Video has been a major part of any B2C marketing mix for years, but it’s quickly catching up in the B2B marketing space, too. In fact, one study found that 96 percent of B2B marketers were using video marketing, and 41 percent planned to increase their budget for this marketing method. That’s probably because a report discovered that 54 percent of people would like to see videos from brands they use, and 43 percent said video is the most memorable content form. Now that you know just how important video is to B2B marketing, take a look at the most recent video marketing trends to try out.
In the early days of websites, businesses would simply have a static page with badly formatted testimonials. Now that consumers take online reviews more seriously than ever—as evidenced by the popularity of Yelp and Amazon reviews—businesses put more time into showing off what their customers think of them. Enter the video testimonial. Naturally, they’re more engaging than the written word, so people are more likely to check them out. And as people watch, they might feel a bit more connected to the customer than they would while browsing text-only testimonials. Plus, videos are more likely to be shared on social media than other types of marketing content, so it’s the best format when you want your testimonials to really get around the Internet.
With the extreme popularity of videos in marketing, businesses are trying to find more ways to offer this kind of content. How-to videos may fit the bill. Also called video tutorials, they offer your brand a chance to show off a product or service’s uses. After all, about 70 percent of B2B buyers tend to watch online videos before making purchase decisions. Your video tutorials just might be what they need to determine that your products or services are right for them.
One of the newest trends in video marketing is the 360-degree video. This allows viewers to see in all directions by simply clicking or tapping and scrolling around. The result is they get different perspectives of the space, which is perfect when you’re recording important events or locations and you want to make people feel like they’re there. With the recent demand for more interactive content that gives consumers more control over what they view, 360-degree videos give your audience members what they want. In fact, one study found that nearly 29 percent more people watched a 360-degree video than a regular video, so this newer video marketing trend is worth looking into.
The trend of posting live videos has been growing slowly but surely. The concept of live video was unheard of just a few years ago, yet 31 percent of marketers in 2017 said they posted live videos at some point during that year. That’s a 5 percent increase from the year before, and it’s only set to grow more in 2018. After all, Facebook has found that people watch live videos 3 times longer than they do regular videos. So it makes sense that B2B marketers would want to grab the opportunity to get more views on their video content by going live.
Have you used any of these B2B video marketing trends for your brand? And have you noticed any other trends that are worth watching for this year?