TBV Insights

“Socialize” your video content for tech buyers

Most video content for tech buyers seems to ignore the fact that regular people spend more than 100,000,000 hours every day watching video on Facebook. Mark Zuckerberg has said he expects that Facebook will soon be 100% video. In other words, video is a medium used for everyday social communication. That makes sense — it’s just another thing we do with a smart phone.

By comparison, however, most video content aimed at tech buyers doesn’t feel at all like social communication for regular people. It feels forced and sales-y. Kinda like commercials on TV. So here are some ideas for using more video content that fits more naturally into the way today’s buyers communicate.

Use video to activate other media

Marketers surveyed by Ascend2 ranked the importance and effectiveness of common video types as follows:

  1. Customer testimonials
  2. On-demand product demonstration videos
  3. Explainer and tutorial videos
  4. Thought leader interviews
  5. Project reviews and case studies
  6. Live and on-demand webinars
  7. Video blogs
  8. Event videos

This list makes sense. But look at it from the buyer’s perspective. Buyers don’t want thought leadership, they want new ideas. They don’t want testimonials, they want to find out how your solution works for people like them. So why not enrich your other content with ideas from your thought leadership videos and anecdotes from your testimonials? You can incorporate snippets from existing videos in emails. Brighten up your product sheet PDFs with testimonials. Use video or animated gifs to describe your procedures and methodologies instead of lame PowerPoint animations.

When is branding really necessary?

Scrolling your newsfeed past the stuff in that isn’t super-appealing accounts for a lot of social media activity. One of the things most likely to be scrolled past is the spiffy opening animation for your corporate video. Or your spokesperson earnestly addressing the camera.

The opening frames of a video need a great hook to stop the scrolling: something, alluring, funny, or surprising. Captions combined with graphics or live action video tell the viewer a lot right off. So does a great title. Your animated logo, probably not so much. 

Remember the context

Another aspect of branding worth noting is that most B2B videos will viewed on the brand’s website, YouTube, Facebook, or somewhere else with brand identity to spare. No need to spend those critical few seconds of viewing time on it.

Sharing expert opinions

Buyers crave the information and new ideas that your subject matter experts can share. They’re probably already cranking out blog posts and visiting key accounts. But there’s not enough of them to go around. Sharing their insights in bite-size videos can help satisfy buyers’ cravings and extend your brand almost indefinitely.

And because they’re produced to speak directly to buyers’ needs, they can be produced on the cheap — with a smart phone or web cam, for example. You’ll want to edit and enhance these videos with captions and graphics — but that’s not expensive. The only significant investment is in the editorial skill required to show off your expert’s ideas in a video that’s concise and professional. Few people watch half-hour interviews all the way through. Packaging your SMEs in two-minute — or 30 second — chunks will provide a long-lasting research resource for future buyers.

Video content for tech buyers is just video

The thing to remember is, it’s just video. Video content for tech buyers doesn’t need a TV production. If you’ve got something to say that buyers will value, that will help engage them in your selling process, just say it with video.

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Videos to support your high-value offer

The High-Value Offer is a customer interaction with so much business value that the buyer feels compelled to engage. It’s an account-based marketing concept recommended by Gartner for customer acquisition, too. A high-value offer’s business value depends on timely topics

photo representing IT exec pondering how-to video content

Reframing your demos as How-to video content

I was surprised to learn from a Foundry (IDG) white paper on customer engagement [download link] that the average technology decision-maker spent 14.3 minutes watching each How-to video they viewed in 2022, up from 12.2 minutes in 2016. If you really want a technology