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Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.
When it comes to marketing campaigns you cannot deny the power videos hold. Whether it’s B2C or B2B, everyone is running on the clock and nobody has 5 more minutes to spare for your product. So video becomes essentially the number one medium of communication.
According to a LinkedIn study, “62% of B2B marketers rate video as the most important format they will use for content this year…”
So what type of B2B product videos for marketing can you make for your brand campaign?
A great B2B video will entertain and educate your audience and at the same time generate sales. But the type of video you choose to create and promote depends entirely on your business needs and goals. To make an informed decision lets see what options you have:
What does it take for your B2B Product demo video to stand out in the crowd? Let’s take some cues from B2B/SaaS companies who are already bringing their A game in marketing their video content.
Run Time: 49 Seconds
USP: Easy to understand animation with clear product outline.
What they did: The software company puts together a quick product marketing video that outlines various services that they provide for their clients. And the best thing about this video is that it’s short but manages to pack in all the information without making it too loaded.
What you can do: From the first second, the pleasing beats of the soundtrack claim your attention so for your next video campaign make sure the background isn’t quiet.
Run Time: 16 Seconds
USP: Fun and lively personality of the brand.
What they did: Dropbox knows how to have fun. And that’s why their videos are anything but boring. Case in point their 16 second long promo video that highlights dropbox paper which is a collaborative creation tool. In a color splashed quick clip they invite you to come and get creative with them. Now who could turn them down?
What you can do: Your B2B/SaaS product video does not have to adhere to strict “rules” so push your creativity out of the box and bring something new to the plate. Whether you’re announcing new features or promoting an older product.
Run Time: 2 Minutes 29 Seconds
USP: Solving a problem through storytelling.
What they did: Snowflake is a cloud based data storage and analytics service who knows exactly what their target audience is looking for. From a 2 minute funny office situation where two guys are trying to out prank each other seeking revenge, it hits the right nerve with the problem. The boss brings in Snowflake and resolves the prank wars.
What you can do: We all love a good laugh. There would rarely be a case where you’ve scrolled past a funny video on your phone. Something you can do to make sure that your viewers actually stick around till the end of the product videos for marketing is to make it funny and relatable.
Bonus points if you can make something out of a niche problem or situation.
Run Time: 1 Minute 55 Seconds
USP: Highlighting various product features in one video.
What they did: SurveyMonkey is a known name in the B2B world and this product video is a true testament of the brand. Without using any actors or voiceover, the company tells the audience what their product can do for them by actually showing what it does. The video also sheds light on the key features of the tool.
What you can do: A fully animated video is one of the best mediums for any B2B product video, since the product/ service they’re providing can be easily shown in the video with cool animation. Smooth frame transitions put together a well paced video that doesn’t get boring.
Run Time: 1 Minute 36 Seconds
USP: Focus on client’s pain point and solutions.
What they did: Twixor is a platform-as-a-service company that enables customer relationships over channels through its low code no code software. In this product video, they clearly communicate why you need their product and how they can help you solve your problems by outlining examples.
What you can do: Listing out and emphasizing how your product can help your customer and make things run smoother should be one of your top priorities. Thus put your efforts in finding out where their pain point lies and how your service ties up with the same problems.
Run Time: 1 Minute 45 Seconds
USP: Showcasing product interface in product videos for better visualizing.
What they do: Airtable is renowned all over the world for its incredible service and marketing. They beautifully put together animations from how the product actually looks like on screen and highlight its functions. They drive in the point that airtable does in fact make your work flow so much better.
What you can do: When people actually see the product they’re going to get on screen, they get a good idea of it and they can visualize using it themselves. For your product video consider putting together an animated video of your product interface clips and its unique features.
Run Time: 2 Minutes 49 Seconds
USP: Showcases human elements with a very real life example.
What they did: In this video by salesforce, we follow a small business owner Karl to see how his business is fully organized thanks to salesforce. Storytelling always hits the sweet spot with the audience. By telling us a story of someone just like us, they make the video so much more interesting and memorable.
What you can do: If you want your audience to remember your brand and product, you need to touch human elements. You can do this by adding emotions like anger, frustration and nostalgia or have human actors in your B2B/SaaS videos.
Run Time: 30 Seconds
USP: Quick and to the point marketing video.
What they did: If there’s a B2B brand that has nailed the art of creating a persona around their brand and stick to it in all their marketing endeavors, that’s Mailchimp. In just under 30 seconds the video paints such an exciting picture of running a growing business in which their product is an essential part.
What you can do: Want your brand to stick out from the crowd? Bring some personality in your product videos, you just need to have that one element that screams you. It could be humor, it could be a character, it could be anything!
Run Time: 46 Seconds
USP: Creates a sense of community among its customers.
What they did: Adobe needs no introduction. They encourage users to follow their imaginations, and this video is like an open invitation to all—without words. It’s a visual cosmic adventure set to the song “Pure Imagination” which is famously sung by Gene Wilder in Willy Wonka. This lovely combination of sentimental feelings and encouragement makes for an especially compelling product video.
What you can do: Pull at the strings of your audience’s heart by setting your product against an emotional backdrop. You can add the emotions with dialogue alone or take help of music.
Run Time: 46 Seconds
USP: Encourages user creativity and individuality.
What they did: Many of the B2B video examples listed here appeal to a more playful side. With this surprisingly emotional example, Hubspot bags another win. The product video encourages businesses to “grow better” through beautiful collage-style visuals and simple VO.
What you can do: Make your videos more engaging by making them appear more collaborative. You can make your customers feel like they’re part of something bigger than they are.
Although there is no “right” way to make a product video since customers have varying expectations of what they want to see depending on your industry. And, depending on how they make purchasing decisions, they have different needs.
But there are a few things that most of the successful product videos for marketing have in common.
Your product video will be meaningless without context. You could make tons of product videos for your product that are simple screen interface shots stringed together. But what’s the point of spending money to create a video that doesn’t help your audience?
Your video should be branded. It must contextualize your product or service. That means it must be shown in action as a great example of your product — and how the customer is going to benefit from it individually.
If you’re going to promote your videos on social media, try to make them as short as possible. According to product demo analysis by Content Beta, the shorter the video the better. It not only saves time but also money in production.
Some of the videos above exceed this limit, but pay attention to what’s happening in the video to figure out why. If you’re tugging on other emotional strings, some audience segments will be fine with extra video length.
One of the goals of your product videos for marketing is to strengthen the bond between your brand and your customers. Text and images do not convey this as effectively. You want the video production to convey emotion and honesty, whether it features real people or is animated.
You want potential customers to leave with the impression that you understood them and spoke to the core of their best selves.
With the right plan and execution, even simple concepts can cut through the crowd. And to do so you need to understand your target audience and create a video marketing plan that suits your business needs.
But you don’t have the time to sit and do all that do you? What if we told you you don’t have to?
Enter Content Beta.
The one stop solution for all your video content needs. Trusted by 100s of B2B marketers all over the world, their talented team of writers and designers helps your business create product videos, demos, explainers and more so that you can focus on running your business.
Learning from examples above, it’s very clear that creating engaging B2B product videos for marketing does not imply sacrificing creativity. In Fact it’s the very thing that sets you aside from your competitors.
Now that your creative juices are flowing it’s time to sit down and get cracking at your product videos.
Product videos are the means to tell your audience about the product/ service your business is offering. It helps you
Businesses large and small alike see great return of investment form video marketing, therefore its a no brainer how important they are.
To ensure that your video is absolutely ready to hit the screens make sure you’ve crossed all the points from the list below:
To get optimum targeted viewers to watch your product videos post your content across various channels like youtube, twitter, TikTok and instagram etc. The last thing you want is your time and energy sitting at the bottom of your blog page.
You can go about calculating the cost of your product video based on whether you’re producing it yourself or hiring a remote video production agency to do the same for you.
While undertaking the task of creating the video from scratch yourself can put a hole in your wallet, outsourcing the work to an agency is way cost effective.
Video agencies can charge you anywhere from $1000 dollars to $20,000 depending on your content demands. This cost range can vary immensely from company to company.
