4 Reasons Why it’s Essential for B2B Brands to Invest in Video

Video creates an immersive, interactive experience that brings products and people to life. In a mere 10-15 seconds, a well-done video can make viewers laugh, cry, consider or buy.

B2B brands have some great stories to tell. They also may have complex products, concepts and services their customers should know about. In this article, we’ll cover the different uses of B2B video, the benefits of investing in video and some common misconceptions.

Video components can have many uses

One video can have infinite possibilities. And the more footage a videographer can gather at a shoot, the better. From A-roll to B-roll, from product glamor shots to interviews, a single video can be broken up and used in many ways. Splice in some economical stock video segments to create additional stories or add length as needed. How many different mediums can a brand touch with a single-day video shoot?

The full-length video can be placed on the brand website, shared on social media, uploaded to Vimeo or YouTube, distributed via email, shared in an internal communication eblast. The full-length video can then be used to create short, bite-sized GIFs to diversify your voice on social media and email newsletters. B-roll’s uses are never-ending.

Videos can make complex concepts easier to understand

The most important step in the video creation process happens long before stepping foot on the set. Concepting and the resulting storyboard act as a roadmap for content, a checklist of shots and an approved plan. A storyboard explains shots in detail alongside voiceover (VO) so all members can understand expectations.

Many departments—from marketing to legal to engineering—may have hands on a single project, this allows for signoff ahead of time to ensure everyone gets what they need from a video shoot.

But a storyboard doesn’t direct a shoot. A great creative partner does. Someone on set who knows what they’re doing can turn a good video concept into a stellar video. Lighting, backgrounds, props, colors, angles, sound, attitude/tone are all part of video direction and ensure there won’t be any do-overs.

High-quality video builds trust, credibility

When selecting a B2B brand to work with, prospects are often met with several similar options. High-quality video can build trust and credibility with potential customers. A credible, trustworthy website and online presence can be a differentiator (and a decision-making tool) when choosing between similar products at similar price points.

The price tag may surprise you (in a good way)

Advancements in camera technology and digital editing have drastically reduced the amount of time and materials needed to produce high-quality videos. And these reductions are passed onto businesses making video affordable for companies of all sizes. But if you’re planning to invest in video for your B2B brand, make sure to focus on a quality advertising agency, production company and videographer versus the lowest cost option you can find.

See our recent video work here or visit our YouTube channel.

About the Author:

Don Schauf is the founder at Catch-22 Creative. Throughout his career, he has ideated, produced and executed product launches, fully integrated campaigns and other award-winning work. Before founding C-22, Don spent many years as a daily newspaper reporter and working creative and account side for other agencies. He graduated from UW-Milwaukee with a BA in Mass Communications.