How B2B brands are using video, six examples
Video is one of the most powerful and effective tools for marketing your products and services and to convert the prospects into customers.
In B2B marketing segment too, video is optimally utilized.
Econsultancy writer Lydia Cockerham has shared six examples of how the B2B marketers are using video.
Cockerham says, “Here are six examples from B2B brands that are destroying the competition with social video, and the vital lessons they’ve learned from their B2C forerunners.
1. Embrace strong emotion: IBM
Powerful, complex emotions have been proven to make social users engage and share more.
We know that high-arousal and high-dominance feelings are more likely to create a successful social video. Basically, we react well to intense emotions that we feel in control of, like awe, delight or inspiration — we don’t react well to weak or confused emotions that we feel less in control of, like distress or disgust.
The most shared content on social, if it isn’t extremely positive or surprising, is emotionally complex. As feeling beings we love experiencing a spectrum of emotions. Almost all of the most successful social videos of recent years have put us through a rollercoaster of feeling: just think of the John Lewis Christmas ads, Nike’s incredible video content, or the Dove real beauty campaign“.
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