Short Video Clips Connect with More B2B Buyers

BY Rachel Cagle
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More than half of all digital video consumption occurred on smartphones in 2017, and, per NPD Group, streaming video took up a whopping 83 percent of total mobile data consumed. This sea change in user consumption patterns represents a huge opportunity for business-​to-​business brands to score points in the social media feeds of their customers and prospects, Adweek reports.

Here are four tips for b‑to‑b marketers looking to win in video.

1. Experiment with snackable clips

"The low threshold for video production affords experimentation without blowing the budget," Tomer Cohen writes. "You don’t need a full production crew to capture footage. A single smartphone will do. B‑to‑b brands should experiment with creating snackable, three-​to-​10 second clips, which are becoming the norm as audiences’ attention spans have shrunk in tandem with the rise of smartphones."

2. Embrace B2C creative and tactics

"IBM, for instance, has shown just how easy this is. Big Blue began using GIFs four years ago and now posts three-​to-​seven-​second clips on a daily basis to its social accounts, and the content ranges from serious stuff like patent announcements to playful messages such as “Will you be my Valentine?” on Valentine’s Day earlier this month. While these strategies are more typical of b‑to‑c companies, they can work just as well for their enterprise counterparts."

"Another b‑to‑c video tactic to consider is using subtitles for those on-​the-​go viewers who cannot plug into headphones and listen. Providing the words with the moving images lifts your lead-​gen conversions."

The mobile video audience cannot be ignored. The newest AudienceSCAN study reported 53% of Americans watched an online or streamed video during the past six months.

3. Think young

"Creating b‑to-​b-​minded, man-​on-​the-​street videos where your team reports back to its followers about CES, Mobile World Congress, SXSW, Cannes and Advertising Week is one way to connect with this audience. And what starts out as an organic post that brings value to your social media following can be used to reach new prospects through paid amplification."

"The lead-​generation possibilities are even more obvious if you consider how this sector is often on-​the-​go, even at work. Per eMarketer, 63 percent of B2B buyers last year were using the mobile devices for work more than they were in 2016."

Mobile Video Watchers are shoppers too! The latest AudienceSCAN research revealed 59% of them purchased a product from their mobile devices during the past six months.

4. Get going. Now!

After all, according to a Vidyard survey, business prospects who view video are 85 percent more likely to purchase compared to when they only see text and static images. And you already know where they’re watching those clips—on their phones.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.