The time to know how to create compelling B2B marketing videos is now! Historically business video has mostly been a stepchild (or worse) of brand and consumer agency culture. Low on production and portfolio value, the world of great “how to” instructional or corporate storytelling showcases were never top tier emotional or financial investment priorities.
That has all changed. Today, given the accessibility of amazing content creation and editing tools and even more amazing and widespread talent, business video has emerged as top tier content. In a way, just like “IT” came from the backroom to superstar status, B2B video is as likely now to have pixel rich and infographic led animation as a gorgeous 30sec. Ford truck spot featuring Denis Leary.
But as we all know and hear virtually daily, great content be it websites, video, whatever is about story. Because we live in a content world, people know good content from drek- both are available on YouTube, Vimeo, Netflix, everywhere.
This is what makes B2B video content incredibly compelling to create today- our ability to tell a compelling story. It is no longer about a “modest” production budget under minding a great idea. And, while the expectation for truly engaging and immersive content is higher because of its ubiquity, great visual language and tight writing always excites. Just like a truly emotional movie never fails to get to us.
In polling our design and production team about five keys for going beyond even a B+ video, they said in no particular order:
- Short is better than long. People are trained to watch 30sec. bits of content. 3:00 is to long, by maybe 100%. 1:30-1:45 is a great length for framing a brand or corporate vision or overview.
- Beginning, Middle and End. Not needing to be equally distributed lengthwise but with undeniable cues and segues. And, I quote “don’t screw with William.”
- Funny is good. Compelling is better. Find something compelling to say and show and do it early in the video.
- Create movement within screen moves. Back drops for b-roll or animation work. It is eye candy and engages the audience to never let go.
- Given the option to have voice over or good music, music totally wins. Not in all cases, but in many. Tell the story on the screen, let people feel the story through the music. Works for me!