The Rise of Short-Form Video in B2B Marketing

The Rise of Short-Form Video in B2B Marketing

Short-form videos and podcasts have emerged as powerful tools, not just for B2C brands but increasingly for B2B marketers as well. These content formats, with their growing popularity, are redefining how businesses engage with their audiences, offering new avenues for communication and brand building. As platforms evolve and consumption patterns shift, it’s essential for B2B marketers to understand and harness these trends effectively.

Short-Form Video’s Appeal

Short-form videos, typically ranging from 15 seconds to a couple of minutes, have gained significant traction. This format’s popularity can be attributed to the following factors:

  • Attention Span: In a world where attention spans are dwindling, short-form videos provide quick and engaging content that captures viewers’ interest rapidly.
  • Mobile Consumption: With a significant portion of content consumption happening on mobile devices, short videos are ideal for on-the-go viewing.
  • Virality: The nature of short-form videos makes them highly shareable, increasing their potential to go viral.

LinkedIn’s Short-Form Video Feed

LinkedIn’s introduction of a short-form video feed similar to TikTok’s is a game-changer for B2B marketers. This feature enables businesses to create and share short, engaging videos directly with their professional network. Given LinkedIn’s focus on professional content, these videos can range from industry insights and thought leadership to quick tips and company updates.

For instance, LinkedIn’s new feature allows for videos that highlight the latest industry trends, share bite-sized business advice, or even provide brief product demonstrations. This approach aligns perfectly with the platform’s professional user base, ensuring that the content remains relevant and valuable.

Microcontent Consumption

The consumption of microcontent—short, bite-sized pieces of content—is on the rise. This trend is driven by the increasing use of mobile devices and the demand for easily digestible information. For B2B marketers, this presents an opportunity to deliver key messages in a format that aligns with current content consumption habits.

How Can you Use Microcontent to your Advantage?

Understanding the potential of short-form video and microcontent is one thing; leveraging it effectively is another. Here are some strategies for incorporating short-form video into your B2B marketing efforts:

Effective Use of Short-Form Video in B2B Marketing

1. Educational Content

Short-form videos can be an excellent medium for sharing educational content. B2B companies can create quick tutorials, product demos, or industry tips that provide value to their audience while positioning themselves as industry experts. For example, a software company might use a 60-second video to demonstrate a new feature or provide a quick troubleshooting tip.

2. Thought Leadership

Leveraging short-form videos for thought leadership is another effective strategy. By sharing brief insights or commentary on industry trends, B2B leaders can establish themselves as thought leaders and build credibility with their audience. A CEO might share a quick video discussing a recent market development or providing an overview of an industry report.

3. Customer Testimonials and Case Studies

Customer testimonials and case studies are powerful tools for building trust. Short videos featuring satisfied customers or summarising successful projects can serve as compelling social proof. For instance, a client might share their positive experience with your product in a 30-second clip, highlighting the key benefits and results.

4. Behind-the-Scenes Content

Giving audiences a glimpse behind the scenes can humanise a brand and build a deeper connection with the audience. This could include short videos of company events, employee highlights, or a day-in-the-life at the office. Such content can showcase your company culture and values, making your brand more relatable.

Tips for Catering to Short-Form Video Audiences

To make the most of short-form videos, consider the following tips:

1. Know Your Audience

Understanding your audience is crucial. Create content that is engaging and relevant to their needs. For B2B marketers, this might mean focusing on industry-specific topics, providing valuable insights, or addressing common pain points.

2. Consistency is Key

Consistency is important for building an audience. Regularly posting short-form videos helps to keep your brand top of mind and builds a loyal following. Develop a content calendar to ensure a steady stream of fresh, engaging videos.

3. Optimise for SEO

Optimising your videos for SEO is essential. Use relevant keywords in your video titles, descriptions, and tags. For LinkedIn, this might include industry-specific terms or phrases that your target audience is likely to search for.

4. Promote Across Channels

Leverage all available channels to promote your content. Share short-form videos on social media, in email newsletters, and on your website. Cross-promotion helps maximise reach and engagement. For example, a video posted on LinkedIn can be shared on your company’s Twitter and Facebook pages to reach a broader audience.

5. Encourage Engagement

Encourage your audience to engage with your content. Prompt viewers to like, comment, and share your videos. For LinkedIn, ask viewers to share their thoughts in the comments or tag colleagues who might benefit from the information.

The rise of short-form video presents a significant opportunity for B2B marketers. By understanding and leveraging these formats, businesses can engage their audiences more effectively, build authority, and drive meaningful connections. By embracing the potential of short-form videos on platforms like LinkedIn, B2B companies can create a dynamic and engaging content ecosystem that resonates with today’s audiences.

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