Making B2B video content work: marketers from Linkedln, Dailymotion and The Smalls share best practices
Shawn Lim | August 01, 2018
More B2B brands are using video to achieve various objectives; from building brand awareness, to product and service promotion, boosting conversions and lead generation. According to a poll by LinkedIn, 62% of B2B marketers believe that video should be the primary platform of any creators. Delving deeper into what types of video that work best for different B2B marketing objectives, Assaf Tarnopolsky, director of marketing solutions for Southeast Asia, North Asia and Japan at LinkedIn tells The Drum the poll also found that video content which is energetic (16.90%), inspiring (13.50%), informative (12.60%) and humorous (11.90%), works best for B2B marketers. “Native videos, in particular, help with brand-building and results in the higher brand lift and trust. They are often designed to be less disruptive and deliver a better user experience; the user can choose to scroll right by them without being disrupted. With such control given to the viewers, they are more likely to stop and watch. They also often mimic other content on the platform, being formatted specifically for the platform that is hosting it,” he explains. According to Tarnopolsky, a good video content strategy is one that takes into consideration the audience, the environment, and the content. In addition, as there is more flexibility when it comes to capturing videos, there is a lot more room for marketers to start thinking more creatively about the kind of content that goes into their videos.