Short-form videos have long been hailed as one of the best ways to increase engagement, and generate leads, online. This has been true for both B2C and B2B organisations, thanks to channels like Facebook and TikTok. But are they still effective?
The short(-form) answer is yes. While the digital marketing landscape has changed a lot in the last few years, there hasn’t really been a negative impact on the effectiveness of short-form content.
In today’s blog, we’ll look at the key benefits of short videos for B2B marketing, some of the challenges, and a few tips for getting the most out of your content.
The benefits of short-form content
Here are some of the most notable benefits for B2B organisations:
- Online consumption is rapid, particularly on social media. Many users are rarely staying on one piece of content for long. Because of this, short-form content is one of the easiest ways to retain a prospect’s attention (and, incidentally, one of the only ways!).
- It can also be highly cost-effective. Platforms like Canva and Synthesia allow you to create quick, informative videos without breaking the bank. Plus, even if you’re filming in-person videos in a studio, you’ll probably be able to record several short videos all in one go.
- Short-form video is an opportunity to put a face to your brand. Building trust is key in the world of B2B, so a short clip of your team behind the scenes or a thought leader sharing a tip can build familiarity, as well as authenticity.
The challenges of short-form videos for B2B marketing
As with any marketing channel, it can’t all be plain sailing. A number of challenges can arise. This is true wherever you’re posting short-form content, including TikTok, which has become a surprisingly popular platform for B2B organisations. Some of the challenges include the following:
- TikTok’s algorithm is incredibly hard to pin down. Sometimes you’ll get lots of early engagement on a post, and your views (and ideally your likes and comments) will snowball. Other times, you’ll post something very similar (and which should theoretically see the same kind of engagement), and it’ll be seen by practically no one. Unless you’re an exceptionally well established brand with a steadfast audience, the unpredictability of TikTok’s algorithm makes it a very hard platform to rely on when it comes to acquiring leads. The key is to be posting your content on more than just one platform.
- Another issue is attribution. If someone watches your video on TikTok, and then searches your company on Google a few weeks later and ends up converting, you might have no way of knowing that that lead came from TikTok. Unfortunately, there’s always a risk of this. It’s a risk for most marketing channels, actually. In some cases, no amount of tracking can stop leads slipping through the cracks. To remedy this, one option is sending out surveys to new clients or customers to find out where they first heard about you. We promise some people fill those in!
Tips for B2B video content
Here are a few tips for getting the most out of your content:
- Start with a good hook: The first few seconds of your videos are vital, so make sure you’re starting with a question or a thought-provoking statement. In some cases, where appropriate, you might want to start with something funny.
- Be consistent: There’s always an element of randomness to social media algorithms, but one thing you can control is your output.
- Include CTAs: No matter how short your video is, always tell your audience where to go next.
Conclusion: are short-form videos still effective for B2B marketing?
Short-form videos are still one of the most powerful tools available for B2B social media marketing. Concise, easily consumable content lets you get your message across quickly, and build trust with prospective clients.
