Short-form video is reshaping how organizations approach B2B marketing. While it initially gained traction with B2C audiences, its widespread adoption has made it an increasingly influential and effective medium for engaging B2B buyers as well.
A recent study found 84% of marketers have increased traffic to their websites by using video in their content, and they’re getting the most traction with short-form “snackable” video.
What is driving the popularity of short-form video? The answer lies in the evolving content consumption habits of B2B audiences. Many professionals spend significant time engaging with short-form video each day, making it a highly effective format for capturing attention and delivering marketing messages. As a result, incorporating short-form video into your B2B content strategy has become an increasingly valuable way to connect with and engage potential buyers.
The 95-5 Rule
Being realistic and looking at how prepared a potential customer is to make a purchase at any given time helps to emphasize the importance of making your marketing content memorable. It’s estimated that the buyer you’re trying to impress is 95% out of market today, but they will eventually slide into that 5% in-market position at some point.
Short-form video is visually stimulating, providing motion and sound with a concise message in a format that is easy to absorb. From product walkthroughs to manufacturing processes to customer insights, the videos you put out there today might not result in immediate action, but your audience will remember what they saw and come back to you when they are in that 5% sweet spot.
The Direction to Discovery
Knowing where your audience goes to consume content is vital. Are they more likely to see your clips on LinkedIn or YouTube? Do they lean more toward Instagram or TikTok? That’s the first key, but the second is creating content with strong titles and captions, the right keywords and concise on-screen text that helps videos surface in platform searches and search-engine results.
The most effective short-form videos provide clear, concise answers to the questions that matter most to your audience. To create content that resonates, it’s essential to understand your target audience’s challenges, priorities, and pain points.
Executing a successful B2B marketing strategy requires time, expertise, and consistent effort. Because marketing leaders are often responsible for a wide range of competing priorities, outsourcing content creation and campaign execution can be a practical and cost-effective way to maintain quality, consistency, and results.
At SJC Marketing, we’re B2B marketing experts, and we are ready to partner with you to build memorable content. Contact us and let’s get started.