Videos are generating huge traction in the Internet. Leading B2B companies like Cisco, Salesforce, Verisign, Intel and SAP have recognized the impact videos will have on their business and have integrated tens of thousands of videos in their marketing. This is not surprising given the fact that more video was created in the last 30 days than all three major U.S. TV networks combined have created in 30 years.

If you need more reasons to use video in your marketing, consider these:

  • Companies using video enjoy 41% more web traffic from search.
  • 90% of users say that seeing a video about a product is helpful in the decision process.
  • According to Forbes, 59% of executives would rather watch video than read text.
  • According to Implix, an introductory email that includes a video increases click-through (CTR) rate by 96% and open rate by 5.6%.
  • Including a video on your homepage can increase conversion rates by 20% or more, according to ReelSEO.

My aim with this article is to present you the most popular video formats in B2B marketing.

Explainer Videos

If you sell a complex product you’ll find creating explainer videos worthwhile. Explainer videos quickly tell how your product works, in a simple language using easy-to-understand graphics, animations and other visual aids. You’ll be encouraged to know that animated explainer videos increase conversion rates by 20%, according to Unbounce.


Brands that reinforce product claims through the voice of the customer make a great impression on the viewer. When you make do that using a video – with captivating sounds and arresting visuals – the marketing effect becomes so irresistible. The viewer of the video pictures themselves benefiting similarly, and quickly takes the action that you desire.

Customer Stories and Video Interviews

Also known as visual case studies, these types of videos explore the success of a customer from the viewpoint of a prospective customer or even better, a skeptic. This is the exact situation most viewers find themselves in. They will be eager to know how someone just like them benefited from your product. Make it as honest as you can, and you’ll immediately find your market marching towards you.

Presentations and Keynotes

Companies increasingly record their presentations and keynote speeches on video and put them on YouTube. Watching the CEO or CTO directly on the screen making his pitch gives the viewer a first-hand understanding of the company and its culture. This is way more interesting than reading a corporate press release. No one has the time to read a long report, but a quick video is greatly desirable.

How To Videos

Google reports “how to” searches on YouTube are up 70% year over year. All these people are looking to solve a problem. When you create videos that give them that – a method to solve their problems with your offering – you stand to win. Show how your product solves their problem, how it does better than the competition, or even better – show them how your product makes dealing this type of problem enjoyable.

Pick one video strategy, do it consistently, find what works for you and amplify the results. Just get started now.