Get on board the B2B video train!
Dane Frederiksen
Video Strategist & Video Expert | Clients include Twitch, Google, Adobe, HP, Discovery Channel
2025 will be the year of B2B video.
Wait… Maybe 2024 already is!
LinkedIn has made video a priority and the ‘algo’ rewards those who post video content above all other types of content.??
This is an opportunity and a challenge.?
If you are cool with being on camera and are already posting content there, you're probably noticing the impact.
I’ve been testing this myself and have found that LinkedIn content and You Tube shorts are both a high performing and easy way for me to get visibility.
If you don’t want to be on camera - and so you’re not doing this - that’s OK, but you're missing out.
This is an opportunity for your target audience to see you, get to know you and spend time with your personal brand, ideally making it more likely to trust you, engage with you, buy from you and share your posts.
For some, they won’t be able to get there, but I believe there’s a huge swath in the middle, that are going to start finding a way to do more with video in 2025.?
In this article I wanted to share some quotes from others in the LinkedIn community who have some great perspective on what’s working and what’s not, the challenges and opportunities and the way forward.?
Rather than me introducing each one, I’m going to share their LinkedIn profiles and let them speak for themselves … except Evan Shapiro.?
Evan is what he calls a ‘Media Universe Cartographer’ and has been a top voice in navigating this crazy media morass of a disruption we are all in right now. His personal brand? - in video form - has cut through the fog as a guiding light showing the way to look forward and reinvent yourself NOW with video, before you get disrupted, if you haven’t already!
So how do we know if our video content is good enough?
“Quality is in the eye of the beholder. In an era where Social Video is dominating time spent, and TV News still uses zoom for interviews, very often good enough is perfect.”?
“If the video is high stakes (on the homepage, service page or about page) then go all out on quality and stream from a pro service. The goal is lead generation.If the video is educational (on the blog) then keep is simple and stream from YouTube. The goal is engagement. Let the goal drive the strategy. Don't use YouTube for conversion-focused videos. - Andy Crestodina ?
"If you are ever questioning if the quality of a video is good enough to share, ask yourself two simple questions: 1) does it provide something of value to the viewer they can't get anywhere else? and 2) Would I share it with my friends and colleagues if I wasn't the one who made it? If you can answer yes to both, then it's high enough quality to share."
领英推荐
“As with any content format, I think the most important part is knowing your audience and delivering what they will find exceptionally valuable. I would start with looking at the types of video content that are driving engagement with my target audience already: is it long-form content like on-demand webinars and video podcasts? Is it short and quippy vertical videos? Which channels are my audiences spending time on (LinkedIn, TikTok, YouTube, etc.)? These factors should drive the types of content to focus on creating. Next, I would pick one type of video content and get comfortable with it before doing another type. This part is intimidating for us non-marketers, but there are lots of great resources and easy-to-use tools to help us get started! Here's where (preaching to the choir) it's more important to get over the initial hurdle and "just do it" than to aim for perfection. Practice makes perfect!”?
‘The first place I'd look when deciding on video content quality is the company values. A lot of marketers forget that these values are more than just words on a website — they're a decision-making tool for everything from products to social posts.
In my opinion, 'quality' is subjective. It’s not just about production value but about alignment with the company’s values and the desired outcome. A video can have a high-quality message with lower production standards and still outperform one with flashy production but a weak message.
Ultimately, content should serve a purpose. Whether you prioritize quantity over quality, or authenticity over polish, it all depends on the goal of the video and what will resonate most with your audience. Don’t let the fear of imperfection hold you back. Lean into the values that make your brand unique, and let that guide your video strategy.” - Kristy Ellington
“I totally empathize with people sitting on the fence regarding video. For most non-alpha personalities it’s a scary concept. I’ve been posting 1 min LinkedIn videos every week for 2+ years, but it took a while to find the right balance of production values, vs. being true to our agency’s brand.
The decision whether to be formal on camera vs. more candid/less polished comes down to one of branding. Are you representing a brand, or yourself? What sort of brand do you have? Just as with any customer-facing collateral, it’s important that video content is congruent with how the brand is perceived by buyers.
Note that, even if you don’t consciously work on a corporate or personal brand, people still form impressions about you. In other words, everyone has a brand, whether they like it or not!
In terms of video “quality”, just as with most messaging the biggest determinant factor to success is the content. WHAT you say is far more important than technical considerations such as video resolution, aspect ratio, or lighting.
Having said that, I think the most important technical consideration is audio quality. It sounds perverse - focusing on audio when talking about video - but as viewers we can forgive suspect video quality far more than we can bad sound quality.
Investing in an external microphone, even if you use your phone to capture video, will considerably elevate the perceived quality of your end result. You don’t need to spend a fortune. A good quality lavalier-type microphone can be purchased for under $100 and connects directly to your phone.” -Gee Ranasinha ?
With this chorus of voices, I hope you have some better, more rounded perspective on what’s going to work for you- and what won’t.
You may still feel confused and not sure where to start so I wanted to also extend an offer to my reader:?
I have developed a Video Strategy & Planning Process to develop a clear and actional video plan with you.
What You’ll Get:
Let’s take the guesswork out of video. Schedule your Video Strategy Session today , and let’s start using video to accelerate your growth.
Or- you can just send me an email and mention “Strategy” in the subject and I’ll reach out with more details and to schedule a session with you.? [email protected]
Special thanks to all my contributors in this article!?