The types of B2B promotional videos every leader should be using right now

Promotional videos sit at a crossroads between entertainment and information. Not only do they tell a compelling story about your company and its mission, but they also give audiences specific information about your goods and services. This is invaluable to the B2B buyer experience, as your aim is to sell to organizations with their own needs and preferences, via their decision-makers and key influencers. 

Accordingly, video marketing is a powerful, all-encompassing way to engage a multifaceted audience. 

These video marketing statistics tell an intriguing narrative:

• A whopping 80% of people will purchase an app or software after watching a video.
• Almost 75% of consumers will buy products after seeing how it works on YouTube. This has coincided with several companies revealing that promotional video material in emails increases click rate, conversion, sharing, and forwarding. 
• 35% of marketers use LinkedIn as part of their video marketing strategy, with 75% reporting success.

Clearly, promos have the power to educate, inspire, and encourage customers to make an active decision about your brand — in more ways than one!

Promotional videos take on many different formats, but they can be broadly broken down into four main varieties — explainers, testimonials, hype reels, and event videos.  

Let’s explore these in greater detail.

• Explainers are exactly what they sound like — videos that detail how a product, service, or business actually works. This brings attention to individual product lines in your business, and captures search intent for customers looking for specific tools or product features.
• Recording your best customer experiences will be a boon for establishing trust. Embed this testimonial footage on your website, email newsletters, or social media channels for the best results. By including it in cold outreach emails or sharing it on LinkedIn, sales representatives can show customers how to succeed using your particular product or service. 
• Product hype videos were one of the biggest video marketing trends of 2022. Not only are you putting your brand on a pedestal with each new product release, but you’re actively stoking the flames of excitement for loyal customers.
• Live events or webinars make excellent lead magnets and learning development videos, and are extraordinarily effective for driving traffic to your website.

Note that some types of marketing video productions may be more or less effective, depending on your industry. For example, you’re not likely to see workplace instant messaging program companies like Slack publishing live events — but you might see them creating video testimonials or explainers.

As you brainstorm some ideas for your next promotional video campaign, it may be helpful to investigate good examples of high-performing content in your vertical. Check out a few of these helpful video marketing ideas that promote different kinds of brands, products, and services.

At the end of the day, promotional videos have a huge part to play in a successful B2B sales strategy. These marketing videos for business need to be high quality, easily published, and very professional — which is why hundreds of the world’s top brands turn to Shootsta for help. 

Specializing in stakeholder communications, promos, and post-production editing, Shootsta offers tools to help you scale your video production and meet any video need.