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7 styles of B2B video your brand should be using

When communicating online, nothing beats video. And while B2C marketers have been using video forever, many B2B marketers are still stuck producing nothing but text articles and white papers. 

The good news? This means video can still be a tremendous competitive edge in B2B marketing. Incorporating video into your company’s landing page can increase conversions by 80% or more. And companies using video see 41% more web traffic from search than non-users. The sooner you get started with video, the sooner you’ll reap the rewards!

Related reading: How Cues From TV Commercials Can Improve Your B2B Video Marketing

B2B video is a great way to present your B2b company and the services you offer. Your video should be a creative, interesting introduction to your brand to stand out and get noticed. This post will cover 7 different styles of video that are popular in the B2B industry:

  1. Product demo videos
  2. Video testimonial
  3. Brand video
  4. Whiteboard video
  5. Explainer video
  6. “How To” videos
  7. Thought leadership video


1. Product Demo Video

Product demo videos are video-based demonstrations of your product. Product demo videos are popular with product companies as they’re an excellent vehicle for explaining and hands-on demonstrating your product, product features, and product specifications. As product demo videos help in explaining the product or service, they also help reducing customer support requirement and can be used though onboarding on your website to take the heat off your CS team.


2. Video Testimonials

Video testimonials are highly efficient and should be a component of every corporate marketing strategy. Video Testimonials are especially popular in B2B marketing, where they provide businesses with more authenticity than text-based reviews. Video testimonials allow potential customers to see and hear the actual voice of your current customers, providing better insight into what it would be like to work with you. Video testimonials come across as way more genuine than individual written testimonies, making your business look more trustworthy.

Related reading: Documentary and Docu-Style Video For Brands


3. Brand Video

A B2B brand video is more often than not created with brand awareness and brand engagement in mind as opposed to direct conversions. While some brand videos may be used as an attempt to capture leads, this is usually done through interactive brand videos or interactive brand content rather than just a commercialization of your brand’s message. Brand videos are becoming increasingly popular as brands look to catch the attention of their audiences on social media channels such as Facebook and Instagram. A strong brand video is one of the most powerful ways you can convey your brand message and win the hearts of your audience.


4. Explainer Video

An explainer video is usually a short, fun, and informative video that teaches viewers about a specific topic or product. Explainer videos are often used for marketing purposes; mostly to give additional information about a company’s products/services, but also simply as advertisements. Explainer videos not only look great when shared in social media channels, but when done well, they’re an engaging and helpful type of content that people will want to share with their colleagues – helping you sell your product.

Related reading: Animated Explainer Videos – How To Pick THe Right Style For Your Brand

B3 Solutions – Sight On Scene


5. “How To” Video

“How To” videos are videos that show people how to do something, usually with step-by-step instructions. “How To” videos are inexpensive and easy to create, but their impact can be significant. Creating “how to” videos is an excellent opportunity for B2B marketers to create value by demonstrating your products capabilities for potential clients or buyers. For example, you could produce “How To” training videos on your website or upload “How To” instructional content onto social media sites like YouTube to improve search engine rankings. Many companies don’t realize just how powerful “How To” marketing videos are as part of an SEO strategy since “How to” do this or that is one of the things people google the most. “How To” videos are great for B2B marketers because they give the viewer a clear picture of how your product or service can improve their lives.


6. Whiteboard Video

Whiteboard videos have been popular in B2B marketing for a long time and are a cost-efficient and engaging means of communication. Whiteboard video marketing is well suited for B2B marketing as a quick and easy way to explain complex business processes and offers in a manner that everyone can understand. When done well, whiteboard videos can help your company convey your message in an easy-to-grasp and entertaining way. Companies often choose whiteboard videos when they want to introduce new products or services; however, whiteboard videos also work really well for social media, when promoting for example a new blog post.


7. Thought Leadership Video

Thought leadership video is a unique and creative way to convey thought leadership through video. It can be used as a marketing tool for your company, as well as an internal training/communication mechanism. You can use your internal expert to develop your company’s image as thought leaders through thought leadership videos. We believe that thought leadership should not only come from those holding high positions in companies – it can also come from those with specific expertise or knowledge that they would like to share. Interviewing your people and letting them share their knowledge is a great way to build trust with your brand.


How Covalent Can Help

B2B videos are a powerful communication and marketing tool. Whether you are looking to increase traffic, engage your employees or share your knowledge with the world – video is one of the best tools available today.

At Covalent, we’re specialists in creating high-quality marketing videos for B2B companies. Whatever style of video you need, we can make it happen. And we’re happy to support you through the whole process, from ideation to finished video. Get in touch to explore how we can help your B2B brand stand out with B2B video production!


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