abstract finger click video signIn a previous blog, we discussed the three most common types of videos used in B2B sales and marketing.  This is the first of a two part blog series where we will build on that discussion by offering additional tips for creating the best b to b product introduction videos possible.

  • Appear professional. If you are attempting to produce video content to achieve certain business objectives, your video should aesthetically reflect that intention.  You want to appear as if you are an expert within your industry, and usually, expertise entails professionalism.  Make sure everyone who appears in the video is dressed nicely and well lit.  Make sure everyone’s microphone is functioning properly.  The one exception to appearing ‘business-professional’ is in the case that you are trying to reach a younger or more ‘hip’ demographic.  In that instance, it may make more sense to wear blue jeans and talk casually on a sofa.  The key here is knowing who you want to talk to and how they want to be talked to.
  • Film in HD.  Nearly everything filmed today in shot in high definition, which means that your viewers will expect the same from you.  Today, most HD cameras are fairly low-cost an easy to use.
  • Use PowerPoint or a Slideshow. Not all videos require live action film.  If your video is informative or educational in nature, it may make more sense to display a series of slides or a PowerPoint presentation and record your voice over it with some background music.
  • Keep it Short.  The average time spent on a webpage before leaving is now under one minute.  This means that attention span is on the decline and you only have a few precious moments to capture your viewers’ interest.  So, although the time limit on YouTube is 15 minutes, you probably do not want to make videos this long. B2B sales videos over 3 minutes in length do not usually end up with a lot of views, you should therefore aim for around the two-minute mark.
  • Highlight Contrast. Creating visual contrast can be highly effective for sales videos.  If you are dressed in black, stand in front of a white background, and visa versa.  Brightly colored backgrounds (think red or magenta) can also work well because they stand out in search result pages that feature thumbnails.
  • Provide Distinctive Value.  Because there are now over 24 hours of new video content uploaded to YouTube every minute, you have to do something to stand out.  Offer something in your videos that your viewers cannot get by going anywhere else, like industry insights and tips.  If you can show them something unique and interesting that they find value in, they will keep coming back for more.
  • Shoot for the Small Screen. When producing B2B sales videos, you have to keep in mind that most people will not click the ‘full-screen’ option when watching it.  Therefore, you should craft your videos so that they look appealing when viewed in this small size.  The easiest way to do this is to keep your videos as simple as you can, aesthetically speaking.
  • Aim to Entertain.  While this tip may not be as easy to achieve as the others, it is just as important.  If you videos are purely informative and have a dry tone to match, no one is going to want to watch them.  Your videos should be engaging and enjoyable at the very least, and funny if you’re really good.  The most important thing is to make sure your viewer actually watches what you have put out there.

For more tips from Gabriel Sales on creating b to b product introduction videos or other digital sales content, please feel free to contact us.