Video can be a powerful tool, but it can also become expensive and unfocused if the brief is unclear. The most successful B2B videos usually begin with simple questions: who is this for, what do we want them to understand and where will the video be used?
Start with the audience
A video for existing customers will not need the same message as a video for new prospects. A technical audience may need detail, while a senior decision-maker may need a clearer summary of value.
Focus on one main message
Trying to explain every service in one short video usually leads to vague content. A focused video can go deeper, answer a specific question and be more memorable.
Choose the right format
The format should follow the message, not the other way round.
Useful B2B video formats include
- Company introduction
- Service explainer
- Product demonstration
- Client story
- Expert commentary
- Event recap
- Short social clips
Plan to reuse the material
A longer video can often be edited into shorter clips, quotes, social posts or page content. Planning this in advance makes filming more efficient.
Video needs marketing thinking as well as production.
BBI helps clients shape video ideas into useful marketing assets, from message and script through to website placement, LinkedIn use and campaign support.
Final thoughts
B2B video does not need to be complicated, but it does need to be planned.
A clear brief, a focused message and a sensible distribution plan will usually do more than production value alone.