My daughter seldom watches television, which you might think is healthy, until you realize she spends 200 hours a week on YouTube (that’s a guesstimate—the hours she spends are probably higher). But online is where people are, not television, and videos are the new commercial.
Although they can be much more affordable to produce.
When I first started in advertising, more years ago than I care to admit, I spent most of my time writing and creating television commercials, with budgets anywhere from $40,000 to a few million dollars. But a quality Internet video can be made for a fraction of that price. While helicopters and Brad Pitt will demand a big budget, all you really need is the right idea—backed by good music, solid editing and some original footage.
But video is not just for my daughter, or consumers. Did you know that 70% of B2B customers watch videos relevant to their B2B purchases? And 76% of all online marketers incorporate video as part of their strategy? But, often, B2B buyers must defend buying choices to their superiors, so video needs to be backed by case studies or similar fact-based support. The video will grab their attention. The additional materials will close the deal.
Another advantage of videos is that they are shareable, which means they can reach a large number of decision-makers. LinkedIn estimates that three out of every four buyers discuss upcoming purchases via social media, often sharing links.
However, the video needs to be engaging enough, and interesting enough, for someone to want to share it. Did you know more video content is uploaded in a month than the major U.S. television networks have created in 30 years? Is your video interesting enough to be noticed through all that clutter?
But you can’t just post a video of your cat. You need a professional video, and not one that looks like it’s been shot by the office temp. It needs to be entertaining, yes. Interesting, definitely. But also highly relevant to your audience.
Back when I was writing television commercials we competed against bathroom breaks, nacho cheese dip grabs, and a few dozen competitor commercials. But now that the competition is a few hundred million other videos and everything else someone can do with their time? You better bring your A game to your B2B videos—the only thing worse, may be not creating any at all.