In-person events are still widely considered the most effective business-to-business (B2B) tactic (69% of marketers agree), but 60% also place video in the top five tactics.

A quick Google search on video trends will turn up article after article indicating that video is a leading tactic for brand exposure, lead generation, social sharing, email marketing, education, and more.  Video has long been a staple of event production, but is becoming a much more strategic element with the rise of hybrid events.  According to the recent Carlson Wagonlit meetings and event forecast "with the exception of Latin America and India, the number of hybrid events –where live and virtual elements are mixed to reach a wider audience and extend event legacy through online-hosted content–is expected to rise in 2015. Meeting planners in North America will look to implement hybrid events as part of a wider, environmentally conscious strategy."

B2B buyers are also increasingly turning to video as an essential part of purchasing decisions.  According to the most recent B2B Content Preferences Survey,

• 58% use video content to research buying decisions
• A substantial number of buyers this year (86%) expressed some level of desire to access interactive/visual content on demand, and the amount of buyers who strongly agreed with these sentiments increased from 34% in last year’s survey to 46% in 2014.
• B2B buyers are most likely to share blog posts, with 40% identifying that they share them frequently. Coming right behind blog posts are infographics (39%) and videos (37%), with all three top content formats vaulting ahead of last year’s fan favorite, white papers.

Creating Effective Video Content

Audience, Message, Tone, Style, Length, Delivery Format.

These are all elements of a video production project that, if not thought out ahead of time, can add cost and time to your project.

Effective video content has the ability to deliver substantial and memorable impact on its viewer, but it can also be a double-edged sword, as your audience may remember you for the wrong reasons if your content is not impactful. Thoughtful and deliberate planning and strategy are required elements in creating a relevant, creative and engaging video that your audience remembers for all the right reasons.

Having produced many video projects, both large and small, check out our guide to direct you in the initial planning and strategy steps to make your production smooth and efficient, and deliver on your investment!

Share This Article