3 2017 B2B Sales and Marketing Video Trends: It’s Time to Make Your Move. Interesting Not Interesting Share Tweet Here’s where I think B2B sales and marketing video is headed this year. More conversational, less advertorial There’s a difference between “making a video” and “using video” to advance your conversation with customers. Video is simply part of the sales conversation. Here are three things you can do in 2017 to make videos that are more engaging: Get subject matter experts to record answers to frequently asked questions instead of making presentations. Add video animations or slides to subject matter expert blog posts. More formats Did you know that vertical video ads on Snapchat have up to 9 times more completed views than horizontal video ads? With more and more video being viewed on mobile devices, is makes sense that people aren’t going to want to turn their phones horizontal to view every video that comes along. The vertical format favored by 200 million Snapchat users will become increasingly relevant as more web videos are viewed inline on iOS devices, courtesy of Apple‘s iOS 10. More interactive Here’s an example of an interactive video that’s feels a bit more like an app than a video, simply because it allows the viewer to manipulate it.
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Here’s where I think B2B sales and marketing video is headed this year.
- More conversational. Less advertorial.
- More formats
- More interactive
I think the traditional categories of testimonial, webinar, explainer, etc. are becoming less relevant. What’s important is using the medium effectively. Here are a few ideas for different kinds of video.
More conversational, less advertorial
There’s a difference between “making a video” and “using video” to advance your conversation with customers. There will be more of the latter this year. It’s in line with the trend toward a “video-first world,” as envisioned by Mark Zuckerberg. The more pervasive personal video streaming and messages become, the less relevant categories such as webinar, slideshare, explainer, tutorial, and commercial become. Video is simply part of the sales conversation.
Here are three things you can do in 2017 to make videos that are more engaging:
- Get subject matter experts to record answers to frequently asked questions instead of making presentations. Add titles and graphics.
- Add video animations or slides to subject matter expert blog posts.
More formats
Did you know that vertical video ads on Snapchat have up to 9 times more completed views than horizontal video ads? With more and more video being viewed on mobile devices, is makes sense that people aren’t going to…
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