Zoella Sugg is a YouTube vlogger, she posts about fashion, makeup and her dog Nala. Her YouTube channel has 10 million subscribers with over 664.4 million views.

Overall, YouTube has over a billion users but it’s not just fashion vloggers and Jedi cats that are popular online, more and more business customers are looking for advice on how to do or how to make something work better. And many of them are doing research to buy a product or service.

A recent Google study showed that seventy percent of B2B buyers and researchers are now watching videos throughout their path to purchase. That’s a fifty two percent jump in the past two years. And it’s not just light viewing. Nearly half of these researchers are viewing 30 minutes or more of B2B-related videos during their research process and they’re spending that much time because they find the content highly useful. These viewers are then visiting a brand’s website and sharing the video with colleagues.

Joe Carter from 2XS Films has worked in advertising and promotion films for over 20 years, and he says: “Even with the online explosion of filmed content available to consumers, a powerful feature of video is still the ability to demonstrate your product. You can explain processes and demonstrate benefits quickly and cleanly, like this example from DIY website builder Shopify

Video marketing is not just about informing and educating, it provides an opportunity for you to speak directly to buyers about your brand. Whether they are a consumer or business customer, you are ultimately dealing with a person whose decisions are based not only on logic, but emotion – a great example from Volvo Trucks.

According to Joe, video is great at helping to portray how you want your customers to feel about your brand, even jerking tears with this award-winning clip from Pandora

So what makes a great branded video?

Now we can’t all afford Jean Claude van Damme so how do you make a video that grabs your viewer’s attention and glues them to the screen? Firstly you need to understand your viewer abandonment point. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer. That means you have 10 seconds to grab their attention.

YouTube provides a range of metrics that will help you to optimise your video content and length. When you know your optimal video length you can make sure that you include the most important information as well as your call to action in that timeframe. You may need to look at short informational videos or longer videos that are broken up into bite-sized videos.

Think about how you can incorporate video into your marketing program. Look at what content you can produce that will help your business customers learn about, compare, and research their B2B purchases and guide them along their purchase path.

For more information contact the OTM team.

Isabel Taylor

About Isabel Taylor

It is not hard to love what you do when you are working in a great team, in a fantastic location, with progressive clients! Working with OTM I am able to support clients to engage with both internal and external stakeholders through a variety of different communication strategies. I spend my days doing digital marketing, creating content, implementing strategies, managing campaigns, delivering events, monitoring analytics and creating client reports, directing creative, mentoring our new team members...and so much more.