Why is B2B video booming now?
Gaining the customer's attention is becoming increasingly difficult. Cold calls still work, but salespeople can get into meetings much more easily when a brand inspires trust and is visible. Video is the best way to engage. In 2017, B2B video was more like sci-fi; today, with the trend of employee-generated content (EGC), every company that wants to grow should be making it.
Many companies still think B2B video is boring. So how do you do it differently? How do you actually get people to watch a corporate video?
Sure, you’re B2B, but you don't have to act as if it’s a matter of life or death; on the other hand, there are people in the audience who also enjoy entertainment, facing the same problems as you. The key is to not act more seriously than necessary. People don't want to hear only about synergies and super innovative solutions. They often don’t even understand them. They want something that captivates them, entertains them, or helps them.
So how do you do that? Forget about generic shots of hands shaking and cliché voice-overs. Instead, show real situations, a bit of humor, or a story that has a strong point. You have less than three seconds to capture attention today, so it's important to focus on the beginning of the video.
What’s the biggest video disaster you've seen?
A disaster occurs when there is insufficient preparation and client expectations diverge from production. If things are unclear before filming, it's a road to hell. And then: when ten people with different objectives approve the video. The result is often a boring compromise.
Where should you start when making a video?
First, you need to clarify your goal. If it's just about the fact that the competition also has a video, you'd better have a coffee and do something more useful. The video should sell, educate, or build a brand - otherwise, it is useless.
What’s the biggest myth about B2B video?
For example, the feeling that "we are B2B, we don’t need to do the nice things, like those for a chocolate bar." Yet companies like Monday.com or Wix have grown on that. B2B video can be fun, human, and visually strong.
What are some B2B videos that you actually enjoy?
Abroad, the HR campaign of Soda Stream, the ads of Monday.com, Lusha. In the Czech Republic, the Jobka campaign was successful. In the EGC scene, UOL and Foxdeli work well.
