The Most Important Functions of Videos in B2B Marketing
Videos can fulfill a variety of different functions in the B2B sector. Here is an overview of the most common types:
Explainer Video
Especially in the field of highly complex technical machinery, explainer videos can vividly demonstrate a product and thus its customer benefits. With the help of animations and graphics, they visualize even “invisible” processes and clearly highlight product advantages. The combination of moving images and an explanatory narrator proves particularly effective. It is no coincidence that the explainer video is the most frequently used format in the B2B context.
Product Video
In contrast, the product video is more general and stylistically comparable to a commercial. It concisely summarizes the essential features of a product or machine and bundles the sales arguments.
Corporate Film
The corporate film focuses on the entire company, its employees, and its philosophy. It conveys trust and values and offers an authentic insight into the business. Especially in corporate films, “soft factors” are conveyed. This gives potential business partners a sense of whether they are a good human fit. Therefore, a first-class production, high-quality visuals, and thoughtful storytelling are particularly important for corporate films to convey emotions and achieve the desired results.
Testimonial
A positive statement from an authentic customer about their personal experiences with the company or a specific product can be very convincing and influence decision-making processes. In the area of employer branding, testimonials from employees who report honestly and naturally about their employer are also a valuable measure.
Event Film
The cinematic summary and presentation of any type of event – such as trade fairs, conferences, anniversaries, or celebrations – offers a valuable memory for all participants. Furthermore, it allows others to get an impression of what they can expect at future events.
Success Through the Right Strategy
Anyone who decides to enrich their content marketing with film and video should consider various factors. Length, story, distribution channels, audio, and even the image format must be individually selected to suit the function. We would be happy to advise you on the optimal solution and strategy for your company. Below you will find some initial pointers.
Length
For product films and content-rich explainer videos, the length should be one to a maximum of three minutes. Since moving images, audio, and animations can convey a lot of information simultaneously, the viewer should not be overwhelmed. If necessary, several more specific films on a main topic are a sensible solution. An elaborate corporate film, on the other hand, which primarily conveys values and emotions, can be a bit longer, provided it tells a compelling story.
Costs and Budget
State-of-the-art digital camera technology and editing software have made film production significantly more affordable in recent years. The exact costs depend on the type, length, and effort involved. You should never skimp on optimal storytelling – because even the highest quality film is useless if it’s boring and the viewer switches off.
Distribution
The first point of contact is, of course, your own website. However, other video platforms such as YouTube or Vimeo are also suitable. Proven social media channels like LinkedIn or Facebook are also suitable for dissemination. And even if it may seem hard to believe at first: Even TikTok can be suitable as a platform for certain areas – for example, when looking for new apprentices. Moving film sequences are also actively and successfully used in digital sales conversations.
Image Format
Since videos are increasingly consumed on smartphones in the consumer sector, portrait format (or square) is becoming prevalent there. Studies show, however, that in the business sector, films are mostly viewed on laptops or monitors, so landscape format remains the appropriate solution for most film types here.
Audio and Sound
Here, too, various aspects need to be considered. On the one hand, the combination of image and sound offers a high density of information, and emotions, in particular, can be optimally conveyed with the help of music. On the other hand, viewers in the B2B sector, especially in an office environment, often mute the sound first. Consequently, the film must be able to convey its message even without sound, for example, with the help of subtitles. These also have the additional advantage of SEO relevance and can thus generate additional visitors.
From Idea to Finished Film
A series of steps are required to produce the finished product, divided into pre-production, production, and post-production.
Pre-Production
The process always begins with a briefing, on the basis of which the strategy is defined. This is followed by the creation of the exposé, storyboards, and an initial mood film. Subsequently, shooting planning takes place, including casting for locations, actors, and speakers. Additionally, stock material, graphics, and audio material are researched as needed, and any external services are coordinated.
Production
With good planning, the actual shooting time is usually significantly shorter than the preparation and post-production. Once cameras, lighting, and sound are set, filming can begin quickly after makeup. Depending on the shoot, action cameras, 3D cameras, drones for aerial shots, and special effects may also be used.
Post-Production
The filmed material is first logged, i.e., provided with timestamps and bullet points. After any color corrections and adjustments, a rough cut is made, followed by the fine cut. Motion graphics and VFX provide further effects. After sound mixing, the film goes to the client for correction and approval.
