When was the last time you scrolled down your LinkedIn feed and stopped to watch a video? Whether it was a simple explainer, a brand tale, or a product demonstration, it’s likely that video made a lasting impression. Because video content is no longer a novelty — it’s the reality of B2B marketing, at least for Indian businesses who want to engage with their clients in a meaningful way.
As digital channels emerge and people consume more and more video from every age group and sector, companies are adapting their marketing to focus more on video. In India where the use of mobile data has become a major business with cheap internet providers such as Jio, video is the natural medium for interacting with prospects and customers. But why is video so effective in B2B marketing? Are Indian brands using it already? And if they are, how can you take advantage of it for your own brand?
In this post, we will discuss why B2B marketing has become a major focus of video content, give real-world examples from Indian brands, and give concrete tips on how to incorporate video into your strategy. After reading this, you’ll not only know the importance of video, but be prepared to integrate it into your B2B marketing strategy.
Ready to dive in? Let’s see how video content will revolutionize B2B marketing in India in the coming years.
What is Video Content Essential for B2B Marketing?
1. Video Captures Attention — Fast
Attention is the currency of an information-crazed world. According to studies, human attention spans are becoming shortened by a factor of 8 seconds on average. Videos are especially attention-grabbing because they combine images, audio and narrative. For B2B companies, when people in senior roles get bombarded with emails, whitepapers, and reports, a compelling video will help filter through.
2. It Simplifies Complex Information
B2B products and services are typically more sophisticated than B2C products and services. Whether it’s a SaaS product or manufacturing machine, evoking intricate features and advantages in a single sentence is not always possible. Video, however, can render dense data into bite-size pieces. Animations, interviews, and product demonstrations can help make your message clear to the masses.
Example – Zoho’s Explainer Videos
Zoho, an Indian SaaS firm, has mastered the science of explaining things through video. With a comprehensive suite of tools, Zoho creates short, informative videos to describe how its products address business issues. Their explainer videos are digestible, visually appealing, and crammed with application scenarios — making it more intuitive for decision makers to see how their products add value.
3. Video Builds Trust and Credibility
Any B2B relationship relies on trust. An ideal customer would want to believe that your company is trustworthy, that your product is successful, and that your team knows what they are going through. Video is an effective way to portray authenticity. Video testimonials, behind-the-scenes videos, and case studies help to establish authority much more quickly than text alone.
Example – TATA Steel Case Study Videos
TATA Steel, one of the largest steel manufacturers in India has leveraged the video case studies effectively to establish trust. In one of their videos, they demonstrate the way in which their steel solutions transformed the infrastructure of the Indian Railways. TATA Steel’s real-life applications and customer testimonials highlight its expertise and give social proof to prospective customers.
4. Increased Engagement on Social Media
India’s social media ecosystem is changing at an unprecedented rate, with video usage in LinkedIn, YouTube and Instagram scaling exponentially. Videos produced by B2B brands are more likely to connect with viewers on these platforms. LinkedIn in particular is going viral with native videos garnering higher engagement than text or images.
Example – Infosys’ LinkedIn Videos
The Indian IT services provider Infosys has used LinkedIn’s video service to publish thought leadership content, product announcements and even employee interviews. These videos not only anthropomorphize the brand but boost engagement by delivering bite-sized, helpful content right to their viewers’ feed.
What Videos Are Suitable For B2B Marketing?
1. Explainer Videos
Videos explaining complex products or services make it comprehensible. They’re ideal for top-of-the-funnel campaigns where people are still discovering your products or services.
2. Case Study Videos
These videos show actual instances of the impact your product or service has had on other businesses. They’re great at getting clients to trust you based on social proof.
3. Product Demos
A product demo video can explain your product to potential customers exactly how it works. This is especially convenient for SaaS vendors or technical solution providers.
4. Webinars and Educational Content
Webinars are a great way to provide value to your viewers and present your expertise. Making these webinars into video, then converting them to video can greatly expand your video marketing efforts.
5. Testimonial Videos
By letting past or current customers share their thoughts on your product or service, testimonial videos help to personalize your marketing and show the humanity in it.
The Indian B2B Video Landscape
Changing Consumer Behavior
Now, with low-cost smartphones and high-speed internet connections, Indians are now some of the most avid video-watchers in the world. Cisco has estimated that by 2022, 82% of all internet traffic will come from video, and India will contribute substantially to that number. Not only is this behavior shifting in B2C, but B2B decision-makers are also watching more video than ever.
Local Platforms and Regional Content
YouTube and LinkedIn may be the most prominent video platforms, but local content is taking off. Brands are realizing the advantage of creating videos in the native language to engage their target group. For example, a B2B entity addressing manufacturers in Tamil Nadu could create a product demo in Tamil to help foster connection and trust.
How To Use Video Content For B2B Marketing?
1. Understand Your Audience
Before you ever start making videos, you need to figure out who you’re talking to. What are their pain points? What content do they access? If you create a buyer persona, you can customize your video to suit their expectations.
2. Start Small
There is no need to invest massive amounts of money to begin video marketing. Start with easy explainer videos or examples. You can increase your efforts as you become accustomed to the process.
3. Focus on Quality, Not Quantity
It’s good to be regular but it’s always about quality. One good video can go further than multiple bad videos.
4. Leverage Social Media
Share your videos on LinkedIn and YouTube, and make sure to optimize them for search engines. Use keywords, strong titles and compelling descriptions to get your videos in front of the right people.
Conclusion – Video is The Future of B2B Marketing
With more and more Indian companies adopting digital transformation, video will gain more and more importance. From the big corporation to the smaller business, video is the ideal medium to communicate, educate, and establish credibility. Adding videos to your B2B marketing program will help you keep ahead of the competition and make a lasting impression.
If you need a high quality video that appeals to your customers, Reset Media is the place to go. With an in-depth knowledge of the Indian market and video expertise, we make videos that tell your story and generate ROI. Are you ready to harness the power of video for your business? Reach out to us today.
There you go — a deep dive into the increasing prominence of video content in B2B marketing in India. I hope you’ve learnt a few things and are ready to begin your video marketing journey!