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Lights, Camera, Leads

Why B2B can’t ignore video (especially in paid).

Let’s talk video. The digital landscape has shifted, and video isn’t just a nice-to-have or reserved for flashy B2C ads anymore – it’s a must-have in your paid media arsenal.

For too long, B2B has been a bit slow on the uptake with video. But guess what? Your audience is already there. They’re watching, they’re engaging, and they’re making decisions based on what they see. By ignoring video now, you could also be ignoring a large portion of your audience.

Stand out from the crowd

Why the sudden spotlight on video for B2B? Simple: it cuts through the noise. In a world drowning in content, video grabs attention, explains complex ideas quickly, and builds those crucial emotional connections that drive B2B relationships.

A giant 70% of B2B buyers watch videos during their purchase journey and spend over half their time engaging with video content. If you’re not showing up where your audience is looking, you’re missing out on serious opportunities.

The pandemic only accelerated this trend. With face-to-face interactions taking a backseat, video became the go-to for demos, value propositions, and building rapport. Even now as normality has resumed, the convenience and impact of video has proved that it’s here to stay.

So, as B2B tech and marketing experts, how can you leverage the power of video in your paid campaigns? Here are a few key avenues:

  • LinkedIn Video Ads: The B2B social hub. Target precisely based on job title, industry, and company. Keep it concise for sponsored content and go deeper with thought leadership in message ads.
  • YouTube Pre-Roll & In-Stream: Reach prospects actively seeking solutions. Nail the first 5 seconds and consider longer formats for detailed demos.
  • Native Video: Blend seamlessly into industry publications and platforms your audience already trusts. Value first, subtle branding second.
  • Video Retargeting: The ultimate nurture tool. Serve different videos based on viewing behavior, guiding leads down the funnel.
  • Social Media Beyond LinkedIn: Don’t overlook other social platform for reaching specific B2B niches with the right creative approach.

The golden rules of B2B video for paid

  1. Know Your Goal: Awareness? Leads? Conversions? Your objective shapes your video.
  2. Platform Perfection: Optimise your video for each platform’s specs.
  3. Hook ‘Em Fast: Nail those crucial first few seconds.
  4. Clear Call to Action: Tell viewers exactly what you want them to do next.
  5. Measure What Matters: Track view-through rates, completion rates, and ultimately, conversions and pipeline influence.

The future of B2B video in paid is exciting, with interactive elements, personalized videos, and AI-driven optimization on the horizon.

The bottom line? Video isn’t just for catchy consumer ads anymore. It’s a powerful, engaging, and increasingly essential tool for B2B companies looking to connect with their audience, build trust, and drive real results through paid media. Don’t get left behind in the static world – it’s time to embrace creativity in technology.