Video Marketing Trends 2020: The Complete B2B Guide
2020 has been a challenging year for many reasons.
Your customers' needs are changing. So the way marketers reach buyers must change as well.
With the Covid-19 crisis, prospective buyers were asked how their decision-making would change:
33% of prospects need more quality and accurate information about their purchases
23% of prospects need to have more confidence in their purchases overall
But what can you do?
How can your business convince prospects to buy your products in a world of decreasing brand trust?
The answer is through video marketing.
In the past year, and especially after the coronavirus crisis, video marketing has emerged as an effective way to share more quality information about products and services and increase customer confidence.
In this article, we'll examine some of the top video marketing trends in 2020.
This is a comprehensive resource. To navigate to the topics which interest you the most, click the links below:
With so many potential customers asking for video content, let's see how companies are responding to the call this year. Here are the top four video marketing trends in 2020.
Video Marketing Trends #1: Live Video
At a time when human connection is limited, live video bridges the gap between customers and the businesses they support. It can also be a useful marketing tactic too.
That's why companies are leveraging two-way communication through live video streams.
This format can be used to showcase their products, share industry insights, and facilitate discussions between customers and industry leaders.
They're non-intrusive and the business' followers can enter and leave the stream as they please.
This isn't a new concept, but users are ready for them. In 2019, internet users watched 1.1 billion hours of live video.
There's plenty of different ways to broadcast live these days. Companies can choose from Facebook Live, Instagram Live, YouTube, Twitch, or another streaming platform.
Facebook Live continues to be one of the most popular options that businesses can use to go live with their fans.
These platforms enable businesses to connect with customers in real-time and reach them where they are on the platforms that they're using.
With so many people working in remote environments, the ability to broadcast from anywhere has been normalized.
Everyone including movie stars, famous CEOs, talk show hosts, and leaders from every industry have started streaming from their own homes.
This increase in livestreams has opened the floodgates for companies that are looking to publish more video content.
No longer is the expectation that companies need to have fully-polished, edited livestreams. Employees can create livestream marketing assets from where they are right now.¬†
Speak to your audience
Look at the livestream MeetEdgar, a social media scheduling platform, published on their social accounts.
Their marketing team goes live on LinkedIn every week to showcase new product features in their "Feature Friday" video series.
In this example, they are promoting their new browser extension and showing how it can easily be installed. The livestream is fairly brief — only 6 minutes long. However, it is effective.
By going live on social media platforms (and in this case, LinkedIn), fans of their business page will receive a notification when the broadcast takes place.
This is another way to alert your potential customers about your marketing content and stay top-of-mind in their heads.
Here's the LinkedIn notification that was sent to all of their page's followers:
Through this tactic, MeetEdgar alerted all their page's followers and had the chance to engage them further with a unique video livestream.
Customers are actively looking for this type of content. Approximately 80% of people would rather watch a live video from a brand than read a blog.
If companies want to improve their livestream ability, there's plenty of software that can help.
vMix is a live streaming software that provides users with the tools to produce, stream, and record.
By packaging up your livestream broadcasts into recordings, you can host them on your website.
Then, you can lock or "gate" them, so prospects will have to add their email in order to view.
By doing this, the livestream assets will become more valuable to your business and can serve as lead magnets to capture prospect information.
Depending on the topic, they could be considered evergreen content, or content that's always relevant to your prospects. If so, you'll reap the benefit of your livestream for years to come.
Video Marketing Trends #2: Virtual Events
Want to bring your customers and prospects together? Virtual events have emerged as a viable marketing tactic to acquire and nurture customers.
These events can take the place of your in-person event strategy or complement it.
Virtual events are online gatherings that leverage live video and pre-recorded webinars to create an engaging, informative experience for prospects, customers, and industry leaders.
Videos are an essential part of a successful virtual event. Over 61% of marketers use videos during a virtual event to keep their audience engaged.
Many B2B companies attended and exhibited at conferences as a part of their event marketing strategy. This year, virtual events have increased in popularity, because many of those in-person events have been placed on hold.
Virtual events are considered a popular lead generation tactic for B2B marketers. Approximately 93% of marketers plan to invest in virtual events in the upcoming year.
Typically, these events have a forum or discussion board that attendees can use to interact with each other. Slack is useful for facilitating conversation if there isn't a chat or message board already built-in on the platform you are using.
B2B marketers can build hype around broadcasts and position them as a virtual event to capture prospect emails and add them to their email nurture program.
EventGeek, a platform for managing virtual and real-life events, held a virtual event of their own called Reboot 2020 to help navigate the uncertainty of live events moving forward.
The event was an all-day affair with industry leaders coming together for conversations over video and discussions via the pre-programmed Slack channels set up for the event.
After the event, the team repurposed the content into various blog posts, videos, social content and other assets to use for their lead generation efforts.
Although you may be producing your virtual event with limited help, you aren't alone. Virtual event platforms like Intrado or On24 can help host, launch, and facilitate your event.
These platforms take the overwhelming task of producing a large-scale event and break it down into accomplishable objectives. Their built-in functionality can help with attendee registration, stream production, marketing, and more.
By using these platforms, you'll have various features available including custom interfaces, enhanced digital experiences, and attendee management capabilities.
With just a few days of preparation, you'll be a virtual event organizer in no time.
Video Marketing Trends #3: Testimonials
Why tell prospects that they should buy your product when your customers can do it for you?
Companies are passing the microphones to their customers to share their experience using their product or services. This can be an impactful form of marketing.
Customer testimonials are an invaluable form of social proof. They show your product in action, being used by industry peers who may have some of the same challenges as your prospects.