We are a visual society and it’s a fact that videos are a unique way of delivering your message to a targeted audience. B-to-B companies using this media sometimes are too set in the old ways (or another way of saying it, they want to present the facts and their videos are boring). No wonder their videos aren’t being watched, they’re putting folks to sleep!
Videos can be a powerful tool for any manufacturer but they need to be done right. You need to have a video strategy before doing your first one. Don’t do them because your competitor is. Do them because what you have to say is relevant, timely and well done. Yes, people would like to be entertained a bit, but what they’re really looking for in our space is a solution to a problem.
I recently read a post by Jess Osteoff, managing editor of Convince & Convert, that talks about the 8 New BtoB Video Content Marketing Trends.
Here are some highlights:
- It’s all about the experience – We need to capture the attention of the viewer.
- People love to laugh – Think about the videos you’ve seen. I’ll bet most had some sense of humor included.
- Problem solving – We must not get away from the real reason why they are watching.
- Emotion trumps logic – Emotion captures their attention.
The key to a successful video program is first, have a strategy of what you’re going to say and how you are going to say it, and second, put yourself in the viewer’s shoes. Lighten up and make them memorable. Yes, it’s ok to have a sense of humor.