The way people consume content is changing fast. With shorter attention spans and an overload of online information, B2Bs need a dynamic, attention-grabbing way to stand out. Without a doubt, video is that game-changer.
From social media to websites to email campaigns, B2B video content marketing is the GOAT for engaging audiences and driving conversions. And it’s no longer just an option—it’s one of the must-have content formats online. Consider that:
- 82% of all Internet traffic is expected to be video by this year
- Businesses using video grow revenue 49% faster than those that don’t
Why Corporate Video Content Works
The algorithms used by social platforms and search engines prioritize video, leading to greater organic reach. This is because video enjoys higher engagement rates and longer watch times—it’s what people want to see. Posts with video are also more likely to be shared than static content, 1200% more likely, in fact.
Perhaps most of all, brand storytelling with video works because it creates emotional connections with audiences more effectively than other content types, which is why it excels in helping build trust and credibility. Seeing a brand’s face, hearing its voice, and watching real-life customer testimonials make businesses feel more three-dimensional, credible, and reliable to audiences.
#ProTip: Adding video to your email campaign can actually increase click rates by up to 300%.
How To Use Video In B2B Marketing
So when we advise “use video,” what do we mean? Here are some high-impact marketing video formats:
- Explainer Video – Breaks down complex services or products in an engaging way
- Customer Testimonial – Lets satisfied clients do the talking to build trust
- Behind-the-Scenes – Showcases your company culture to help humanize your brand
- Live Streams & Webinars – Engage audiences in real time and establish thought leadership
- Short-Form Video – Bite-sized content that’s ideal for posting on social platforms
(Related Read: Check out this case study about an animated training video for ER nurses and staff that Carabiner produced for a client in the healthcare industry.)
Can I Afford Business Video Production?
Many B2B brands have hesitated to invest in video, assuming it’s too expensive or time-consuming. But many format types cost less than you might think.
These days, good-looking video can even be made in some cases with just a smartphone and some basic editing software. Professional production is great, but not always a necessity, especially if budget is tight.
For instance, while we mentioned multiple highly effective video formats above, another type we’ve done for a number of clients on a budget is to simply record a Zoom call in which we ask questions of a company executive, subject-matter expert, or customer. We then add to this “Q&A” some on-screen special effects, intro music, and with some basic editing—voilà!
When considering video ROI, also remember that a larger produced segment can be edited into many shorter clips for use in social posts, embedding in blogs, or landing pages. Such repurposing helps to justify video production costs and ensure the most bang for the buck.
The Time For Video Is Now
If your B2B isn’t using video yet, it’s missing out on a powerful tool to capture attention, build trust, and drive conversions. And with today’s accessible technology, there’s never been a better time to start.
It’s a competitive world out there—could video be what you need to make the difference in your brand’s marketing this year?
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If you need help creating a video marketing strategy that aligns with your goals and budget, we’re here to help. Our team is experienced at bringing B2B brand stories to life, from creative video concept to scripting, shooting, post-production editing, and content marketing. Let’s talk today.