and solution. And keep in mind, more than anything, the tone of the voiceover must be one that is appealing to your audience.
When closing home loans, mortgage brokers often lose significant time in the title underwriting process. The process is over a century old, and still uses much of the same snail-paced paperwork that requires dozens of signatures and long meetings.
So what if software could make that dramatically easier and faster?
States Title’s software can create legally-correct signable title forms with an 80% accuracy rate. It also informs the broker if it can’t hit that accuracy rate, letting them seek help from a title company when necessary.
So how do you explain something so abstract?
Slow Clap tackled the challenge with simple animations. Visually, millions of data points converge into one document – which is something software is made to do, better than humans. That software then does the other thing it’s best at: repeating the process as much as requested.
The video closes with a powerful question: “Can you afford to underwrite the old-fashioned way?” It declares an inevitable change in the industry but simultaneously invites you to adapt it to your advantage.
How to copy it
States Title depends on the creative use of visual metaphor. Find an animation or production studio that has tackled really tough abstract concepts. Work with them on a script, and then let them handle the rest.
Razor blades are overpriced. Dollar Shave Club is a direct to consumer brand, possibly the first to get big. That’s still boring though. So instead of focusing just on the price difference, Dollar Shave Club chose to mock their competitors and the absurdity of overpaying for thin strips of metal.
Easily one of the most well-known explainer videos, Dollar Shave Club’s epic breakthrough in the market was created by its founder Michael Dubin. It uses humor at its best, lining up joke after joke. And the miracle is, all of them flow together.
How to copy it
Humor is prized in modern culture, but it’s eternally tough to pull off. Therefore if you don’t have somebody who regularly gets a crowd laughing, we suggest hiring a comedian to help you write the video and act in it. That’s essentially what Dubin did.
But the other character in this video is the setting itself – a warehouse full of gags. To pull off both the staging and the filming, hire a professional video team so that the final product looks and feels like a funny commercial.
How an explainer video can help your business
Explainer videos can answer more questions about your product – and select your audience – faster than any other media.
To that end, you should consider adding them in the following locations:
On your Web site, either on the front page or a specific product page
On LinkedIn, in your company business page
As a Facebook business page banner video
On any platforms that you use, within your business profile and as a schedule post
Big data, 360 video and more: a preview of the biggest video trends of 2021
This is an overview of what’s new in video in 2021, what continues to improve from 2020, and how to use each rising technology.
Slow Clap Productionsis a San Francisco-based creative video production company that helps brands like GitHub, Blue Shield of California, and Capital One use video to its full potential.
2021 feels like the year of the comeback, but in video, it’s been an uninterrupted campaign of internet domination. While marketers continue to shout, “brands must use video today or risk everything!”, video marketing itself is not risky. Because in 2020, people consumed a ton of video, and data gives us a great picture into what will continue to work in 2021.
This means you have more data than ever to create the right video for your favorite audience. But here’s the twist: 2021 may be the year to let others tell your brand’s story, and get better results. And not only are influencers bringing audiences into familiar company – more brands will bring audiences into their world using relatively new technology, including one that used to just be for people who “gotta catch ‘em all.”
Here’s how that will look.
Artificial Intelligence will improve audience matching
In 2021, “big data” will continue to improve video effectiveness by showing targeted videos to the right audience.
With more consumer data available every second, algorithms can increasingly predict which videos will garner more likes, subscribes, and sales.
This is already the strategy for YouTube and Facebook ads – but how about emails, popups, or celebrities who show up in a 360-degree virtual space?
Create demographic tiers based on variables native to your audience
Create A/B versions of videos or CTA landing pages and see how they compare
But influencer marketing remains more trusted
Influencer marketing is still on an upward trend. With ads everywhere – and soon to appear in immersive 3D worlds (more on that later) – advertisement fatigue is massive.
But humans continue to know, like, and trust each other – even online. We also value authority. And that’s where everyday people become influencers – by being likeable and knowledgeable.
YouTube changed the face of video, from entertainment to news to yes, even marketing. It’s possible to learn to fix your own car, build your own computer, and know which boots will last the longest – thanks to helpful video content.
But the hard-to-replicate element is trust. Humans value free and helpful information, and they really value it from other humans who act, look, and think like them. And in this age, they earn more credibility if they have nothing to gain by sharing that information.
The future of credibility may be in “brand advocacy,” where ordinary (but trusted!) people make videos about your products and services. Their opinions are the difference between being the giant evil corporation and the community business people know and trust.
HOW TO USE IT
Make it easy for influencers to test and review your products and services
Offer partnerships with influencers
Don’t ask those influencers to exclusively use your products and services – they will lose their trust with the audience
Virtual conferences become a weekly event
Just as live streams are the influencer’s sold-out concert, virtual conferences are multiplying. You’ve probably been to at least one. A virtual trade show. A Q&A session with an expert. A discussion group.
But even in live streams, it’s good to step away from talking heads when you simply have to “show” your audience what you can do for them. Last year, Slow Clap made a testimonial video for Slack Frontiers 2020, showing the audience how fast and effortlessly they can both gain momentum and pivot with the right communication platform.
We also helped with Adobe MAX 2020, creating a fast and fun showcase of creatives empowered by Adobe – while staying focused on how accessible creative work is for anyone, anywhere.
HOW TO USE VIRTUAL CONFERENCES:
Choose a theme based on what’s trending in your industry
Build attendance with a full-fledged campaign
Protect the event with a great video and tech team
Bring in well-known experts as keynote speakers
Repurpose great talks and Q&As as content after the event
360-degree video grows more accessible
360 video is where the audience can move through and look in any direction. And like The Matrix, sometimes you just have to see it to understand what it means:
Virtual events: feel like you’re there with the live attendees
Movie promotion: let the audience explore the asteroid belt from a space pod
Education: learn to watch the pitcher’s tells in a virtual baseball training
Travel: Following along as explorers dive an ancient shipwreck
Health Care: Learning the layout of a hospital before you visit
Home Decoration: tour the house’s Christmas decorations
360 video is not new for 2021, but it’s reaching its adolescence, and it’s growing muscles. Once the exclusive realm of video games, 360 is now less expensive, and therefore more accessible to imaginative businesses everywhere. That’s because the technology continues to decrease in price. Though if you want super high resolution, you’ll want to hire a team like Slow Clap.
Augmented reality is now more than just a game
AR is the converse of 360 – instead of placing a user in the brand’s world, it places the product in the user’s world.
Augmented reality was, for most, seeing a Pokemon on their kid’s phone as they walk through the park. In 2021, it’ll be a lot more than cartoons, and many of us will see it through our glasses, too.
While not strictly “video,” augmented reality nonetheless brings products, services, and education into perception in a novel way. And for the B2B environment, this can mean ideas like:
Training employees, like where to place objects when a shelf is empty
Seeing if office furniture fits (and looks good) in a preview
Identifying an out-of-place part or product instantly – just point your phone at it and find out what department it belongs in
HOW TO USE AUGMENTED REALITY:
Start with an idea. What can you bring into your customer’s world that they want or need?
You’ll have to build an app – or integrate it into an existing app
You’ll need 3D footage or a 3D animated model of the objects
Education videos are still a tried-and-true video entry point
Educational videos continue to make up a huge portion of YouTube viewership. While it would seem that every “how” has been answered on YouTube, it makes lot of sense for any brand to find out what questions their customers ask most, and make content about it, because:
It positions you as a thought leader
It creates value, which builds trust
And it drives inbound traffic to your brand
For example, RepairPal created simple, professional how-tos that, frankly, anybody could have made with a shaky phone camera. But in both content for businesses and customers, they contrasted themselves as an organized and reliable source for repair.
HOW TO USE EDUCATIONAL CONTENT:
Find the most-asked questions about your product or service
Write a script – or consult a scriptwriter
Shoot the video yourself – or hire a production company
Upload it to the platforms your audience uses
Name, tag, and keyword it effectively
Public platforms continue to attract different audiences
Your platform is wherever your audience already is. But odds are you’ll use more than one platform.
YouTube remains the biggest host and curator for video on the internet. YouTube is largely about sitting down with people from around the world as they share their perspectives.
As such, traditional commercials don’t fare well unless run as ads – but educational content still makes up around half of YouTube views. And of course, reality shows and influencer vlogs are doing just fine too.
One more reason to use YouTube: videos hosted there can greatly boost blog posts on the same topic.
Tik Tok grew tremendously in 2020, in spite of legal restrictions. It is deliberately short-form and works well for younger audiences.
Tik Tok doesn’t yet have the filtering of older platforms (YouTube), which allows disruptive newcomers to kick down doors with clever and trendy ideas.
LinkedIn now has 700 million users. LinkedIn’s culture is deliberately workplace-safe, but if you can balance the platitudes with a dose of real emotion, you can build an audience.
If you’re a B2B brand, pay special attention: LinkedIn is the first place many businesses turn for their needs. It’s where their partners go, their audience goes, and often where it’s safe to spend a little work time visiting.
A note: share your videos by uploading them directly to LinkedIn. LinkedIn’s algorithm prioritizes natively hosted videos, and we’ve seen view counts as much as 4x higher just by uploading directly to LinkedIn.
Facebook video is worth prioritizing if most of your audience is already on Facebook. They’re more likely to see videos hosted on Facebook in their feed. And Facebook is, naturally, a more social platform than YouTube, leading to more shares and likes.
That said, Facebook’s video tab suffers from weak recommendations – geared more toward total views than the appropriate audience.
Instagram, an influencer’s best friend, lowers the bar to admission for brands of any size. But it remains primarily oriented toward B2C.
As video grows, private platforms help leaders inspire
Sometimes it’s just faster – and more impactful – to send a video to your employees, colleagues, or coworkers.
This is why internal platforms like Wistia, Brighteon, Vimeo, BombBomb, and others are strong options for keeping your messages away from prying ears.
Pants optional, but lights are now dress code
Thanks to the COVID-19 pandemic, video chat, complete with screen sharing, grew exponentially in 2020. And while we can’t stay inside forever, it will take some time before in-person meetings become a regular part of life again.
For some companies that may never happen. That’s where having a video-chat friendly setup makes you look and sound as professional as you are.
A good web camera is nice – but bright and even lighting and a good quality microphone are better gifts for your audience and your personal brand.
HOW TO FIND THE RIGHT VIDEO CHAT EQUIPMENT
Search YouTube for options within your budget and technical needs
Shoppable video will be assessed for effectiveness
The fewer clicks between the consumer and a product, the easier – and more likely – it is for them to buy. So why not let them click right there in the video?
As more customers shop online due to the COVID-19 pandemic as well as generational trends and preferences, this – and an integration with 360 environments – could become a major market share. And for those of us who live miles away from our favorite stores, this could be a new form of freedom.
But shoppable videos’ effectiveness is still a question mark. Big data will help with that, but given that this is standard in Instagram, there is reason to be confident that shoppable videos will continue to rise.
HOW TO USE SHOPPABLE VIDEOS
If your brand is a lifestyle, it’s a no-brainer to give tours of an iconic scene with products they can buy
If your sales lean on an influencer, let them showcase your products with affiliate links
Make videos about your best-selling products first
Principles that haven’t changed in 2021
Focus on your customer, not your company
The highest-ranking and hottest-selling videos – be it content or advertisement – are stories where your customer is the hero, and you are merely a guide.
This can be an ad about your customer saving the day with a better fire extinguisher, or content teaching them how to fireproof a garage. But videos about your company’s greatness should be saved for the people who make your company great.
Value is still king
As in, content that shares helpful information will outlast and, over time, outperform the best ads. You still need ads – but even those should focus on your customer’s journey.
So when you begin planning your videos, here are some highly successful examples to draw from:
Yes, earlier we insisted you have time to make good decisions. That’s true. But this next step should go into your schedule for this week.
If you don’t yet use video in your marketing, figure out what video your audience wants most. Then set that video in motion. And if you need help making it, contact us.
Hook ‘em from the start:
In your video thumbnail, show them what they can expect in the easiest to understand way possible. If you can, make it so a 4th grader will understand.
Then in the first 15 seconds of the video, make it clear that you’re going to deliver on the promise that brought them there. “Today I’m going to show you how to hook your audience” is a lot more trustworthy than an open loop (“later I’ll show you how to hook your audience, but first let me tell you about SuperCorp”).
Make your videos searchable
Google still can’t “read” videos, but it can read transcripts. And while YouTube provides automatic transcribing, it’s often inaccurate – which is a problem for Google and for your audience. To counter this, include captions whenever you can. Services like Rev make it easy and inexpensive.
Stay in the conversation.
In our crowded mindspace, people need constant and value-rich reminders that you’re great at what you do. So make a list of the rest of the videos your audience needs, and schedule them to launch at set intervals. And then, create a plan to repurpose your content.
Most of the time, keep it short
YouTube prioritizes long videos because they can then show more ads. And for some content, a comprehensive approach is best. Or when you want to hang out with your fans for a long livestream.
Google knows it irritates most audiences – and they continue to hunt and kill it. It’s better to blend your marketing into value-rich content than to shout at people while they look up dinner recipes.
Conclusion: try something bold in 2021
Whether it’s partnering with an influencer, or investing in Augmented Reality, or experimenting with 360 videos, or just creating good educational videos about your products and services, 2021 is a great time to start using video. And if you need help with any project, contact Slow Clap.
To make effective B2B videos, you have to think differently than B2C.
This is a guide to making B2B videos, or videos that sell from one business to another.
Is there a difference? Put simply, the B2B audience is small and practical. They are company decision-makers, managers and CEOs. They have strict budgets, stakeholders to please, and employee jobs to protect.
B2C markets don’t have to be so methodical. While a B2B software company may have 10,000 real-world prospects, a B2C software company may have 10 million or more. And their purchase habits can be guided by logic – but they can also be for curiosity or comfort.
Therefore, while all advertising requires emotion to sell, B2B depends heavily on concrete data to close a sale. Statistics, industry knowledge, and proven results are required.
Sounds daunting, right? Well, in a lot of ways, we’ve found that B2B video can actually be easier than B2C, because if you know the industry, you know precisely what the players need. And creating videos to position yourself as an indispensable guide can actually be fun.
Slow Clap Productionsis a San Francisco-based creative video production company that helps B2B brands like GitHub, Slack, Blue Shield of California, Capital One Small Business, and Insightly use video to its full potential.
This article will show you:
How B2B video is different.
The best types of B2B content to make.
How to choose which content to make.
And where to deploy your videos for maximum results.
So let’s get started.
Great B2B video starts with B2B marketing fundamentals
B2B video follows the same principles as any great marketing, but differs in the where and how the message is delivered.
Start by thinking about who buys. Are they the director of marketing? Purchasing director? Or field supervisor?
Next, what does this person want? They may have a large budget, but misspending can damage the company and possibly cost them their job. A B2C customer can suffer a broken hair dryer, but a B2B customer may not be able to survive faulty software.
Your customer’s first desire is safety (not to lose), but their hopes are pinned on products that go beyond “staying the same.” They do want software that really does save them an hour a day.
Because these are the stakes, the goal of B2B marketing is first and foremost to build trust.
To build trust, We suggest you demonstrate five things:
You understand their industry. You know their operations and supply chain. You speak their language, including industry-specific lingo. Our testimonial video collaboration with GitHub, for instance, targets a very specific audience interested in cutting edge cloud computing, featuring Spotify, Google, and the Apache Foundation.
You can prove your results. You gather testimonials from other customers – ideally recognizable brands, but at least companies in the same industries as your prospective customers. The video we made for NewVoiceMedia (now Vonage) about DoorDash does a great job of laying down the concrete benefits of their product.
You can show relevant data. This includes test data, like “our drills lasted 40% longer in an independent study.” And related data, like “tungsten has shown to outlast other metals by as much as 90%” Our animated videos for States Title, for instance, use data points to make a strong case for their solutions.
You know the culture of the industry. Like CRM, where sarcasm and color are encouraged. Or IT, where being efficient and correct are virtues. Or law, where reputation and power matter most. Stampli’s audience is Accounts Payable, one of the least sexy silos in a business. But they know their audience and know that AP teams love a good sense of humor. We made sure that shined through in our Stampli brand videos.
You have a clear message that wraps the first four together. “Suppliers who use HoverTruck pay half as much in mileage costs, and it’s trusted by brands like FedEx.” Blue Shield of California did a great job of this when discussing new emerging technology, Virtual Consults, in our animated video series Health Reimagined.
How to use this knowledge in your B2B video best practices
Video is arguably the most powerful marketing short of a friend’s referral, but it faces the same problems as every other type of online marketing, including:
How will we get them to find it?
How will we get them to click on it?
How will it resonate with the audience?
How will it persuade the audience?
To tackle these, answer the following questions.
Who is the hero of the video?
More specifically, who is your customer “avatar?” What are their demographics and gender? How do they dress? How do they talk? If using actors or animated characters, you’ll need to make these decisions so you can include characters with whom your audience can identify.
“To be good at sales, you have to be good at basically duplicating and mirroring the person you’re selling to and giving them the personality they need to feel comfortable to buy,” says Benjamin Denehy, CEO of The UK’s Most Hated Sales Trainer.
What story does your customer need to hear?
It’s a simple formula – your customer has a problem (X), so they obtain your product/service (Y), and get a specific outcome (Z).
Even in B2B video, most of your storytelling should be about your customer. This means skipping the office tour video unless it’s relevant – for instance, if you want to show that your employees all share a background in the same industry as your clients.
How is your customer searching for answers?
You solve a problem. Your customer asks about how to solve that problem in different and sometimes unexpected ways.
Promising these answers is the key to being found, being watched, and (eventually) being purchased.
This is first a problem of defining the answer, and then using keyword research to find out exactly how your audience is really asking it. For example, if you run a SaaS company, a frequent search is “software as a service vs. subscription.”
Source: Answer The Public
One way to begin is by using Answer the Public, which is sort of a reversed search engine. You type in a topic, and you’ll get questions and queries most frequently searched in Google that includes that search phrase. Be sure to try different search phrases – and consider comparing them in Google Trends to see which one(s) are searched most overall.
So maybe we don’t exactly “buy with emotion and justify with logic.” But either way, data is necessary to sell. Here are four easy-to-use forms of data for your B2B videos:
Before & after: Whenever possible, show the problem, action, and result
Testimonials: “I’m director of marketing at TechCorp, and video helped us grow tremendously.”
Primary data: “In our tests, video had a 20% higher conversion rate than email.”
Secondary data: “According to X, 90% of marketers say video brings them success”
During planning and scripting, consider adding every credible form of proof to your video. Rank them by how impactful they are to your avatar. Safety is always the first concern, with success coming second.
Where will they watch this video?
The last consideration in this set is choosing where to launch your video for best results. This involves some knowledge of platforms.
Start with these questions:
What platforms will you use?
Is that platform’s culture best for this content?
What are their size limits?
What are their runtime limits?
Should you upload the video natively on the platform, or embed it from another platform (e.g. Wistia, YouTube, or Vimeo)?
If you’re hoping to be found organically, ask these:
What keywords would bring your customers there?
Are the keywords found in the video? Or the video’s description?
Is your thumbnail eye-catching to your customer avatar?
And if you’re using advertisements, consider these:
Which platforms have the most professionals?
What keywords would target them best?
The best formats for B2B videos
A customer’s success story is worth… well, don’t tell them how much it’s worth, or they may invoice you. All the data in the world still doesn’t compare to a trustworthy recommendation. Even better: a human from a brand recognized in your industry.
For instance, our case study video of how Asana’s legal operations pros use Ironclad is worth its weight in gold. It describes a story of a company department (legal ops) on the cutting edge of an industry (business contracting) all powered by Ironclad.
Ask an outspoken customer who loves your product for help.
Film them in their native environment, using a professional production team.
Have them speak to an interviewer. It’s easier than talking to the camera.
And for basic interview questions:
Who are they, and what does their business do?
What was their problem?
How did they know that your product had the answer?
What was the result?
Do they recommend you?
Explainer videos aren’t always about animated characters facing abstract problems. They can be live action, too, with a company representative talking about their methods. The common element is that they sell by explaining their unique solution to a problem.
You’ve seen a million of them – but they don’t need a million views. They only need to be seen by the right people. So targeting and promoting is just as important as creating a clear message.
Webinars live or die on audience participation, so we recommend you devote a large portion of time to answering questions. Lecturing through a pitch deck is boring. Keep your presentation short and open up the mic as soon as possible.
Besides planning, spend time promoting your webinars. Use your email list and your social media. And offer value. Your webinar should be worth skipping lunch. Two great methods include offering answers customers can’t get elsewhere, and offering discounts on your product.
Lastly, make sure you partner with an event production agency, or have an internal event producer, who knows the ins and outs of attendee registration, and how to turn registrants into high quality vetted sales leads.
Interviews with Experts
Often in B2B marketing, the word of an expert can be as good as a testimonial. If you make medical-grade masks, talk to a microbiologist who can verify that some masks – like yours – can stop even the tiniest of viruses from passing through.
People understand that experts are busy and often live far away, so they don’t expect a full-scale production. Their first concern is getting answers. So your two priorities in expert interviews are good audio and good questions.
To create great expert interviews:
Contact the expert with full disclosure about who you are and your intentions
If they’re unwilling to host a film crew, ask them to record in a quiet area, preferably with good lighting
Educational videos naturally include teaching your customer how to use your product or service. If you don’t show them how, somebody else will, and you don’t know what they’ll get wrong, let alone what they’ll say about you.
If you have no video content whatsoever, this is the B2B video marketing strategy we recommend:
A great explainer video. Your customer must first understand how you help them through a problem.
Testimonials. Even when filmed on a phone, testimonials can build trust. But capturing them professionally demonstrates your success and reliability.
Webinars. These help you build email lists, meet people interested in your product, and find out more about what they value. It’s win-win stuff.
Educational videos. First, create some on how to use your product (if necessary), and second on heavily-searched topics related to your business. If you recorded a great Webinar, it can easily become an educational video.
Interviews with experts. They’re essentially more educational videos, but it’s harder to predict if the content will answer specific questions your audience has. Sometimes, though, you need somebody with more authority to prove your own credibility.
Choosing the right platforms
As always, go where your audience goes. But in B2B, that’s a somewhat predictable breakdown:
If you’re starting from scratch, build your presence in the top four platforms (LinkedIn, Twitter, Facebook, and YouTube). You can use programs like Hootsuite to post to every platform on an automated schedule.
Remember that total views and total subscribers are nice, but they’re not the metrics you want. Your goal is engagement with actual customers. It doesn’t matter if you only get 25 views in a month if one of them is a major customer.
Tips for better videos and better outcomes
Start with a script. It’s a lot easier to change paths on paper than it is mid-filming or in post-production.
Add captions. Captions make your content friendly to hard-of-hearing and increase engagement from users scrolling down feeds. Some platforms offer them for free. Rev.com offers them at just over $1/minute.
Hire a top-notch production company if the video is going to directly impact your sales. Reach out to us to start the conversation.
Follow the 80/20 rule. Spend 20% of your time on creation, and 80% on promotion. Use it in ads. Put it on a social media schedule.