April 28, 2025
We know video is the most popular form of content consumption for B2B – but with marketers planning to use more video in 2025 and beyond, it may prove harder to make that video content really stand out among the noise. What to do…?
According to research from LinkedIn’s latest benchmark report, 59% of B2B marketers plan to use video content in their marketing playbooks – that’s A LOT of video and a lot of LinkedIn users will find it hard to find time to digest them all. This could result in less time being spent scrolling, and more time dwelling on a video that cuts through…before getting back to work! Making something that cuts through early on is crucial – it needs to be thumb-stopping, as we call it!
And?
One of the first questions we always hear from clients is:
“So, you say we should do more video – and we see the data that says we should do more – but what should we actually do?”
Interesting insight from TechRadar shows that webinar content is one of the most effective ways of driving web traffic – alongside product training, demos and solution use case studies. So looking into that webinar you recently did and splicing that up for social can be a great way to get engagement and drive traffic.
Consider tagging some of those who also appeared so they can engage and spread the word even further – or if you know some customers who attended, ask if they wouldn’t mind engaging on the content early doors!
Do you have free-to-access product training demos on YouTube or on your website? Get these shortened and crafted for social. Sweet spot of around 45 seconds to 1 min in length – keep branding on the low and ensure the intro is snappy!
Use your smart people!
We also bang on about thought-leadership in these blogs – and the data we have shows it can be highly effective. We’ve show panel discussions featuring 3/4 people and then shattered these clips down for social use – with some campaigns seeing engagement rates of almost 2%.
Use your white papers!
Some white papers can be a snoozefest to read – sorry, it’s true. But you have got a goldmine of information in there that can be presented in a much more engaging way. Make those key stats POP in an infographic – pull out the hard-hitting issues that rest in customers’ heads as they try to sleep. Consider formats like:
- Infographics
- Animations
- Carousels
All can be produced in MP4 format – don’t just consider video as ‘person X talking to camera about Y’ – consider moving graphics as a form of engagement.
If you need advice on how to get started, speak to us today!