Social Media

How Social Media Videos Can Benefit Your B2B Business

How Social Media Videos Can Benefit Your B2B Business

The kind of social media videos that make sense for B2B companies to create are quite different from those that B2C companies post. B2B videos that resonate the best:

  • Emotive storytelling that emphasizes the organization’s corporate culture, leadership, and mission
  • Case studies of specific company success stories
  • Demonstration and/or explanation that a product or service delivers
  • Messages from CEOs about key company actions/decisions
  • POVs on trending industry topics from C suite executives

To boost views, shares, likes, and comments, the maximum length of these clips should be 60 to 90-180 seconds at the most.

Regarding social media platforms, while B2C firms communicate to potential customers on Pinterest, Instagram, and Facebook, B2B companies should focus on LinkedIn, Twitter and YouTube. Keep in mind that while YouTube is a social media platform, it’s also the number two most popular and used search engine behind Google – which means that posting/sharing B2B videos that integrate strategic keywording on YouTube can yield valuable SEO benefits.

Here are some powerful benefits that social media videos can deliver to B2B companies in any industry:

B2B social media videos create a messaging strategy that aims to educate.

Executives are always on the lookout for communication and marketing vehicles that offer a new way to sell their products or services.

Social media videos are the perfect medium for this long game approach. They offer B2B firms a chance to cultivate prospects not by selling, but by unselling their products or services. By consistently offering these teaching opportunities with social media videos, customers/clients will become more informed about your offerings, more confident in your ability to deliver the results that they seek, and — when they’re ready — more eager to open their wallets and become long term buyers.      

Leverage the growing preference of mobile over desktop.

Mobile users are watching more videos than desktop users. In fact, more than half of video watching is done on mobile devices, growing 233% since 2013.

Combine that stat with Hootsuite’s data about LinkedIn which, as mentioned above, is the social media channel where your videos should be living:

  • 57% of LinkedIn users are accessing it via their mobile devices
  • 94% of B2B marketers are publishing their content on the site
  • Video posts on LinkedIn are five times more likely to generate user comments
  • 80% of B2B leads generated by social media traffic originates on LinkedIn

Targeting and creating authentic connections with engaged users.

Want to precisely and surgically target your social media videos to B2B users in specific industries, job title categories, or geographic regions? LinkedIn lets you do that. And if you want to interact with the B2B users who comment on, like, or share your videos, a few quick clicks will facilitate new and potentially profitable business relationships.

Videos give sales teams new tools to include in their pitches and presentations.

A smartly crafted and visually appealing two-minute video is a more convincing and memorable way to present your message than a two-page presentation or even a two-paragraph pitch email. This would quickly boost your videos’ ROI, and also give your sales execs new ways to open conversations with potential new buyers.