Video content is truly everywhere, as you see it on social media platforms, websites, search engine pages, etc. Statista reports that 92.3% of people watched videos in the fourth quarter of 2023.
However, as a B2B brand, you probably never thought that ‘entertaining’ video marketing campaigns could become the new norm. FastCompany states that B2B marketers shouldn’t ignore video marketing. About 87% of B2B marketers have already aimed to leverage videos as a marketing tool.
Why do you think this happened? It’s all thanks to the changes in Gen Z’s buying decisions. According to Grace Howard, a B2B campaign expert, B2B organizations are compelled to experiment with new marketing channels due to a rise in Gen Z.
On average, 50% of Gen Z don’t want to work in corporate environments anymore. Instead, they would love to run their own businesses, leading to their strong presence in the B2B industry.
In this blog post, we’ll explore the world of video marketing as it becomes the future of B2B promotion with the rise of Gen Z.
How Can Video Content Help B2B Companies?
B2B video marketing is becoming increasingly popular as a way to grab attention among Gen Z. An Accenture study states that 94% of B2B buyers will compare goods online before making a purchase. Similarly, an S&P Global survey states that 84% of Gen Z adults rely on social media for video content.
So, what better way to showcase your services and products than in video format? Adding videos to your marketing mix has a plethora of benefits, including the following:
- Videos can help visualize your B2B brand’s products and services. As a result, you don’t have to go through lengthy explanations.
- Customers will take a lot of time to go through text, graphics, and brochures. Thankfully, with video marketing, you get to communicate similar information in a shorter time.
- In 2023, there was an 82% increase in phone usage among Gen Z. With video marketing efforts, your brand can promote the services to your target groups in an easy-to-consume format on such devices.
- A well-made video can help you stand out in the industry. It can also create an emotional relationship between you and your B2B clients.
Moreover, you can leverage all social media platforms to enhance visibility. Your video marketing strategy also has a better chance of going viral. For all this, you’ll need to collaborate with a company that offers video marketing services.
How Can Video Marketing Services Help?
According to Fire For Effect Marketing, more than half of the content shared online is in video format. B2B buyers (especially Gen Z) often prefer to watch and interact with explainer videos, animated videos, or educational videos.
Forrester reports that 71% of B2B buyers are young and fall within the Millennial and Gen Z cohorts. Hence, using video as a digital marketing strategy can help in many ways, but you’ll need help from a professional video marketer.
Did you know that only a video advertising agency should create exceptional marketing videos for B2B? Otherwise, your video marketing campaign might fail.
You’ll also need video marketing services to gain more customers for your business. The right company will come with production capabilities and a vast understanding of the market. With their help, your B2B brand can achieve the following benefits:
- Visual content can establish credibility and authenticity in the industry.
- Gen Z buyers will trust your brand more with video content.
- Easily shareable videos can expand reach across various platforms.
- Captures the attention of B2B viewers and enhances engagement.
Moreover, tailored video messaging can resonate with Gen Z’s preference for personalized communication. With the help of marketing professionals, your brand can also measure the effectiveness of each video campaign based on analytics and insights.
3 Types of B2B Videos You Can Post on Social Media Platforms
Forbes reports that 83% of consumers prefer video content over informational text. Moreover, 88% of consumers made a purchase only after watching a video. To implement a successful strategy, remember to create a budget, define goals, determine the target audience, and find the right type of video.
There are various types of B2B video formats that you can use to attract your target audience. Examples include customer testimonial videos, product films, and webinars. Apart from these, you can also use the following to create a solid video marketing strategy:
#1. Explanatory Video
For B2B brands, it’ll be beneficial to create a video that clearly explains your services and products. For instance, your Gen Z audience will find the information on videos ‘obvious’ at first glance. It’ll also help clarify the advantages through visuals and audio.
#2. Event Film
When participating in exhibitions or celebrations, you can take video footage of everything. Once caught on film, you can ask the marketer to create professional videos as a follow-up report. All attendees will have a memory of what happened during the event. With this, you can also paint a picture of what new B2B buyers can expect at future events.
#3. Image Film
This is like creating a profile for your B2B company and its employees. An image film aims to increase authenticity, trust, and credibility. These can be 10 minutes long to generate positive emotion from Gen Z viewers.
Industry leaders state that B2B companies marketing to Gen Z must remember to use videos to showcase products and inspire consumers. You can also use it to introduce new features, tell a story, explain your brand’s vision, etc.
All in all, video marketing strategies that highlight key performance indicators can help increase your B2B brand’s value proposition. However, to aid in the video creation process, you’ll need professionals. They’ll help you create a solid brand story video or explainer video to generate leads.
With their assistance, you can market to mobile users and capture the viewer’s attention. As a result, your company’s video strategy can eventually enhance brand awareness.
