Just how important is video content in terms of your social media success, you ask?
In a word, "very."
According to one recent study, Twitter generally sees 2.5 times more replies, 2.8 times more retweets and 1.9 times the amount of favorites on native video posts versus posts with video links.
It isn't just the "fun" social media channels, either. According to a study conducted by LinkedIn, videos are literally five times more likely to start a conversation than any other type of content among members.
The important thing to understand here is that this isn't just B2B video content "for the sake of it."
People don't love video because they don't have to read. They like it because it's naturally compelling and engaging, and it offers something that other formats don't.
But it's also important to have a clear strategy of how and where you share your videos. Certain platforms are simply more open and engaging for the B2B environment.
For example, when making purchase decisions, 50% of B2B buyers use LinkedIn, and the platform has proven to be 277% more effective at lead generation than Facebook or Twitter, according to Serp Watch.
Today, I'm going to share with you six key types of B2B video content, in particular, that you can use to supercharge your engagement on social media!
6 Key Types of B2B Video Content
- Video restimonials
- Meet the team videos
- Interview videos
- Company culture videos
- Explainer videos
- How-to videos
Making video testimonials is a time-honored tradition in the world of B2C marketing - and it's definitely time to bring that into the world of B2B marketing, too.
You should absolutely take advantage of every opportunity to sit down with one of your existing, satisfied customers and let them tell their story in their own words. Have them talk about their business' relationship with yours, and what you've been able to do for them over the years.
This is a perfect chance to create a genuine emotional response with people in your target audience on social media - which in and of itself may be enough to get someone to come down off the fence and make a purchase.
To give you an idea, check out this video testimonial from Slack:
Customer video testimonials are great for both organic and paid social media campaigns. To maximize the engagement, you can pin your video testimonial to top of your profile page.
Not only will this help new visitors understand your business better, but it will also encourage your current clients to leave a recommendation on social media!
Video testimonials are also extremely effective for remarketing ads.
"Meet the team" videos are always popular on social networking sites like Facebook, Twitter, and even LinkedIn because they give your audience members a chance to see the real people behind the brand itself.
Even if you're a "serious" or "sophisticated" B2B brand, don't be afraid to have a little fun with your content. Don't just have people talk about what their job titles are - have them talk about what they like and dislike, too.
Again, this is your opportunity to not only show off that your business has personality but to use that personality to relate to the people you're trying to reach. It's a powerful weapon if wielded properly.
This type of video content can give your social media followers a sense of your organization’s values, goals, and culture. Meet the team videos are a solid choice to show off your company culture and introduce your team members.
You can upload the videos on your Facebook company page, or any other social media channel you use, or you can go live and present your team without any filters.
🤔Did you know that only 11% of brands go live on Facebook?
You should know that these videos will help you strengthen your brand loyalty, and make it easier for people to engage with you on social media.
Usually, interview videos are no more than conversations involving a thought leader or an expert in your industry.
This type of B2B video content allows you to dive deeper into specific topics and explore different aspects of a certain topic. Interview videos are your best chance for sharing your company’s values and aligning yourself with other influencers in your niche!
Before jumping on the action, you need to watch out for the length of the interview video. That's because social media is all about bite-sized information, you can't necessarily post a two-hour interview to Twitter with an influencer in your industry and expect it to go viral.
Instead, consider breaking down a longer interview into short videos 2 to 3 minutes long videos with one question each.
According to Socialinsider study, for Facebook video, the optimal video length for better engagement across all pages sizes is between 2 and 5 minutes.
(you can find here more than 20+ charts with insights on Facebook video strategy 📊).
Company culture videos are very similar to "Meet the Team" videos, only they're slightly larger in scale.
Consider bringing a camera along to the company picnic or the Christmas party and putting together a five-minute sizzle reel of everyone having fun and getting along.
You could even give people a chance to pull back the curtain and get a sense of what a real day in your office is like. It'll once again allow them to make a real, human connection with your brand - which will extend to your products and services, too.
Eventbrite utilized this type of video to showcase its growing team, and the company culture:
In the B2B space, it’s easy for people to see your business as just a business.
If some industry breaking news story just hit the web and everyone is trying to make sense of it, don't be afraid to get in front of a camera and break down your thoughts for a couple of minutes.
Not only does this help remind people that there are more than just products and services behind your brand, but it also gives you a chance to establish yourself as a legitimate authority in your field. Even if someone isn't necessarily ready to make a purchase now, make no mistake, this will help them remember you when they are ready down the road.
They’re also perfect for the newcomers who visit your social media channels for the first time. You can pin this video to the top of your page/profile to explain who you are, and what your mission is, in just 1 to 2 minutes.
Here’s a recent example of an explainer video from Uscreen, an all-in-one platform for video monetization:
Explainer videos are perfect for general remarketing ads on social media. By targeting your website’s visitors on social media with an explainer video, you can make sure that they understand your business and the value that you can offer!
There's a reason why how-to videos are among the most popular types of content on services like YouTube - when people have a question, they turn to the Internet for the answer.
Nine times out of ten, they'd rather watch a video to get the information they seek. Therefore, it's absolutely in your best interest to make sure that video comes from you.
Check out this video from Squarespace for example. They take the time to explain and educate their audience about the difference between a domain and a web hosting:
This is once again, a perfect opportunity to establish yourself as an authority on a topic - something very valuable to your B2B leads in particular.
It's also an excellent opportunity for you to get some high quality, branded content in front of someone without necessarily trying to "sell" them something.
The more they start to trust you, the more they'll respect you - and that means they're going to keep your brand in mind the next time they see your posts in their feed.
In the end, the most important thing for you to understand is that video content can play a valuable role for your B2B social media marketing— from boosting your engagement to attracting new qualified leads.
When posting videos on your social media channels, keep in mind two things:
- 85% of videos are watched on mute. So make sure that you always caption your videos to maximize your efforts.
- The percentage of visits from mobile devices grew from 58.9% to 63.4% in the last couple of years. So make sure you create vertical videos for your audience.
Your turn now, what's your type of video? 🤔