Creating video content that attracts, engages, and moves a professional audience is by no means easy, and plenty of marketers are still finding their way.
To help establish a baseline for effective B2B video marketing, we’ve picked out some of our favorite campaigns from brands that have really nailed this tactic and driven outstanding results.
Testimonials are among the most effective forms of B2B video, because seeing professionals talk about their experiences makes a much stronger impression than simply reading about it. This customer success story from HubSpot hits the mark by drawing us into a narrative complete with setup, conflict, and resolution. By letting a satisfied customer do all the talking, citing specific examples of how the solution makes his job easier, benefits are credibly reinforced.
This is an ambitious campaign, featuring participation from Oscar-winning actor Jeff Bridges (also known as The Dude, if you’re into the whole brevity thing). But it’s not just the inclusion of a famous face and voice that made this production remarkable. The video is entrancing, with incredible sound design that plays up the sounds of nocturnal nature amid the conspicuous absence of music. By exhibiting how Bridges used Squarespace to host his Sleeping Tapes project, it’s a great showcase of the solution in action. When the video concludes, we get a CTA inviting us to further explore the album, or “Build it Beautiful” ourselves – great touch!
“So Yeah, We Tried Slack…” It’s a title that piques our curiosity and urges us to learn more. Offering a different twist on the traditional testimonial style, the video incorporates plenty of humor and sharp visual effects to engage and entertain the viewer, highlighting practical uses for the company’s team collaboration tools. Empathy, courtesy, playfulness, craftsmanship, and solidarity are the leading values on Slack’s LinkedIn Company Page, and they’re all present in this fun package.
Promoting your brand without coming off as boastful can be a challenge, but HootSuite found a very clever way to do so. Borrowing a very popular bit from Jimmy Kimmel’s late night show, the social media management platform provider takes a self-deprecating angle here by asking members of its product design team to read mean tweets about the look of its dashboard. It’s bold, but ultimately this B2B video shows that HootSuite’s team listens to customer feedback and does something about it (as the before-and-after view of the solution’s dashboard illustrates).
How to Create Your Own Video Magic
As you check out the videos above, you’ll probably notice that many of them feature high-end production value, which might feel a little intimidating if you’re working around a limited budget or resources. But don’t let this slow you down!
Even if your campaign is smaller in scope, you can still implement the principles encapsulated in the videos above – emotion, demonstration, creativity – for a final result deserving of recognition.