Covering All Bases: How To Use the Best Video Format in B2B Marketing

Covering All Bases: How To Use the Best Video Format in B2B Marketing

Video is one of the most compelling forms of media, and this doesn't change in B2B marketing. Learn how the best video format can help your business grow.

Back in 2014, Mark Zuckerberg announced to the world that 'most of Facebook' would be video in five years' time. We're not quite at the point he predicted, but he's not far off.

It's not all cat videos and Facebook Live either.

52 percent of marketers think video offers the best ROI among content formats. It beats ebooks, infographics, white papers, and photos.


It's all about the experience. Sure, you can Google how to do something.

But you'll learn and understand more when you watch someone show you. It beats reading dry text and figuring out diagrams.

There's a lot to think about when you start using video in B2B sales. Which content should you make? What's the best video format? Where should you share videos?

We've created our guide to using video in B2B marketing. Read on to learn more.

Why Should You Use Video?

People buy from brands they know, like, and trust. That applies to buyers at other businesses.

b2b deals

Man and Women Shake Hands

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They may be buyers, but they're also still people. Video helps you connect to the human on the other side of the screen.

Your business may offer the exact same product as another business. But if the buyer feels an emotional connection to your brand? They'll buy it from you.

They'll also find a logical way to justify their choice. But the emotion comes first.

And the best way to build positive connections with buyers?


And more than 70 percent of watch time on YouTube happens on mobile devices. People will spend longer watching videos than they will spend reading content. So you're more likely to capture a buyer's interest when they're not at their desk.

How Do You Make a Good Video?

Don't fall into the trap of thinking all video is good video. So many businesses are pushing out high quality, professional video content. You must do the same.

Shooting on your smartphone and uploading a stream-of-consciousness discussion seems "authentic" or "real." Occasional videos like that can make your brand more approachable, and it's great personal branding and social selling in B2B.

But sometimes, your B2B marketing videos need a little extra flair. You may need to consider hiring a scriptwriter, a production team, and an editor. If your marketing team has a media department, great. Otherwise, hire an agency or contact a local college to work with their students.

We also recommend that you keep up with trending videos. What tactics are other businesses using to get good viewing figures? And follow which trends gives videos an instant boost.

After all, B2B videos don't have to be boring. Tech giant HP turned a dull topic (printer security) into a glossy thriller with "The Wolf."

HP | The Wolf

Whatever you do, make video part of your overall marketing strategy for the most success.

What Content Do I Use?

What if you don't have the budget, time, or resources for a producing slick videos?

You don't always need to create content from scratch. Consider turning podcast episodes into videos. Here, the audio transcript becomes your video script. You can use a tool like Headliner to turn audio files into audiogram videos.

The B2B Mix Show Podcast Audiogram - Jackson Marketing

Or work out how to turn a blog post into a video. There's something more "human" about seeing a person speaking than reading text on a page.

turn a blog into video

Person Holding Turned-on Silver Laptop Computer

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And don't worry about over-saturation. Not every buyer will encounter your brand on every platform.

Don't worry if you can't afford Christian Slater. Decide how to talk about your product or service in an entertaining or unusual way.

Check out Jackson Marketing's guide to B2B video ideas for more suggestions.

Different Types of Video Content

Explainer videos are a great place to start. Walk viewers through the benefits of your product or service.

Host them on Youtube or Vimeo for those searching for solutions. Embed them on your company website for visitors.

How-to videos are also a fantastic choice for B2B marketing. Show viewers how to solve their problems using your product.

Tutorials might sound like they belong in the B2C arena. But look at Evernote as an example.

Among their various playlists is one dedicated to Evernote Business. It's aimed at B2B users.

The beauty of these 'how-to' videos is you can reuse them as part of an onboarding email sequence.

And if you do want to use a more 'unedited' type of video format? Broadcast on Instagram Live or Facebook Live from trade events. Bring your launches to life with fun, short videos.

What's the Best Video Format to Use?

It depends where you're going to use it. Social media platforms have different video requirements around format, resolution, and frame rate.

It's best to get the video exported in a range of formats (and resolutions). That's unless you're filming a short video using the platform's own digital app. They'll encode and process your video using the right settings.

Social Media Video Requirements

Youtube, Facebook, Instagram, and Twitter all prefer the MP4 format. Youtube and Facebook also support MOV, while Youtube supports even more formats.

The advantage of the MP4 format is the way it compresses information. It compresses audio and video separately. This keeps the quality high but the file size down.

MP4 videos are compatible with browsers and it works with HTML5.

The platforms prefer different frame rates. Facebook and Instagram prefer 30 fps or below. Twitter likes 40 fps or below. Youtube will support most frame rates.

And then you have different resolutions.

  • Facebook likes 1280x720
  • Twitter uses up to 1280x1024
  • Instagram has a maximum width of 1080
  • Youtube supports up to 3840x2160

Which explains the need for a range of videos from the same raw file.

Website Video Requirements

Many businesses host videos on Youtube or Vimeo to save storage space on their website. Then they embed the video in an iframe on their website.

embed b2b video on website

Two Person Watching Video On Laptop

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This has the added advantage of letting the video be searchable on the other platforms. Putting your video in as many places as possible is the way you'll succeed.

Now You Know How to Use Video in B2B Marketing

There's a lot to bear in mind when you start using video in B2B marketing. From knowing what content to create to using the best video format, you have a lot to learn.

But video is still king when it comes to connection and engagement with a viewer. In today's hectic world of marketing messages and 'always-on' selling, that's priceless.

Want to learn more about bringing video into your content marketing strategy? Check out the Jackson Marketing b2b resource center for handy guides, podcast episodes, and videos.