Are you ready to embrace the hottest trend in content marketing?
Short-form videos - yes, even short-form videos for B2B - are a great way to engage with your audience and promote your business. They're quick, easy to produce, and can be used in various ways to reach your target market.
Some may argue there is no space for the B2B industry to utilize short-form videos, while others have learned to embrace them. However, there’s no doubt that more and more customers and clients are consuming short-form videos on nearly every social media platform. It’s the fastest-growing form of media consumption.
In this blog post, we'll discuss what short-form videos are, how to use them, and why they should be at least considered for your B2B marketing.
Short Form Videos for B2B: What to Know and How to Embrace It
First things first...
What are short-form videos?
Short-form videos are a type of video content that is typically between 30 seconds and two minutes in length. They can be used for various purposes, including product demonstrations, customer testimonials, brand awareness, and more.
Where do you use short-form videos?
There are several places you can use short-form videos to promote your business. You can post them on social media, include them in email marketing campaigns, and even use them on your website or blog.
YouTube is an excellent platform for hosting your short-form videos on social media. You can also share them on TikTok, Facebook, Twitter, and LinkedIn.
Fact: TikTok has been the number one most downloaded app for three years in a row and currently boasts 1 billion users.
Email is another excellent channel for short-form videos. You can use them in your newsletters, automated email sequences, and even one-off promotional emails.
You can embed your videos directly on your site or blog post or create a landing page specifically for them.
Anywhere you post content is a great place to include your short-form videos!
Fun Tip: You could even create a QR code for printed marketing materials that drive folks to video content for an added layer of interest.
Why use short-form videos for B2B?
Chris Audia, Area Director of Marketing for BENCHMARK, A Global Hospitality Company, says, "bringing awareness to whatever you're doing is the required cost of entry for business, right? Short-form video is the preferred media that we all consume as consumers."
Chris goes on to say, "it could be escapism, it could be entertainment or some other type of value that you're getting out of it. The bottom line is that short-form video It's a massive part of marketing today and should be a massive part of our focus kind of going forward. Reels are really leading our culture and how people are consuming content these days. And so, in my opinion, at this point, it's a non-negotiable. It's a requirement, and it's really exciting, and it's kind of fun."
Here are five reasons you should be using short-form videos in your B2B marketing strategy.
- They're quick and easy to consume.
Short-form videos are perfect for busy professionals who don't have time to watch long videos. They're snackable!
- They're shareable.
Short-form videos are more likely to be shared than long-form videos. This means that your message will reach a wider audience, and you'll get more leads and sales.
- They're versatile.
You can use short-form videos in various ways, including on social media, on your website, and in email marketing campaigns.
- They build trust and credibility.
Customers are more likely to buy from businesses that they trust. Short-form videos are an excellent way to build trust and credibility with your target market.
- They drive leads and sales.
Short-form videos are an effective way to promote your products and services. They can also be used to nurture leads and close sales.
"Short-form video content is a massive part of marketing today," Chris says, "and should be a massive part of our focus going forward."
How to get started with short-form videos
If you're new to short-form videos, don't worry! They're quick and easy to make.
All you need is a smartphone and a few minutes of your time. Once you have your video, upload it to YouTube or another social media platform.
Here are a few tips for making sure your short-form videos are successful:
- Keep it short and sweet - The key to successful short-form videos is to keep them short and sweet. Aim for 60 seconds or less.
- Focus on the story - Your video should have a beginning, middle, and end. It should also be visually interesting and engaging.
- Include a call to action - Make sure your video has a clear call to action. This could be anything from asking viewers to subscribe to your email list to invite them to buy your product.
- Test, test, test - As with all marketing campaigns, it's important to test your short-form videos before you launch them. Try different video lengths, formats, and platforms to see what works best for your business.
Examples of compelling short-form videos for B2B
It doesn't take a big budget, just a little creativity. Here are a few B2B content creators who effectively embrace short-form video content.
We love how Todd Clouser of Refine Labs crafted this hysterical Lead Scoring Origin Story. The suspense! The drama! The hilarity! This is an excellent example of how to make ho-hum topics more interesting for your audience and prospects.
Emily Brady encourages us to all do better. What a creative way to say it!
Short-form videos are a powerful marketing tool that can help you boost brand awareness, drive leads and sales, and build trust and credibility with your target market. If you're not using short-form videos in your B2B marketing strategy, you're missing out on a powerful tool that can help you engage with your audience, build trust and credibility, and drive leads and sales. Implement short-form videos into your marketing strategy today to see results.