The impact of video content on brands’ business cannot be underemphasized in today’s world. With the increasing video content consumption, it’s only right to factor in using videos in your brand marketing plans. If you disagree, other B2B brand owners have something to say about that. According to Tubular Insights, 73% of B2B brand owners claimed to have seen ROI on their video content marketing.
However, getting into this statistic’s upper percentile means you must have a proper strategy. This article will highlight various ways you can drive engagement on your video content and generate trust and profit. We’ll also highlight various B2B companies that use video content to generate engagement. Stick with us.
Ways to Generate Engagement with Video Content
As a brand, you must have a planned video marketing campaign to ensure your brand stands out from others. In this age, most consumers have access to a lot of content than they care for. So, how do you make your own videos stand out from the rest and engage your target market?
1. Define Your Target Audience
Creating the perfect persona your product or services are meant for is vital when creating videos. As a business, you’re not just looking to generate engagement from all types of people but from potential customers. So, knowing the right group of people your video appeals to helps you to be able to curate the right ideas for your video content.
2. Use User-Generated Video Content
User-Generated content is a great way for brands to involve their audience in their video-marketing strategy. This strategy is popularly common among software brands and the like. Posting content generated by their users helps to drive engagement for these creators while encouraging others to use the software, so their work can get reposted. However, this strategy cannot be relied on solely. As a brand owner, you should come up with various video content ideas to generate variety in your video content.
3. Social Media is Key!
Making videos only for your landing page or website isn’t advisable. Although statistics show that a video on your landing page could increase conversions by 80%, posting videos on social media platforms are also vital. With a large majority of social media users now invested in video, it is crucial to tap into this trend. Instead of posting long blocks of text, use text and video. With over 80% of consumers consulting brand videos before making a purchase, social media is a great way to convince your target audience you’re the right brand to work with.
However, you also need to understand that these various social media platforms require different types of videos. Creating videos that suit each platform is vital if you’re planning a multi-channel marketing strategy. Short videos are suitable for TikTok, YouTube shorts, or Instagram Reels. Explainer videos or product demos are better for platforms like YouTube or Twitter. If you want to do live videos, it is better to use either Instagram or Facebook. Also, if you’re looking to get on top of search engine result pages, YouTube videos are the best option, as Google tends to show videos related to the search query first.
4. Respond to Comments
One of the ways to complete the customer experience for your prospects is to respond to various comments posted on your social media channels. This helps your prospects feel valued, and they’ll want to come back for the receptiveness shown. Also, responding to comments could help you find your target audience as you can direct interested prospects to message you directly.
5. Show Exclusive Video Content
One of the best ways for your target audience to bond with your brand is to access the content they wouldn’t easily find elsewhere. So, show them how your brand works. You could post various videos about how employees perform their duties to make the brand tick. This gives the viewers a sense of relationship with the brand, and they understand the efforts that go into the products or services offered.
8mediagroup: The Production Company to Solve Your Engagement Issues
Getting the engagement you need might not be a problem you can solve in-house. Why not bring an expert production company on board? They offer professional insights into how you can make videos for your target audience and different content ideas. Also, At 8media group, we can help you create brand awareness, craft a perfect call-to-action, or help you promote your videos. Speak to us, and let’s get to work.
6. Storytelling Works
Humans are wired to love stories. So, using your videos to tell stories about your brand is a great way to generate engagement. With storytelling, you can leave a lasting impression on the audience while passing across vital information about your brand. By telling relatable stories that address the target audience’s pain points, you get engagement and can gain customers right from there.
7. Make Your Video Content Mobile-Friendly
According to Statista, mobile phones have been responsible for over half of internet traffic since 2017. Can you take a wild guess what most people do on the internet with their mobile devices? Watching videos! Also, most people access their social media platforms through their mobile devices. These statistics show how important optimizing your videos for mobile viewing is. You could also include captions in your videos, as many people tend to watch videos without sound.
8. Include a Clear Call-to-Action
Your video marketing efforts might not yield the desired results if you don’t tell interested people what to do. Your call-to-action depends on the goal of your video. Do you want to direct traffic to your website? Or do you want people to buy your product or service? You could tell them to find out more about your brand from your website or include a link to the product page.
9. Promote Your Video Content
Making brand videos without promoting them is like planting seeds and waiting for the rain to water them. You need to push your videos to the screens of your target audience. This is another reason why defining your target audience is important. Once you know the persona of your likely customers, you can direct your promotional efforts to find them.
Examples of B2B Brands that Use Video Content to Drive Engagement
We’ve compiled a list of some B2B case study brands that use video content to generate good engagement for their products and services. Therefore, If you’re looking to draw inspiration, these examples are good places to start:
1. HubSpot
As a marketing company itself, Hubspot does a great job at marketing itself. They know the type of content that fits their various social media channels and use these channels to their strength. Also, On their Instagram Reels, they tend to post more light-hearted content that marketers could easily relate with. These are tailored to be inside jokes among marketers that could be easily shared and go viral.
In addition, On YouTube, they show marketers why Hubspot products and services are the best choices to solve their various problems. On their Twitter page, you can find various case studies of various brands that have used HubSpot’s services and how they solved their problems.
2. Salesforce
Salesforce ‘Intro to Salesforce’ YouTube Video
Salesforce uses the power of storytelling to explain how its services help small business owners. Their ‘Intro to Salesforce’ video perfectly shows how storytelling with infusions of humor can deliver the next results. Furthermore, Using the character Karl who assumes all the positions in his business by himself, Salesforce shows how their services make his burden lighter.
3. Unity Technologies
Unity Technologies’ Instagram Page
Unity Technologies is tailored toward video game developers as a video software development company. This company is a good example of a B2B brand that uses user-generated content on its channels. Also, they post a variety of content across their social media platforms. On their Instagram, they post aesthetically pleasing content from developers that use their platform.
In addition, The brand understands that YouTube is tailored to more tutorials and explainer videos. So, they post more tutorials, explainer videos on how to use their software, and videos on new updates. This segregation of their content on various social media channels helps their followers to know where they can find what they need and engage them more.
4. Hootsuite
One of Hootsuite’s strategies we’ve found worthy of emulation is dividing its content into various themes. For example, their Fridge-Worthy theme examines a brand post in every video and why that post is peculiar. Posting videos based on their various themes helps people to look forward to their favorite content themes and also provides a variety for various followers. As a social media management platform, they also educate their followers on the various metrics to monitor on platforms like Instagram and TikTok.
5. General Electric
General Electric Instagram Page
General Electric is a multi-discipline brand that works with aviation, healthcare, and renewable energy. Their strategy, which we found copy-worthy, shows how various employees carry out their tasks to keep the company running. In fact, This exclusive content helps their audience know what happens in the backroom for the products and services they offer.
Conclusion
Finally, Getting engagement for your videos doesn’t mean spending a fortune on video production. All you need is a good content idea, the right length of videos, with good humor, and you can get the desired results you need.
