The results are in, and BNP Solution’s latest research, Online Video in a B2B World, shows that B2B marketers have a big opportunity to engage customers and clients. Sixty-seven percent of B2B consumers surveyed who responded said they watched video at least a couple of times per month, with 28 percent of those watching online B2B videos more frequently. Of those who watched online videos, 97 percent took some sort of follow-up action, such as sharing information, investigating products and companies further, or discussing the information with someone else.
Video is a big opportunity, but the survey also found that B2B consumers don’t have a lot of patience for long ones. Three to 5 minutes is the maximum length most respondents wanted to watch at a time. You’re probably thinking, “3 to 5 minutes? What could I possibly convey in such a short time?” A lot, actually. Consider these examples:
Here’s a 3-minute video from Southwest Airlines showing how their planes get de-iced. Fascinating stuff.
In this 3-minute video from Google, Matt Cutts quickly and clearly answers a user’s question about what the keyword density of a page should be. (Spoiler alert: There isn’t one.)
This case study video from Slack compellingly conveys the value of its workplace collaboration platform in about 2 minutes.
And finally, here’s a 3-minute video from IBM explaining the Internet of Things.
Here’s how to use video to convey your message quickly:
Rely on visuals: Video is the next best thing to being there, which means you need fewer words to get your point across. For example, flash a company logo and title of the video at the beginning of the video instead of incorporating that information into the script.
Cut to the chase: Forget lengthy introductions; engaging B2B videos grab attention early on and focus quickly on the topic.
Have a narrow focus: Don’t try to do too much with any one video. If it’s a product demonstration or how-to, focus on one feature or a couple of related ones at a time.
Be straightforward: If you want a video to go viral, it’s always helpful to be funny. But BNP Media’s research results show that funny isn’t what B2B consumers are looking for. Instead, respondents preferred an educational or professional approach (83 percent) over humorous (35 percent) or inspirational (28 percent). They also preferred a serious or neutral tone over something comedic.