Category: Online Videos

Five Tips for Creating a Helpful Business How-to Video

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Online video is a great medium for helping your B2B customers get the knowledge they need to use your products or services better. Online video is readily accessible, easily shareable and, if executed correctly, is the next best thing to having a company representative in house to show them what they need to know. According to BNP Solutions’ recent study, Online Video in a B2B World, nearly 70 percent of B2B customers look at B2B videos at least a couple of times a month, and most of the time (75 percent) they’re looking for how-to or instructional videos. Continue reading this article

How to Use Video to Convey Your Message in 3 Minutes or Less

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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.

Best Practices for Utilizing Online Video in Your Marketing Campaign

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To better understand the types of video B2B marketers should focus on, BNP’s recent survey, Online Video in a B2B World, explored the formats, approaches and topics business decision makers prefer when viewing work-related video.

Among industry-related online videos, this chart ranks the types of content respondents were looking for:


The findings reveal a clear preference business customers have for marketing-related video: Make your video helpful, not promotional.

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Online Video Along the Customer Journey

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In BNP’s recent survey of how business customers use video, Online Video in a B2B World, business users indicated that video is a tool they use when considering purchasing new products or services. From the initial research of a product to purchasing that product or service to maximizing the purchase to accomplish goals, here are some of the ways business customers said they use videos.


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The 5 Types of Videos Business Customers Want Most

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As part of our recent BNP Solutions research study, Online Video in a B2B World, business customers in industries we serve revealed what types of video they most wanted to see, and five types clearly emerged on top.

75% | How-to and Instructional Videos

Business customers have specific objectives when it comes to video related to their professions. Three-fourths of the survey participants not only indicated their preference for instructional videos, but they also showed a preference for a style of video that is straightforward and business-like—not gimmicky, humorous or even inspirational.

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How to Optimize B2B Videos for Multiple Screens


One of the key findings of BNP’s “Video in a B2B World” research into the use of video by business decision makers is the variety of ways and formats they access and view video. Survey participants identified three minutes as the “sweet spot” for the length of videos they view. The places they view such video is distributed across different channels, with the top three being:

75% | Manufacturer website

67% |

55% | Trade media website

The survey also revealed that B2B customers accessed online video in a variety of ways, including links provided through these sources. And with rapidly advancing technology, these resources will include embedded video in addition to the link:

52% | Email or eNewsletters

51% | Trade magazine websites

48% | Trade magazine digital editions


How to Provide Video for Various Sizes and Types of Screens

From a technology standpoint, the video shot on a smartphone can be presented in HD format to screens small enough to fit in a viewer’s pocket or large enough to play on the 72-inch by 160-inch screen at the Dallas Cowboy’s AT&T Stadium.

While YouTube and other video hosting services like Brightcove or Vimeo handle the technical end of ensuring that video can be displayed on any size screen and distributed worldwide, there some things that creators must remember when making videos that can be viewed on the screens of an iPhone, iPad on the factory floor or flat-screen TV in a conference room.

Want to Improve Your Video Skills—for Any Screen Size?

While great video requires various skills and lots of time to master, the Internet provides plenty of helpful resources. A good place to start is Vimeo’s Video School ( Here are some quick tips about shooting video for screens of all sizes.

  • Make sure your website uses “responsive design”—the approach that enables your site to be viewed easily no matter what size screen the user is viewing.
  • Avoid text, especially bullet point lists that are common on PowerPoint presentations. Even with the best of responsive sites, on a smartphone screen, type is nearly impossible to read.
  • If shooting video with a smartphone, rotate your phone so that you shoot the video horizontally.
  • If you’re going to use video that you create yourself, understand that great video depends on recording good audio as much as good video, and that editing is a major key in creating video worth watching.

For more findings from the BNP survey Online Video in a B2B World, download a free eBook here.

How Video Tutorials Add Value to B2B Products and Services


When you sell a product to a customer, it’s a transaction. When you sell an outcome or solution to a customer, they expect more than the product. They expect you to be around until they have reached the outcome they sought when they purchased it. That’s more than a transaction; it’s a relationship.

Oftentimes, business customers expect the companies they work with to provide a wide range of resources that go beyond the sale—that also turns transactions into relationships. Continue reading this article

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