Most video content for tech buyers seems to ignore the fact that regular people spend more than 100,000,000 hours every day watching video on Facebook. Mark Zuckerberg has said he expects that Facebook will soon be 100% video. In other words, video is a medium used for everyday social communication. That makes sense — it’s just another thing we do with a smart phone.
By comparison, however, most video content aimed at tech buyers doesn’t feel at all like social communication for regular people. It feels forced and sales-y. Kinda like commercials on TV. So here are some ideas for using more video content that fits more naturally into the way today’s buyers communicate.
Use video to activate other media
Marketers surveyed by Ascend2 ranked the importance and effectiveness of common video types as follows:
- Customer testimonials
- On-demand product demonstration videos
- Explainer and tutorial videos
- Thought leader interviews
- Project reviews and case studies
- Live and on-demand webinars
- Video blogs
- Event videos
This list makes sense. But look at it from the buyer’s perspective. Buyers don’t want thought leadership, they want new ideas. They don’t want testimonials, they want to find out how your solution works for people like them. So why not enrich your other content with ideas from your thought leadership videos and anecdotes from your testimonials? You can incorporate snippets from existing videos in emails. Brighten up your product sheet PDFs with testimonials. Use video or animated gifs to describe your procedures and methodologies instead of lame PowerPoint animations.
When is branding really necessary?
Scrolling your newsfeed past the stuff in that isn’t super-appealing accounts for a lot of social media activity. One of the things most likely to be scrolled past is the spiffy opening animation for your corporate video. Or your spokesperson earnestly addressing the camera.
The opening frames of a video need a great hook to stop the scrolling: something, alluring, funny, or surprising. Captions combined with graphics or live action video tell the viewer a lot right off. So does a great title. Your animated logo, probably not so much.
Remember the context
Another aspect of branding worth noting is that most B2B videos will viewed on the brand’s website, YouTube, Facebook, or somewhere else with brand identity to spare. No need to spend those critical few seconds of viewing time on it.