Is It Possible to Use a Social Media Video in B2B Promotion?

Date: 03.12.12

At the first sight, the answer should be “No”. This is what business owners or CEOs often say: “We sell to businesses and not to individuals. Businesses are not engaged in watching social media videos”.

However, statistics prove the opposite. As many as 3/4 of top managers confess watching videos concerning their area of business on specialised web sites not less than once a week; and 52% of decision-makers at least once a week visit YouTube for videos of their area of business. The survey was undertaken by Forbes.

Other side of the matter is: even if you are selling to businesses, the businesses are drawn by people anyway. The younger the staff are, the more they are about to use social media resources in finding business related information they need.

More to that, they shall discuss information they found, thus creating some image of your product, whether you planned it this way or not.

It means you have to consider using social media videos in your B2B sales.

What are differences between videos for B2C and B2B?

  1. Your audience is narrower. You know for sure, who your audiences are. This gives you freedom to choose such arguments, which you are sure shall be heard by the target group.
  2. Technical language use. Even though you know your audience shall understand, it would be probably a better solution not to use technical terms too often. People should not think they are being tested for knowledge of professional terms, while watching your video. An important thing is you have not more than 15 seconds to grasp a viewer’s attention. If you are being too sophisticated, they can choose a channel of your competitors.
  3. Time frame. To be watched, your video in any case should not be longer than 10 minutes. If your goal is sharing larger array of information, think of creating series of short videos.
  4. Setting up your goals. It is important to understand the goal of your video. If it is just introduction of your company to the market, make a video review of the main activities of your company. If you’d like to show your expertise, create a video dedicated to some specific matter or area of your business. Remember the point 2, though.
  5. Emotions. Even though you are shooting for “businesses”, not for “people”, you already know that the people are those, who actually watch you. Therefore do not spare emotions. They do work!
  6. Selling content. Your video should be a perfect product seller, helping sales personnel in their tasks.

As you can see, the main definitions remain the same for both B2B and B2C marketing videos.

When choosing a strategy for your video promotion, start from old timers Facebook and YouTube. They have proven their effectiveness no matter what, especially for younger viewers.

Don’t put all eggs in the same basket, and never forget using QR codes. Thus you’ll make your product visible for mobile phones’ users.

Always pay attention to ease of downloading. Salespersons must be able to install your video on their laptops or tablets and to demonstrate it to their customers. They should be able to easily email your video, too.

Stay tuned to innovations! Per example, a new video player D4 Media allows its’ users to sort the content. For instance, if you have 100GB of video, but you want to watch only videos containing some “x” term, it allows you to do so. Update your social media resources to new handy options, and make your customer comfortable in watching your videos.