Short-Form Video Content: A B2B Marketing Stroke of Genius?
B2B marketers are more highly focused on channels previously associated with B2C methodologies than ever before. Social media provides a hotbed of opportunities, while AI marketing tools help hone campaigns more sharply to cut right through the noise. Short-form video content is another chip off the old B2C block that’s seriously impacting business marketing.
Are Shorter Videos Really Better?
When discussing the marketing value of short-form content, we need to avoid thinking of certain types of video as “better” and, instead, consider their suitability for the purpose.
For example, an in-depth product demonstration is probably useless if only 15 seconds long. However, 15 seconds might be exactly how long it takes to showcase your company values with appropriate imagery.
Stats from Wyzowl and Hubspot show that:
92% of B2B marketers see good ROI on video content
96% state that video is an important aspect of their overall marketing strategy
96% also state that video content helps with customer/client education
A critical statistic is that 73% of consumers prefer to find out about products and services via a short-form video. Buyers are short on time and want information quickly. Short-form video content provides a way to deliver facts fast.
Current Short-Form Video Outlets
You can post videos on your own website, of course, but plenty of platforms already have a massive audience for you to take advantage of.
IG Reels
Instagram Reels takes clips from longer videos or entire short-form video content pieces and plays them in a user’s feed. Because it’s Instagram, there’s the opportunity to add text, hashtags, filters, and music—all things that tech startups could use to bring their branding to their videos.
Reels has over 758 million users, making this a potential hotbed for lead generation.
Facebook posts short-form videos partway down a user’s timeline. Once a user clicks one, they can swipe endlessly through more videos, giving businesses a prime opportunity to get noticed. Businesses can pay for sponsored content here, much like boosting a normal Facebook post.
YouTube Shorts
YouTube is the “OG” of video platforms, and with the advent of YouTube shorts, very much still at the top of its game. As well as utilizing this content format to showcase aspects of your business, you can also run ads that show between the videos.
TikTok
Is TikTok really a good place for video marketing? Well, 27% of marketers state it’s their most effective channel, and despite the controversy around its use in the United States, big names are finding success here. Adobe, Sage, and Grammarly have all had success sharing short-form video content via TikTok.
Final Word
Understanding which marketing channels to use to get your tech startup noticed can be challenging. You have to balance time and budget and onboard people with the skill to manage the many platforms you can utilize. Book a 15-minute introductory call with a member of the Arch Collective team and find out more about early-stage marketing support that drives sustainable growth.
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